ENTR H L3

Differentiation primarily answers which question?

• What is our total addressable market size?

• Why should a member of the target segment buy our product rather than a competitor’s?

• How can we maximize production efficiency?

• Which media channels have the lowest CPM?

Why is the word “perceived” crucial in positioning?

• Because customers always research objective specs before buying

• Because customers buy based on perceived benefits, not features or even actual benefits alone

• Because perception only matters for luxury products

• Because perception is unrelated to pricing

Which is the best example of a distinctive competence likely to create a sustainable competitive advantage?

• Matching competitor pricing

• Offering the broadest SKU count in the category

• Owning a patent on a unique business method (e.g., Priceline’s “name your price”)

• Running frequent social media promotions

In the Victoria’s Secret case, which segmentation approach was central to the successful repositioning?

• Demographic (age)

• Usage occasion (everyday vs special occasions)

• Geographic (urban vs rural)

• Psychographic (values and lifestyles)

Which name/slogan pairing most directly and memorably communicates a positioning focused on a key benefit?

• Amazon — “Shop Everything Online”

• FedEx — “When it absolutely, positively has to get there overnight”

• Oracle — “The World’s Best Applications”

• Michelin — “We Sell Tires Worldwide”