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Issue:

History

 

Written by:

Matthew N

 

Date added:

June 19, 2015

 

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Grade:

A

 

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2 / 428

 

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Remember to refer to your total offer (product, service, brand, etc.) when considering the ways you have to satisfy customer needs. Differential Advantage can be sustained by emphasizing psychological and functional values; however these tend to erode over time with the presence of competition (moving towards economic values...
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These should be in priority order. It is very possible that you end up with differential advantage in a low ranked benefit for an important target segment. Similarly, you may find that you do have differential advantage in a high ranked benefit. A manager must have this information to make appropriate decisions (pricing/product improvement/communications/distribution/selling strategy/etc...
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