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3
Planning a marketing strategy
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Other thanprice,what factorsare important for your product di≈erentiation?Thinkabout a product
you know and discuss it in terms of these factors.
Martin is giving a presentation to management about the positioning strategy he has developed
with his team. Listen and answer the questions below.
1 What is the company’s target market?
2 Why is their product superior to other packages?
3 How can they prove that their product is the best?
Listen again and complete the phrases from the presentation.
1 We are __________________________ customers who are …
2 Extensive testing __________________________ that we provide …
3 Speed of access is __________________________ why our product is better.
4 Another reason is that we ____________________ every new customer with a free …
Now write a positioning strategy for your company. Include the following points.
1 your target customer
2 what you do for your customer and how you do it
3 how you are better than your competitors
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quality
performance
customer service
appearance / design
image
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11
9
AUDIO
USEFUL
PHRASES
Our customers are …
The main benefits our product o≈ers are …
We provide a superior product by …
Early adopters
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AUDIO