Marketing Analysis Strategies and Techniques

Keeping products and services relevant to the rapidly changing needs of prospects and customers is a daunting task. The need for keeping products accurately positioned as customers' needs change, continually evaluating and fine-tuning competitive position, monitoring and evaluating customer perceptions are all critical for creating a cohesive strategic marketing plan (Silverblatt, Korgaonkar, 1987). Distribution channels also must be continually evaluated and analyzed as to their effectiveness in serving customers and delivering profitable operations to a company as well. The intent of this analysis is to identify the different types of analysis used by marketers to determine product positioning, competitive position, customer perceptions, and distribution channel analysis.

Product Positioning

The essence of effective product positioning strategies take into account the value delivered by a company with its products and services, how they differ from direct competitors and substitutes, while taking into account the motivations and unmet...
[ View Full Essay]