2 Role of Value in CB - CB

The tendency for people to place a disproportionately high value on objects that they partially assembled themselves, such as furniture from IKEA, regardless of the quality of the end result.

condition where a company views itself in a product business rather than in a value- or benefits-producing business

physical product plus any services (warranty, installation)

basic benefits, plus the augmented product, plus the "feel" benefits

identified segment or segments of a market that a company serves

the tool used to graphically depict the positioning of competing products or brands

the process of dividing a market into meaningful, relatively similar, and identifiable segments or groups

a positioning strategy that some firms use to distinguish their products from those of competitors

where a particular market segment's ideal product would lie on the map