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Chapter Seven Segmentation, Targeting and Positioning: Building the Right Relationships with the ... - page 17 / 21

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Successful Differentiation

Important – of value to consumers.

Distinctive – obvious and clear.

Superior – better value than the competitors.

Communicable – explainable.

Pre-emptive – defendable and unique.

Affordable – delivers value for cost.

Profitable – company can make money.

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