問2
頻出度★★★
マーケティング戦略の策定において，自社製品と競合他社製品を比較する際に，差別化するポイントを明確にすることを表す用語として，適切なものはどれか。
平成30年度 秋期 ITパスポート試験 問2
ストラテジ系経営戦略マネジメント › マーケティング
This question's explanation and your answers so far.
解説
問 2
Incorrectア
In-store promotion refers to sales-promotion activities carried out inside the store (display, POP advertising, sampling, price reductions, etc.), aiming to boost sales at the point of purchase. It is not an activity for clarifying the points of differentiation from competitors.
Incorrectイ
Targeting is the activity of choosing which group to treat as target customers from among the segmented markets (segments); it is the second stage of STP. It means deciding whom to aim at, which differs in stage from positioning, which clarifies the points of differentiation relative to competitors.
- ウ
正解 The correct answer is “ウ Positioning.” Positioning refers to the activity of clarifying where to place one’s own product relative to competitors’ products in the market and in customers’ minds — that is, on which points it is differentiated. The statement in the question, “clarifying the points of differentiation when comparing one’s own product with those of competitors,” is exactly the definition of positioning. It is the final stage of STP (Segmentation → Targeting → Positioning), the basic framework of marketing strategy.
Incorrectエ
A rebate (a refund or sales incentive) is a sales-promotion measure that returns part of the purchase price afterwards according to the transaction volume over a period; it is a concept about price and trading terms. It has nothing to do with clarifying the points of differentiation from competitors' products.
ここがポイント
- Positioning = the activity of clarifying, within the market and customers’ minds, how to position one’s own product relative to competitors and on which points to differentiate it.
- Distinguish and memorize the role of each stage of STP (Segmentation → Targeting → Positioning), the basic framework of marketing strategy.
用語