1. 포지셔닝(Positioning)에 관한 설명 중 틀린 것은?
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1
포지셔닝이란 기업이 시장 세분화를 기초로 정해진 표적시장내에 고객들의 마음속에 시장분석, 고객분석 경쟁분석 등을 기초로 하여 전략적 위치를 계획하는 것이다.
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2
포지셔닝 맵이란 소비자의 마음속에 내재해 있는 자사제품과 경쟁회사 제품들의 위치를 2차원 또는 3차원의 도면으로 작성한 것이다.
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3
포지셔닝 전략의 수립 절차는 경쟁제품의 포지션 분석 → 자사 제품과 포지셔닝 개발 → 소비자 분석 및 경쟁자 확인 → 포지션의 확인 → 재 포지셔닝의 단계를 거친다.
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4
포지셔닝 맵은 크게 제품 위주의 포지셔닝 맵과 소비자의 지각을 통해 작성하는 인지도가 있다.
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