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difference betweenhigh-tech product positioning and high-touch product positioning. Illustrate what could be gained from positioning a product using both strategies?
Define high-touch products Define high tech products State what is positioning Explain the difference between each type of product Illustrate the benefits that could be gained by
1980s in his book "Megatrends". It refers to having to deal with or interact with a human being as opposed to having to deal with computers/machines
Consumers are generally energized by emotional motives Appeal to senses more than intellect Does not entail referring to an instruction manual
currently available There is no specific class of technology that is high tech the definition shifts over time so productshypedas high tech in 2010 would now be considered, low tech and somewhat obsolete now.
an image or identity in the minds of their target market for itsproduct,brand, or organization
caf , placing the product at the centre of everyday life (emotional appeal is understood worldwide)
Suitable for
technical products, such as Computers Cars
psychological and marketing models of voter behaviour compared", in OShaughnessy, N.J. (Eds),The Idea of Political Marketing, Praeger, . William D. Perreault Applications in Basic Marketing (2004) Grnroos, C. (1990), "Marketing redefined",Management Decision, Vol. 28 No.8
Keegan,w . Green, M.Global Marketing, 5th edition
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