From Market Segmentation to Customer Segmentation: Opportunities for Competitive Advantage and Growth, Part 2

This week in the second installment of this multipart series on strategies and tactics to help multiple channel marketers increase competitive advantage and growth, I examine product positioning, consumers’ life cycles and buying preferences, and customer segmentation.

(For part 1, click here.)

Product positioning. How you position products contributes to your company’s growth and can leverage your competitive advantage. Emphasizing a brand’s points of difference makes possible differentiating products, and positioning based on different needs results in more relevant communications.