Sales effect of product positioning on average sales price level in Turkey smartphone market
Küçük Resim Yok
Tarih
2018
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Maltepe Üniversitesi
Erişim Hakkı
CC0 1.0 Universal
info:eu-repo/semantics/openAccess
info:eu-repo/semantics/openAccess
Özet
Product positioning is an important part of a marketing plan. Positioning is also one of the critical elements for brand awareness and perception. Brands should make right product positioning for an effective product launch to the market. Although it is said that many corporate companies should consider positioning strategically, brands position their products based on either intuitive approach or competitors' actions most of the time. There is a need of scientific analysis of market status for right product positioning. Consumer needs and demands should be considered while product positioning. Non-popular products also can reach successful sales performance and become popular with fulfilling consumer demands with the correct positioning. In this study, we have examined the sales performance of a smartphone product that positioned empty ASP (Average Sales Price) level. Aim of this study is to check the consumer demands on ASP level with positioning new product on that price segment.
Açıklama
Anahtar Kelimeler
Product, Positioning, Sales, Smartphone, Price segment, ASP ( Average Sales Price)
Kaynak
International Congress on Business and Marketing
WoS Q Değeri
Scopus Q Değeri
Cilt
Sayı
Künye
Düzgün, F. ve Telli Yamamoto, G. (2018). Sales effect of product positioning on average sales price level in Turkey smartphone market. International Congress on Business and Marketing. s. 181-194.
