题目内容
Positioning requires that marketers define and communicate only the differences between their brand and its competitors.
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The competitive frame of reference defines which other brands that a brand competes with.
Category membership is seen as the products that function as close substitutes of a brand.
A company is more likely to be hurt by current competitors than by emerging competitors or new technologies.
Using the industry approach, competitors are defined as companies that satisfy the same customer need.
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