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Points of Difference

In: Internationale Vertriebssteuerung by Result Framing

Author

Listed:
  • Wolf W. Lasko
  • Lara M. Lasko

Abstract

Zusammenfassung Zum Begriff Point of Difference (PoD) Sinngemäß geht es darum, beim (potentiellen) Kunden zum Wettbewerb einen eindeutigen Unterschied zu machen, um ein trennscharfes Abheben von der Konkurrenz, um das Hervorheben eigener Stärken. Es geht darum, Unterscheidungs- oder Differenzierungsmerkmale zu verdeutlichen, also schließlich um ein Sich Profilieren beim Kunden mit spezifischen, einzigartigen Angeboten, über die der Wettbewerb nicht verfügt und die argumentativ entsprechend herausgestellt und dramatisiert werden sollen.

Suggested Citation

  • Wolf W. Lasko & Lara M. Lasko, 2023. "Points of Difference," Springer Books, in: Internationale Vertriebssteuerung by Result Framing, edition 3, chapter 0, pages 35-54, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-39892-7_11
    DOI: 10.1007/978-3-658-39892-7_11
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