online value proposition
(OVP)
. This is similar to a unique selling proposition, but is developed for e-commerce ser-
vices. It builds on the core proposition for the company’s services. In developing a proposition
managers should identify:
●
A clear differentiation of the proposition from competitors’ based on product features or
service quality.
●
Target market segment(s) that the proposition will appeal to.
●
How the proposition will be communicated to site visitors and in all marketing communi-
cations. Developing a tagline can help this.
Positioning
Influencing the
customer’s perception
of a product within a
marketplace.
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