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[NEW] Points-of-difference (POD) | pod แปล – NATAVIGUIDES

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What are points-of-difference (POD)?

When deciding upon a brand’s/product’s positioning in the marketplace, the organization must ensure that end positioning has both sufficient points-of-parity (POP) and points-of-difference (POD). What this means is that you want the brand/product to be consider equal/similar (on par with, hence the word ‘parity’) with the major offerings in the category for the key attributes (POP), but the brand/product also needs to have a number of unique or differentiated attributes (POD).

An appropriate balance is required for market success. Too much reliance on points-of-parity in the product’s positioning and it could be perceived as a ‘me-too’ product offering. And too little emphasis on points-of-parity and the product might be perceived as not meeting the core needs for the target market.


Definitions for points-of-difference (POD) and points-of-parity (POP)

Points-of-difference (POD) and points-of-parity (POP) are essentially opposite in nature, with the first referring to differences in the second referring to similarities. As a result, we can the following definitions for our purposes as students of marketing:

Points-of-difference (POD)

  • The aspects of the product offering that are

    relatively distinct

    to the offerings of like competitors.


Points-of-parity (POP)

  • The aspects of the product offering that are

    largely similar

    to the offerings of like competitors.


You will note that both definitions referred to the offerings of competitors, so these terms are relative measures. And to clarify the word ‘aspects’; it refers to the various product features, benefits, brand equity, and other marketing mix elements (including price and place, plus any associated marketing mix elements of services).


Understanding PODs and POPs

Typically, a firm decides the positioning of a product when it is either: entering a new target market for the first time or launching a new product into an existing target market. In either case, the product will usually need to win market share from established competitors (which is referred to as selective demand).

For the product to win market share, it requires existing consumers in the marketplace to change their purchasing behavior. That means that customers who currently buy a competitive product will need to trial the new offering and/or current non-consumers need to be activated to purchase in the product category for the first time (which is primary demand).

To achieve this goal of changing established purchasing behavior, the firm has both meet the core need of product, as well as bring something new to the marketplace. The following diagram demonstrates this in visual terms. As you can see, the large circle in the middle of the diagram represents the core needs of the market (points-of-parity) and the smaller circles represent new features or benefits (points-of-difference).

Therefore, the positioning of any new entrant needs to have many points-of-parity (that is, it must be seen to offer a relatively similar solution), but it needs to have something unique or different about it (points-of- difference). (For more information, please refer to the example section below.)


Model of points-of-difference (POD) and points-of-parity (POP)

The POD – POP Trade Off

One of the challenges for a firm launching a new product offering is to the extent that they differentiate the product. As outlined in the positioning section of this marketing study guide, one of the purposes of positioning is to simplify the offering in the minds of the consumer.

As we know, marketing communication is a very competitive world and it is difficult to communicate many messages about a product, particularly low-involvement one. Therefore, as it is necessary to simplify the message, firms need be careful about overindulging in points of difference.

As shown in the following diagram, there is a distinct trade-off between the ability of the firm to communicate points-of-parity and points-of-difference. This is because consumers are likely to only remember a few elements about the product. .Ideally, an organization would like to communicate everything about all of their products, but that is just not practical given the interests of the consumer and the vast array of marketing messages being sent out.

Therefore, firms need to strike an appropriate balance and to position the product within the product category as having sufficient points-of-parity, while highlighting one or two points-of-difference.


Points-of-difference (POD) and points-of-parity (POP) trade-off relationship


Unique Selling Proposition (USP)

The concept of a unique selling proposition (USP) has become quite popular in terminology in recent years. Essentially what this refers to is points-of-difference and you can use the terms interchangeably if required. A point-of-difference is basically what is different about the firm’s product, as compared to most competitive offers. The same meaning is applied to the term ‘unique selling proposition’; that is, what is unique (that is, different) about the firms offer.


What to emphasize POD or POP?

Continuing on from the discussion on the previous section, while firms do need to balance their emphasis between points-of-parity (POP) and points-of-differentiation (POD) there are occasions when a firm should more heavily emphasize one of these elements. The following table outlines the circumstances when a greater emphasis is required.



What to emphasize

When the firm is a ‘me-too’ competitor
In this case, being a weaker competitor, the goal is to piggyback on the success of the market leader by highlighting many points-of-parity

When the firm as a market leader
This is the reverse situation from the one above. To maintain market leadership, the brand/product needs to be seen in as superior/different in key ways, thus highlighting the need to focus on relevant points-of-difference

When the firm enters an established and mature market
In this case, the likelihood of switching is relatively lower, so points-of-difference are required to break their habitual loyalty

When the firm and is a fast-growing market
Fast-growing markets have primary demand (that is, first-time customers to the market), therefore points-of-parity positioning will should be quite successful in capturing new customers

When there is a diversity of needs, even when looking at fairly narrow market segments
When there is significant diversity of consumer needs, a points-of-difference positioning should ensure that reasonable market share is generated

In a target market where the firm already offers multiple products
To reduce the risk of cannibalization of sales, the firm would need to have more emphasis on points-of-difference

In a relatively price sensitive market
Our goal in this case would be to provide additional benefits, in order to reduce the importance of price in the decision. Therefore, a points-of-difference positioning emphasis would be required



[Update] *pod* แปลว่าอะไร ดูความหมาย ตัวอย่างประโยค หมายความว่า พจนานุกรม Longdo Dictionary แปลภาษา คำศัพท์ | pod แปล – NATAVIGUIDES

问鼎[wèn dǐng, ㄨㄣˋ ㄉㄧㄥˇ, / ] lit. to inquire of the tripods (成语 saw); fig. to plan to seize power of the whole country; grand ambitions to win, 阶梯[jiē tī, ㄐㄧㄝ ㄊㄧ, / ] a step; a flight of steps; a ladder; a podium; fig.: a way up (e.g. to progress or to promotion), 茶几[chá jī, ㄔㄚˊ ㄐㄧ, ] small side table; coffee table; teapoy (ornamental tripod with caddies for tea), [xuàn, ㄒㄩㄢˋ, / ] stand for bronze tripod (archeol.); used in names, e.g. 盧武鉉 President Loh Roh Mu-hyun of South Korea, 定鼎[dìng dǐng, ㄉㄧㄥˋ ㄉㄧㄥˇ, ] lit. to set up the sacred tripods (following Yu the Great); to fix the capital; to found a dynasty; used in advertising, 鼎足[dǐng zú, ㄉㄧㄥˇ ㄗㄨˊ, ] lit. the three legs of a tripod; fig. three competing rivals, [yuán, ㄩㄢˊ, ] Protura (soil dwelling primitive hexapod); variant of 螈, salamander; newt; triton, 鼎铛玉石[dǐng chēng yù shí, ㄉㄧㄥˇ ㄔㄥ ㄩˋ ㄕˊ, / ] lit. to use a sacred tripod as cooking pot and jade as ordinary stone (成语 saw); fig. a waste of precious material; casting pearls before swine, 问鼎轻重[wèn dǐng qīng zhòng, ㄨㄣˋ ㄉㄧㄥˇ ㄑㄧㄥ ㄓㄨㄥˋ, / ] lit. to inquire whether the tripods are light or heavy (成语 saw); a laughable attempt to seize power, 倍足纲[bèi zú gāng, ㄅㄟˋ ㄗㄨˊ ㄍㄤ, / ] Diplopoda, arthropod class with a pair of legs on each segment, including centipedes 蜈蚣 and millipedes 千足蟲|千足虫 倍足类[bèi zú lèi, ㄅㄟˋ ㄗㄨˊ ㄌㄟˋ, / ] Diplopoda (arthropod class with a pair of legs on each segment, including centipedes and millipedes) 问鼎中原[wèn dǐng zhōng yuán, ㄨㄣˋ ㄉㄧㄥˇ ㄓㄨㄥ ㄩㄢˊ, / ] lit. to inquire of the tripods (成语 saw); fig. to plan to seize power of the whole country; grand ambitions to win 染指于鼎[rǎn zhǐ yú dǐng, ㄖㄢˇ ㄓˇ ㄩˊ ㄉㄧㄥˇ, / ] lit. dip one’s finger in the tripod (成语 saw); fig. to get one’s finger in the pie; to get a share of the action [zī, ㄗ, ] tripod with a small opening on top

Eagles – Hotel California

Hotel California Eagles
Eagles Hotel California
Rest In Peace Glenn Frey (19482016),
thank you for this great song.
HotelCalifornia Eagles
After Lemmy and David Bowie, another legend took the Stairway to Heaven.
The Eagles Hotel California 1976 with lyrics and some HD pics of California!
Engineer: Allan Blazek
Remastering Engineer: Bernie Grundman
Mixing Engineer: Bill Szymczyk
Producer: Bill Szymczyk
Engineer: Bruce Hensal
Guitar: Don Felder
Solo Guitar: Don Felder
Electric Guitar: Don Felder
Backing Vocals: Don Felder
Drums, Percussion, Vocals: Don Henley
Backing Vocals: Don Henley
Engineer: Ed Mashal
12 String Guitar: Glenn Frey
Vocals: Glenn Frey
String Arranger: Jim Ed Norman
Conductor: Jim Ed Norman
Guitar: Joe Walsh
Solo Guitar: Joe Walsh
Backing Vocals: Joe Walsh
Bass Guitar: Randy Meisner
Backing Vocals: Randy Meisner
Concert Master Conductor: Sid Sharp
Writer: Don Felder
Writer: Don Henley
Writer: Glenn Frey

LYRICS Hotel California Eagles
On a dark desert highway, cool wind in my hair
Warm smell of colitas, rising up through the air
Up ahead in the distance, I saw a shimmering light
My head grew heavy and my sight grew dim
I had to stop for the night
There she stood in the doorway
I heard the mission bell
And I was thinking to myself
‘This could be heaven or this could be Hell’
Then she lit up a candle and she showed me the way
There were voices down the corridor,
I thought I heard them say
Welcome to the Hotel California
Such a lovely place (such a lovely place)
Such a lovely face
Plenty of room at the Hotel California
Any time of year (any time of year) you can find it here
Her mind is Tiffanytwisted, she got the Mercedes Bends
She got a lot of pretty, pretty boys, that she calls friends
How they dance in the courtyard, sweet summer sweat
Some dance to remember, some dance to forget
So I called up the Captain
Please bring me my wine’
He said, ‘we haven’t had that spirit here since nineteen sixtynine’
And still those voices are calling from far awa
Wake you up in the middle of the night
Just to hear them say
Welcome to the Hotel California
Such a lovely place (such a lovely place)
Such a lovely face
They livin’ it up at the Hotel California
What a nice surprise (what a nice surprise), bring your alibis
Mirrors on the ceiling,
The pink champagne on ice
And she said, we are all just prisoners here, of our own device
And in the master’s chambers
They gathered for the feast
They stab it with their steely knives
But they just can’t kill the beast
Last thing I remember, I was
Running for the door
I had to find the passage back to the place I was before
Relax, said the night man
We are programmed to receive
You can check out any time you like
But you can never leave!

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Eagles - Hotel California

Big Bang Hit (2006 – 2017)

Big Bang Hit (2006 - 2017)

3 Doors Down – Here Without You (Official Music Video)

Music video by 3 Doors Down performing Here Without You. (C) 2002 Universal Records, a Division of UMG Recordings, Inc.
3DoorsDown HereWithoutYou Remastered

3 Doors Down - Here Without You (Official Music Video)

System Of A Down – Chop Suey! (Official HD Video)

Official HD music video for ”Chop Suey!” by System of a Down
Listen to System of a Down:
Subscribe to the official System of a Down YouTube channel:
Watch more System of a Down videos:
Follow System of a Down:
I don’t think you trust
In my selfrighteous suicide
I cry when angels deserve to die
SystemOfADown ChopSuey! HD Remastered

System Of A Down - Chop Suey! (Official HD Video)

P.O.D. – Beautiful (Official Music Video)

\”Beautiful\” by POD from their album, Murdered Love Download the Murdered Love Digital Deluxe Edition on iTunes now:
Music video by P.O.D. performing Beautiful (Official Music Video). (C) 2013 Razor \u0026 Tie Recordings, LLC
POD Beautiful Vevo Rock OfficialMusicVideo

P.O.D. - Beautiful (Official Music Video)

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