Question

Difference between high tech and high touch positioning strategies

Answer 1

Explanation:

1) High Tech Positioning:

Personal computers, video and stereo equipment, and automobiles are examples of product categories where high-tech positioning has proven effective. Such products are frequently purchased on the basis of concrete product features, although image may also be important. Buyers typically already possess or wish to acquire considerable technical information. High-tech products may be divided into three categories: technical products, special-interest products, and demonstrable products.

2) High-Touch Positioning:

Marketing of high-touch products requires less emphasis on specialized information and more emphasis on image. Like high-tech products, however, high touch categories are highly involving for consumers. Buyers high-touch products also share a common language and set of symbols relating to themes of wealth, materialism, and romance.

Answer 2

High Tech vs High Touch Positioning

High tech positioning:

• Importance is held onto product features and images of the product.
• Buyers have already made up their minds what product or model to buy considering the technical information that they already possess.

High-Touch Positioning:

• Preference is given to the image that is to be used to market the product over technical specifications to allure the customers.