By allowing digital copies on the interest or to your iPod and cell phones, you can access this cookbook anywhere any time, something the traditional cookbooks do not do currently. This will definitely set us apart from our competitors and start a whole new market of going green and digital!
By going one step further and allowing functions on the website such as rating systems, forward to a friends, blogs, we are allowing people to connect other people with the same values, interests, and behaviors, thus making the site more social and will produce more hits and purchases of the book. We would be building a relationship online which they would figure out that's the best way to go. By doing everything digital and only have one element as a hard copy such as the cookbook we would certainly communicate our position in the digital world and our target consumers.
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Armstrong & Kotler, 9th Edition Marketing An Introduction, Choosing a Differentiation and Positioning Strategy, Page 192
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