"High-tech to high-touch continuum: A high-tech to high-touch continuum framework helps a marketer assess whether to use a global or a local marketing strategy. According to the framework, for high-involvement products that approach either end of the high-tech/high-touch continuum, product standardization is more successful. It would be suitable for a marketer to position such products as global brands. On the other hand, for low-involvement products that lie on the mid-range of the high-tech/high-touch continuum, the marketer should follow a localized approach and go in for a market-by-market execution. The marketer should position such products as local brands. Thus it can be observed that both marketers and consumers use a common vocabulary for high-tech products, like, kilo bytes, mega bytes for RAM storage capacity in computers or Bluetooth for data transfer in mobiles etc. In case of internet connections, the speed is marketed in MBPS (Mega bits per second); or In the case of hand held electronic devices, the marketer communicates in terms of GPS (Global Positioning System), Bluetooth, Camera with certain Mega-Pixel, MP3 etc. They use rational appeals for products like computers, laptops, cameras, DVD players etc. High-tech positioning is used for such products. On the other hand, marketers use social and emotional appeals or even status/image for high-touch products, be it perfumes, mobile phones, apparel wear etc. High-touch positioning is used for such image related products. Source: http://in.docsity.com/en-docs/Product_Recognition_Continuum_-_Consumer_Behavior_-_Solved_Quiz_"
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