Posted in Marketing and Strategy Terms, Total Reads: 1062
Definition: Frame Of Reference
The process of marketing a service or a product starts with a frame of reference which enables potential stakeholders to compere the offering with other offerings from competitors. The frame of reference could include products of a dissimilar type. The frame of reference helps the company to persuade its target market.
For example, if a car manufacturing company markets its cars as vehicles of transportation between different locations then it is using transportation as a frame of reference. If another car manufacturing company stresses on luxurious seats and body then it is using luxury as it frame of reference.