Frame Of Reference

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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.


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