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American Heritage Dictionary

In: Business and Management

Submitted By ilonna
Words 715
Pages 3
Introducción

Desde su nacimiento Merriam-Webster’s Collegiale Dictionary gozaba del éxito y prestigio obtenido por las dos primeras ediciones, sin embargo las críticas que le tercera edición generó por su inapropiado uso de la lengua inglesa, provocaron que Houghton Mifflin y su compañía, luego de fallido intento de compra de Merriam-Webster’s, lanzara su propio diccionario: The American Heritage Dictionary.
No fue sino hasta su tercera edición que AHD se posicionó como uno de los diccionarios más populares entre los estadounidenses, gracias a los avances que se hicieron en ella respecto de las ediciones anteriores y a la potente campaña de marketing que The American Heritage Company realizó para captar la atención de los consumidores, que lo convirtió en una gran opción a la hora de elegir un diccionario.

1.- ¿Posicionó Houghton Mifflin su tercera edición de The American Heritage Dictionary para evitar o facilitar la competencia directa con otros diccionarios del mercado? ¿Qué razón fundamental justificaría el uso del tipo de estrategia de posicionamiento que empleo la empresa en este sentido?
La planeación y los esfuerzos del equipo de Houghton Mifflin aplicados en el desarrollo de la 3ra edición de The American Heritage Dictionary facilitó la competencia con los demás diccionarios existentes hasta la fecha, debido a que se presentó un producto mejorado que era superior a los que había en el mercado, más avanzado, incluso que las ediciones anteriores de AHD y de su principal competidor Merriam-Webster’s Dictionary. El resultado de años de trabajo, impulsado por una intensiva campaña de marketing, se reflejó en el aumento de las ventas que logró posicionarlo en un corto plazo como un producto de calidad que llegó a ser Best Seller otorgándole solidez que además sirvió como base para todos los productos asociados y especializados que se lanzaron con posterioridad.
Pero el objetivo principal de Houghton Mifflin era destronar el liderazgo de Merriam-Webster’s y posicionar a The American Heritage Dictionary como el mejor diccionario de la lengua inglesa. De esta manera utilizó estrategias que hacían hincapié en la calidad, conveniencia, seguridad y facilidad de uso que ofrecía al tiempo que era relacionado a algo popular. Todas estas cualidades le otorgaron una mayor participación que le arrebató gran parte del mercado a Webster’s y lo ubicaron como una fuente confiable de información. No obstante aunque esas campañas dieron sus frutos y la imagen de AHD tuvo una gran mejoría y aún en la actualidad es muy popular, habría que preguntarse si efectivamente pudo arrebatarle el primer lugar a Merriam-Webster’s Dictionary ya que este aún es percibido como el mejor diccionario de la lengua inglesa.

2.- ¿Con base en qué características de producto se posicionó el nuevo American Heritage Dictionary para diferenciarlos de los de la competencia? Analice brevemente cómo se logró esta diferenciación.
Las principales características que diferenciaron a The American Heritage Dictionary del resto de sus competidores radican en la presentación de un producto más fácil de usar que incorporo nuevas palabras, ilustraciones, un producto simple pero muy completo que sobrepasó las expectativas de los consumidores. Como ejemplo se puede indicar que llegó a un segmento que no había sido cubierto por los demás diccionarios al tener un diccionario con un formato intermedio a un precio intermedio que en cuanto a calidad era superior a los existentes, respaldado por un programa de televisión que lo utilizaba como fuente de verificación otorgándole así el reconocimiento de calidad.

3.- ¿Qué tipo de producto de consumo es The American Heritage Dictionary?
Podría clasificarse como un producto de comparación, ya que se requiere de información del producto y de comparación con otras marcas u otros productos de similares características para adquirirlo. Sin embargo el tipo de producto que es depende del consumidor o el mercado en el que se encuentre. Su contenido hace referencia al conocimiento en específico del uso de la lengua inglesa, de sus orígenes, su historia, que lo deja como un producto de consumo habitual, mas no de compra habitual, para alguien de habla inglesa, pero para alguien que estudia la lengua inglesa significa un producto de especialización en el que se emplea - en el tradicional American Heritage Dictionary y en sus derivados - tecnicismos y vocablos especializados, que lo convierten en un producto de compra poco frecuente y por lo general de precios elevados.

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