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Market Positioning Essay

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Below is an essay on "Market Positioning" from Anti Essays, your source for research papers, essays, and term paper examples.

Competitive Market Positioning

* The extent to which a company can position itself as providing superior value to selected target markets is the extent to which it will gain competitive advantage
* Superior value > price & level of benefit
* Competitive advantage
* Produce/Service = the way it is defined by consumer’s on important attributes
* Personnel
* Image
* The position is the place product/service occupies in consumers’ minds relative to the competitor
* Position define the difference = differential advantage
* Jobber, 2007 - key to successful positioning
* Clarity
* Consistency
* Credibility
* Competitiveness
* Types of positioning
* Real positioning = based on verifiable, factual attributes eg largest – cheapest
* Psychological positioning
* Based on emotional or attitudinal attributes eg caring, trustworthy and exciting
* Ries and Trout (1981) = ‘Positioning is not about what you do to a product. Positioning is what you do to the mind of the prospect’
* Achieving desired positioning
* Existing products may need to be repositioned
* New products need to have a sound position established quickly

Global Product 1

* Tangible = soft drink, detergent, car, cosmetics, fast food outlet
* Intangible = teaching, consulting, financial service, airline
* Three level of products

* Classification of consumer goods
* Staple goods
Impulse goods
Emergency goods
Staple goods
Impulse goods
Emergency goods
Convenience goods
* Shopping goods
* Specialty goods
* Unsought goods
* Classification of industrial goods
* Materials and parts = raw/manufactured materials
* Capital items = installations / accessory equipment
* Supplies and services = supplies / business services

* Global products = standardized to some extent across a...

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"Market Positioning". Anti Essays. 16 Jan. 2018

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Market Positioning. Anti Essays. Retrieved January 16, 2018, from the World Wide Web: http://anties.wressy.com/free-essays/Market-Positioning-187211.html