Chapter 5_ Lecture Materials -- Positioning & Repositioning_ Marketing in Organizations (2021 Fall 5

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Up to this point we have been creating strategy. It are the marketing tactics that make marketing what we know it to be in themarketplace. The process of using the 4 Ps to create a unique position in the consumer's mind is calledpositioning. For example,a Honda Civic and a Ferrari 488 Spider are both cars. They both move a human (and some stuff) from point A to point B. BUT - it iseasy to see that they occupy VERY different places in the consumer's mind. The Ferrari is more expensive, faster, more luxurious,and more fun than the Civic. This is done by using the 4 Ps. A Civic is economically constructed with the features their targetcustomers need while a Ferrari is constructed for excellence. The Ferrari is about $250,000 more expensive. It can only bepurchase atveryselect locations while the Civic is available in every major city. Finally, Honda advertises using almost every majormedium. Ferrari has an F1 team and very little other "traditional" communication. [In an earlier version of this page, I made the

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