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Unformatted text preview: for something different, that’s important.” 4. Define the word “position” and state what criteria must be met to form an effective position (hint: the slides list four criteria, three from the marketing cheer slide). Position : the place the product occupies in consumers’ minds relative to competitors 1. Must stand for something 2. Must stand for something that’s different 3. Must stand for something that’s important 4. Position must be linked to the value proposition (credibility); this means that the position must make sense given the key benefits of the product....
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- Fall '10
- Marketing, Lip Balm, Burt’s Bees, best lip balm, lip balm features