MKTG 4820 - Positioning is the process by which marketers...

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Positioning is the process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization. OR Brand Image is the sum of impressions customers have about a specific brand or the impression in the consumers' mind of a brand's total personality You might not expect Gong Jianchen to be much of a brand aficionado. The 45-year-old father of two drives a truck, delivering pots, pans, and appliances from his hometown of Qiaoliufan, a sleepy little village in northern China where farmers ride their bikes in from the surrounding wheat fields to do their daily shopping. But just ask Gong about his favorite toothpaste or shampoo, and he turns rhapsodic. "Our family buys both Head & Shoulders and Rejoice, and Crest is good for brushing teeth," he says, reaching for the products as he shops. "Quality, at a reasonable price, is most important." Latent market an undiscovered market; demand would be there if product was there or a potential market that has been identified for a product or service that is not yet offered. The identification of latent markets can help a company decide what new products or
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