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Unformatted text preview: able (company must have resources to
create a marketing mix for each segment)
Measurable (must be able to determine the
needs of the segment and satisfaction levels). Market Positioning
Differentiation is the act of designing a set of meaningful
differences to distinguish the company's offer from the
Positioning is the act of designing the company's offer
so that it occupies a distinct and valued place in the
target customers' minds. Perceptions are more
important to positioning than attributes.
"Positioning is not what you do to a product. Positioning is what
you do to the mind of the prospect." Al Ries and Jack Trout, Advertising
Age, 1972 "A company should develop a unique selling proposition (USP)
for each brand and stick to it."Rosser Reeves, Reality in Advertising Steps in the Positioning Process
1. Identify relevant set of competitive products.
2. Identify the set of determinant attributes that define
the “product space” in which positions of current
offerings are located and collect information.
3. Determine product’s current location in the product
space (product positioning).
4. Determine customers’ most...
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- Spring '12