Product positioning is the final step in the segmentation, targeting, and positioning process. It determines how a company wants a chosen audience to think and feel about its offering.
Product positioning is the process of deciding and communicating how an organization wants its market to think and feel about a product or service. Positioning is about shaping a meaningful place for an offering in customers’ minds relative to the alternatives they know.
All flashcards
Positioning statement
A concise description of an offering, its intended audience, the benefit it provides, and why customers should believe its claims.
Head-to-head positioning
A strategy that compares an offering directly with competitors in the same market.
Differentiation positioning
A strategy that emphasizes distinctive qualities to distinguish an offering from alternatives.
Perceptual map
A visual representation of how target customers perceive an offering relative to competitors.
Determinant attributes
Product attributes customers consider important when making a purchase decision; they form a perceptual map’s dimensions.
Quiz questions
What is the central feature of head-to-head positioning?Answer: Directly comparing an offering with competitors in the same market.
What does differentiation positioning emphasize?Answer: Distinctive qualities that make an offering stand out from alternatives.
Which set of elements commonly makes a positioning statement useful?Answer: Audience, offering, customer benefit, point of difference, and supporting evidence.
What does a perceptual map primarily represent?Answer: Target customers’ perceptions of offerings in relation to competitors.
What makes an attribute determinant when creating a perceptual map?Answer: Customers consider it important when choosing among offerings.
Based on Principles of Marketing by Dr. Maria Gomez Albrecht, Dr. Mark Green, Linda Hoffman (OpenStax), licensed CC BY 4.0. Adapted into a summary, flashcards and quizzes.