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POSITIONING

In marketing, positioning means 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.

Re-positioning involves changing the identity of a product, relative to the identity of competing products, in the collective minds of the target market. In volatile markets, it can be necessary - even urgent - to reposition an entire company, rather than just a product line or brand. This is especially true of small and medium-sized firms, many of which often lack strong brands for individual product lines. In a prolonged recession, business approaches that were effective during healthy economies often become ineffective and it becomes necessary to change a firm’s positioning.

De-positioning involves attempting to change the identity of competing products, relative to the identity of your own product, in the collective minds of the target market.

Although there are different definitions of Brand Positioning, probably the most common is: identifying a market niche for a brand, product or service utilizing traditional marketing placement strategies (i.e. price, promotion, distribution, packaging and competition).

Also positioning is defined as the way by which the marketers create impression in the customers mind.

Positioning is something (perception) that happens in the minds of the target market. It is the aggregate perception the market has of a particular company, product or service in relation to their perceptions of the competitors in the same category. It will happen whether or not a company’s management is proactive, reactive or passive about the on-going process of evolving a position. But a company can positively influence the perceptions through enlightened strategic actions.

Differentiation in the context of business is what a company can hang its hat on that no other business can. For example, for some companies this is being the least expensive. Other companies credit themselves with being the first or the fastest. Whatever it is a business can use to stand out from the rest is called differentiation. Differentiation in today’s over-crowded marketplace is a business imperative, not only in terms of a company’s success, but also for its continuing survival.

 

1. Define the main idea of each paragraph.

 

2. Find among underlined words in the text which fit these meanings:


1.a particular way of understanding or thinking about something

2.the qualities that make someone or something what they are and different from others

3.containing too many people or things

4.a product or group of products that has its own name and is made by one particular company

5.reacting to things that happen, rather than making things happen yourself

6.to be much more impressive or important than others

7.this situation which can suddenly change or become more dangerous

8.total

9.an opinion or feeling you have about someone or something you have seen but do not know very well



10.a period when trade and industry are not successful and there is a lot of unemployment

11.accepting what happens without trying to control or change events or to react to things

12.to say or believe that someone is responsible for a particular achievement or has a particular quality

13.the fact or state of continuing to live or exist, especially in difficult conditions

14.to use something

15.taking action and making changes before they need to be made, rather than waiting until problems develop


1. Read the text about targeting strategies and:

1. Give the definitions of targeting strategies.

2. Give the advantages of each of them.

3. Give their disadvantages.

4. When is it better to use each of the targeting strategy?

5. What is positioning?

6. What advantages does positioning have?

 


Date: 2015-01-12; view: 1181


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