Modern Marketing Principles Chapter 4: Positioning

confused positioning

occurs when a product is positioned by claiming too many benefits, or worse, benefits that are contradictory

doubtful positioning

occurs when the way a product is positioned touts benefits that are simply not believable, or too good to be true

first (in market)

first to provide some service or functionality

follower (in market)

other products preceded the product to market

irrelevant positioning

occurs when a product claims benefits or differentiation that no group of customers cares about

over-positioning

occurs when the product has been positioned too narrowly

position

the space in the market for which the product is ideally suited, or the market you would like to occupy completely

positioning

the strategic process of developing a market position for a product involving collaboration between marketing, sales, and product management teams

positioning matrix

a visualization in grid format of how various products in a market are positioned using the top differentiators as scales along an X and Y axis

positioning statement

a succinct expression of a product's market position

reposition

to find a new niche in which to compete

target audience

this is the ideal customer segment of niche you selected for the product you are positioning

under-positioning

occurs when a product has no clear advantage or differentiation, thus failing to convey to consumers an understanding of what makes the product better

Unique Selling Proposition (USP)

an adaptation of the product positioning statement for use in sales dialogues and communications