Let the Market Know You Better

• Positioning

  In the context of a marketing battle plan, has three overlapping objectives:

  1. Enterprise perspective

  2. Competitive perspective

  3. Customer's perspective
• Latitude


  Lays out what is important to the different customer segments from their differing points of view
• Longitude


  In the marketing map represents the product features and attributes of competitors in the marketplace
• Types of products


  • Breakthrough products
  • Differentiated products
  • Copycat products
  • Niche products
• Packaging


  • Identifies the product, describes its features and benefits
  • Differentiates the product from competitors and other brand offerings
  • Lengthens the lifespan, physically protects, and extends the usefulness of the product
  • Has become an environmental issue
  • Increased the cost of the product
• Relevant location drivers


  • Physical proximity to target market
  • Customer traffic flow
  • Industry clustering
  • Convergence of multiple industries
  • Population concentrations
  • Activity hubs
  • Growth potential
  • Business climate
  • Cost of doing the business
• Marketing efforts of people

  • Create customer awareness
  • Arouse customer interest
  • Educate customers as they evaluate their buying choices
  • Close the sale and deliver the products
• Effective promotion


  • Credibility of the communicator
  • Message and the medium of the message
  • Receptiveness of the audience
• Pricing objectives


  • Profit maximization
  • Revenue maximization
  • Market share maximization
  • Attainment of the desired prestige or quality leadership
  • Penetration, survival, or liquidation
  • Scarcity pricing or market skimming
  • Cost recovery
  • Subsidy pricing
  • Marginal pricing