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Positioning: The Essence of Marketing Strategy
Moore, Marian Chapman; Helstein, Richard Technical Note M-0754 / Published March 16, 2009 / 10 pages.
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Product Overview

This note follows the development of a positioning statement for a target market. The exercise includes determining the relevant point of reference (market definition, product category, competitive set) and associated points of parity, the point of difference, and why customers should believe the product or service can deliver on the desired positioning. The appendix contains a description of perceptual mapping, a tool that is often used when making positioning decisions.

Learning Objectives

Understand the critical role of positioning in marketing strategy Learn the elements of a positioning statement

  • Overview

    This note follows the development of a positioning statement for a target market. The exercise includes determining the relevant point of reference (market definition, product category, competitive set) and associated points of parity, the point of difference, and why customers should believe the product or service can deliver on the desired positioning. The appendix contains a description of perceptual mapping, a tool that is often used when making positioning decisions.

  • Learning Objectives

    Learning Objectives

    Understand the critical role of positioning in marketing strategy Learn the elements of a positioning statement