Positioning

Question 1

Merchandise,service, institution, person

Answer 1

Starts with a product

Question 2

It’s not about what you do to a product

Answer 2

It’s what you do to the mind of the prospect

Question 3

Positioning the product in the mind of the prospect…. A

Answer 3

Act of designing the organization’s actual and perceived offering in such a way that it lands on and occupies a distinctive place in the mind of the target audience.

Question 4

Positioning the product in the mind of the prospect…. (when to do this)

Answer 4

After you have selected and researched your target audience and before you develop your marketing mix strategy.

Question 5

Attributes or benefits consumers strongly associate with a brand and believe they could not find with a competitive brand…

Answer 5

Points of difference

Question 6

Associations that are not necessarily unique to the brand but may be considered essential to a legitimate offering within a certain product or service.

Answer 6

Point of Parity

Question 7

Points of difference

Answer 7

Attributes or benefits consumers strongly associate with a brand and believe they could not find with a competitive brand…

Question 8

Point of parity

Answer 8

Associations that are not necessarily unique to the brand but may be considered essential to a legitimate offering within a certain product or service.

Question 9

Positioning statement:

We want [A] to see [B] as [C] and as more important and beneficial than [D]

Answer 9

A. Target Market
B. Desired Behavior
C. Set of Benefits
D. Competition

Question 10

Consider a focus for positioning statement:

Answer 10

• Drive home specific behaviors
• Highlight benefits
• Overcome barriers
• Upstage competition
• Reposition an old brand