Unlock document.
This document is partially blurred.
Unlock all pages and 1 million more documents.
Get Access
Lee, Social Marketing, Fifth Edition Instructor’s Resources
Chapter 9:
Crafting a Desired Positioning
Chapter Summary
Positioning is the act of designing the organization’s offering in such a way
that it lands on and occupies a distinctive place in the mind of the target
market—where you want it to be. Step 6 in the marketing planning process
recommends that you develop a positioning statement at this point. The
research on your target audience’s barriers, benefit, competitors, and
in)uential others in Step 5 will provide the inspiration you need. It will also
help build consensus among your colleagues and partners, ensuring fewer
surprises and disappointments as you move forward to developing your
strategies.
Positioning statements may be focused on behaviors, barriers, benefit, the
competition, and/or on repositioning. Your decisions will re)ect your value
proposition, a reason why the target market should buy the product—from
you!
Take time and care to develop this statement, as you will refer to it frequently
when developing each of the 4Ps. This will help ensure that “proper landing”
you have in mind.
