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Essay / Research Paper Abstract
This 6-page paper discusses positioning in marketing, and how the marketing mix can assist in this endeavor. Bibliography lists 1 source.
Page Count:
6 pages (~225 words per page)
File: AS43_MTposiprod.rtf
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Unformatted sample text from the term paper:
lines of a better mousetrap). This was because at one time, there wasnt really a whole lot of competition for the mousetrap maker. There were cats, and that was about
it. But then competition started threatening to effect our mousetrap makers product and ability to make a profit. So he decided to add more bells and whistles to the product.
Because of the extras, he had to charge a higher price, meaning only wealthier people could afford the product. So we had our original mousetrap maker who was selling his
traps to the upper crust, while his competition continued selling the bottom-line traps. This is a basic example of positioning when it
comes to marketing. The mousetrap maker, seeking to stand out from the competition, created something slightly different than the norm, and sold it to a targeted audience.
The concept of product positioning is that of creating a "unique, consistent and recognized customer perception about a firms offering and image" (Berry, 2006). A product
(or service) can be positioned on a variety of attributes, such as price, benefit, class, level of quality or use (Berry, 2006). The same product, in fact, can be positioned
in a variety of ways (Berry, 2006). Taking our mousetrap above - it can certainly be positioned as a mouse-killer. But to some
other market it could be positioned as a somewhat interesting, if odd, piece of artwork. Still others could see it as a way to punish people (though this would be
a very cruel thing to do to anyone). What were trying to do here is demonstrate how a basic product can have a lot of different uses.
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