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Essay / Research Paper Abstract
This 4 page paper looks at the concept and practice of positioning and the way in which it is interdependent with many other marketing concepts. The paper discusses the role of positioning in the context of the broader marketing environment and presents some of the interdependencies as a mind map. The bibliography cites 1 source.
Page Count:
4 pages (~225 words per page)
File: TS14_TEposition.rtf
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Unformatted sample text from the term paper:
concepts and models should not be seen as working in isolation, many of the models have overlaps and the aspects of marketing that they concern may be seen as interdependent
with marketing elements that are seen in other models or theories. A good example is the concept and use of positioning, this
is s topic in its own right, it is an important part of marketing, but it should not be considered in isolation from other elements of marketing. Kotler (2003) describes
positioning as "the act of designing the companys offering and image so that they occupy a meaningful and distinct competitive position in the target consumers mind". This is important to
note that it is the perception of the target market that matters, as they are the consumers likely to make the purchase, and it is also important that there is
a meaningful position in the minds of the consumer. When a company is determining positioning for its products or services it need
to look at the strengths and resources, either those it already has, or in some cases those it can easily obtain. The fewer resources the company has the greater the
attractiveness of a niche market due to the way that the market operates and the ability of the company to more effectively use its resources with a focused strategy.
Where there are products which are more exclusive or different from others on the market the higher the level of the price that
may be charged as it benefits from the competitive advantage of differentiation, as long as the different aspect it one that is valued by the buyers and the buyers are
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