Sample Essay on:
Positioning and the 4 P's

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Essay / Research Paper Abstract

This 4 page paper is written in two parts. The first part considers how position should be determined for a new product by looking at aspects such as the potential market, the resources and capabilities of the company and the lifecycle stage of the product. The second part of the paper looks at the 4 P's of product, price, placement and promotion then considers how these may be manipulated for a highly differentiated product. The bibliography cites 2 sources.

Page Count:

4 pages (~225 words per page)

File: TS14_TEpositn4.rtf

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Unformatted sample text from the term paper:

services images. 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 tit 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. To devise a strategy we need to look at how positioning should be determined. The positioning of a company will determine how it is seen by different consumer groups. Examples of positioning may be seen if we look at car manufacturers, Mercedes and Rolls Royce may be seen as high quality distinctive car manufacturers. The target market will have a high level of disposable income, and as such the positioning for the target market also needs to have a string association with quality and service. Likewise, if we are going to try and sell bargain basement cars, the perception needs to be of value to the target market, which may be a lower class or lower income group. The positioning is important when a company is compared to its competitors. To consider how to position the company we need to loo at the strengths and resources., The fewer the resource the greater the attractiveness of a niche market. The more exclusive the potential produce or different from others on the market the higher the level of the price that may be charged. Therefore, if we have a product that is brand new, and never been on the market before we need to ...

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