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Flashcards in Positioning (4) Deck (16)
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1

What is positioning?

positioning is a strategy for defining and portraying brands or products in ways that cause the ideal customers to perceive them as the best solution for their needs.

2

Positioning is a ______ for defining and portraying brands or products in ways that cause the ideal customers to perceive them as the best solution for their needs.

strategy

3

Positioning can and should occur for both ______ and their products.

brands

4

"Positioning is not what you do to a product. It is what you do to the ____ of the prospect. That is, you ______ the product in the mind of the prospect.”

mind, position

5

When really effective positioning is determined for a product, that _____ exerts a great deal of _____ about how the product evolves and is promoted.

position, influence

6

Does positioning have an influence on the perception of a brand and/or product?

Yes

7

What is the question that positioning seeks to satisfy/answer in the mind of the consumer?

More practically, what positioning does for a product is help answer the question that is in the mind of every consumer: “Why should I buy from you?”

8

Positioning is what allows brands to position a product to ideally suit the specific _____ of a consumer

needs

9

a _______ is the space in the market for which a product is ideally suited, one which you hope to occupy completely

position

10

a position is the _____ in the market for which a _____ is ideally suited, one which you hope to occupy completely

space, product

11

What is a position?

the space in the market for which a product is ideally suited, one which you hope to occupy completely

12

a _______ ______ is a succinct expression of a product’s market position

positioning statement

13

When is a positioning statement developed?

it is developed at the end of the positioning process, after a product’s market position is determined.

14

an Unique Selling Proposition (USP) is an _______ of the product positioning statement for use in sales dialogues and communications

adaptation

15

What is a USP?

an adaptation of the product positioning statement for use in sales dialogues and communications

16

Positioning products well is important because it helps the target audience understand why certain products are the _____ and best solutions to meet customer ______.

ideal, needs