1. Product Positioning
Business Marketing

2. Learning Objectives Marketing Strategy: Strategies, Positioning, and Marketing Objectives
Describe the alternative strategies by industry position.
Explain the concepts of relationship marketing and strategic alliances.
Identify the reasons that have made positioning essential in today’s business climate.
List and describe the steps required for effective positioning (the five Ds).

3. Learning Objectives Marketing Strategy: Strategies, Positioning, and Marketing Objectives
List and describe the six different approaches to positioning.
Explain the benefits of having marketing objectives and list the four requirements for good marketing objectives.

4. It is a combination of target markets and
Marketing Strategy
The selection of a course of action from among several alternatives that involves specific customer groups, communication methods, distribution channels, and pricing structures.
It is a combination of target markets and
marketing mixes.

5. Target Market A target market is a market segment selected by a
company/organization
for marketing attention.
Market segmentation involves dividing
customers into groups (market segments)
with common characteristics.

6. Marketing Mix
A marketing mix includes those controllable factors that have been chosen to satisfy customer needs.
The four controllable factors are product, price, place, promotion,
These are also known as the 4 Ps.

7. Marketing Objective A marketing objective is a measurable goal
that a company/organization
attempts to achieve for a target market
within a specific time period,
typically one year.

8. Alternative Strategies for Product Life Cycle Stages
Introduction Stage
Rapid-skimming strategy (high price/high promotion).
Slow-skimming strategy (high price/low promotion).
Rapid-penetration strategy (low price/high promotion).
Slow-penetration strategy (low price/low promotion).

9. Alternative Strategies for Product Life Cycle Stages
Growth Stage
Improve service/product quality and add new features and elements
Pursue new target markets
Use new channels of distribution
Lower prices to attract more price-sensitive customers
Shift some advertising emphasis away from building awareness to creating desire and action

10. Alternative Strategies for Product Life Cycle Stages
Maturity Stage
Market-modification strategy
Product-modification strategy
Marketing-mix modification strategy
Decline Stage
Reduce costs
Sell off or get out of the business

11. Positioning
Positioning is the development of a marketing mix to occupy a specific place in the mindsof customers within target markets.

12. Reasons for Increased Importance of Positioning
Perceptual processes of customers
They screen out most information
2. Greater competition
More organizations competing for share of mind
3. Growing volume of commercial messages
Advertising and promotion clutter

13. Steps Required for Effective Positioning (the five Ds)
Documenting
Deciding
Differentiating
Designing
Delivering

14. The 5 Ds of Positioning Documenting
What benefits are the most important to your current and potential customers?
Deciding
What image do you want your current and potential customers to have of your organization?
Differentiation
Which competitors do you want to appear different from, and what are the factors that you will use to make your organization different from them?

15. The 5 Ds of Positioning Designing
How will you develop and communicate these differences?
Delivering
How will you make good on what you’ve promised, and how do you make sure that you have “delivered?”

16. Positioning Approaches: Six Major Alternatives
Specific product features
Benefits, problem solution, or needs
Specific usage occasions
User category
Against another “product”
“Product class” dissociation