This note takes the reader through the development of a positioning statement for a target market. The exercise includes determining the relevant point of reference (market definition, product category, competitive set) and associated points of parity, the point of difference, and why customers should believe the product or service can deliver on the desired positioning. The appendix contains a description of perceptual mapping, a tool that is often used when making positioning decisions.

【書誌情報】

ページ数：10ページ

サイズ：A4

商品番号：HBSP-UV1425

発行日：2009/3/16

登録日：2018/5/8