Chapter 8: Positioning

Learning Objectives

  • Why positioning matters.
  • Define positioning and differentiation, and why they are important to marketing a product or service
  • Explain the process of selecting a positioning and differentiation strategy
  • Develop and evaluate positioning statements based on defined criteria
  • Explain repositioning and the associated risks and complexities of repositioning a product or service
  • Describe the process of implementing a positioning strategy



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Introduction to Marketing I 2e (MKTG 1010) Copyright © 2021 by NSCC & Lumen Learning is licensed under a Creative Commons Attribution 4.0 International License, except where otherwise noted.

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