[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"detail-sidebar-cat-0-en-105":3,"doc-seo-605504-105":59,"doc-detail-605504-en":130},{"code":4,"msg":5,"data":6},0,"success",[7,13,18,23,28,33,38,43,48,51,55],{"id":8,"doc_module":4,"doc_module_name":9,"category_name":10,"show_sort_weight":11,"slug":12},1,"Document","Story & Novel",90,"story-novel",{"id":14,"doc_module":4,"doc_module_name":9,"category_name":15,"show_sort_weight":16,"slug":17},2,"Literature",80,"literature",{"id":19,"doc_module":4,"doc_module_name":9,"category_name":20,"show_sort_weight":21,"slug":22},4,"Exam",70,"exam",{"id":24,"doc_module":4,"doc_module_name":9,"category_name":25,"show_sort_weight":26,"slug":27},5,"Comic",60,"comic",{"id":29,"doc_module":4,"doc_module_name":9,"category_name":30,"show_sort_weight":31,"slug":32},6,"Technology",50,"technology",{"id":34,"doc_module":4,"doc_module_name":9,"category_name":35,"show_sort_weight":36,"slug":37},7,"Healthcare",40,"healthcare",{"id":39,"doc_module":4,"doc_module_name":9,"category_name":40,"show_sort_weight":41,"slug":42},8,"Research & Report",30,"research-report",{"id":44,"doc_module":4,"doc_module_name":9,"category_name":45,"show_sort_weight":46,"slug":47},9,"Religion & Spirituality",20,"religion-spirituality",{"id":46,"doc_module":4,"doc_module_name":9,"category_name":49,"show_sort_weight":46,"slug":50},"World Cup","world-cup",{"id":52,"doc_module":4,"doc_module_name":9,"category_name":53,"show_sort_weight":52,"slug":54},10,"Lifestyle","lifestyle",{"id":56,"doc_module":4,"doc_module_name":9,"category_name":57,"show_sort_weight":24,"slug":58},19,"General","general",{"code":4,"msg":60,"data":61},"ok",{"site_id":62,"language":63,"slug":64,"title":65,"keywords":66,"description":67,"schema_data":68,"social_meta":123,"head_meta":125,"extra_data":127,"updated_unix":129},105,"en","principles-of-marketing-module-8-positioning","Principles of Marketing - Module 8 - Positioning","","Module 8 of a marketing course explains positioning as a strategic process for defining where an offering should “fit” in a market niche relative to customer alternatives. It covers the key elements marketers must determine—place, rank, attitude, outcomes, and differentiation—then distinguishes positioning from differentiation. The module provides a step-by-step process (market dynamics, competitive advantages, niche definition, strategy communication), shows positioning strategies and examples, and outlines positioning statements, evaluation criteria, and repositioning drivers, benefits, and pitfalls.",{"@graph":69,"@context":122},[70,84,105],{"@type":71,"itemListElement":72},"BreadcrumbList",[73,77,79,82],{"item":74,"name":75,"@type":76,"position":8},"https://docshare.wps.com","Home","ListItem",{"item":78,"name":9,"@type":76,"position":14},"https://docshare.wps.com/document/",{"item":80,"name":40,"@type":76,"position":81},"https://docshare.wps.com/document/research-report/",3,{"item":83,"name":65,"@type":76,"position":19},"https://docshare.wps.com/document/principles-of-marketing-module-8-positioning/605504/",{"url":83,"name":65,"@type":85,"image":86,"author":91,"headline":65,"publisher":94,"fileFormat":97,"inLanguage":63,"description":67,"dateModified":98,"datePublished":99,"encodingFormat":97,"isAccessibleForFree":100,"interactionStatistic":101},"DigitalDocument",{"url":87,"@type":88,"width":89,"height":90},"https://docshare.wps.com/thumbnails/principles-of-marketing-module-8-positioning/605504.png","ImageObject",300,407,{"name":92,"@type":93},"Aran","Person",{"url":74,"name":95,"@type":96},"DocShare","Organization","application/vnd.openxmlformats-officedocument.presentationml.presentation","2026-10-28","2026-10-16",true,{"@type":102,"interactionType":103,"userInteractionCount":19},"InteractionCounter",{"@type":104},"ViewAction",{"@type":106,"mainEntity":107},"FAQPage",[108,114,118],{"name":109,"@type":110,"acceptedAnswer":111},"What does positioning mean in marketing, and why is it important?","Question",{"text":112,"@type":113},"Positioning is a strategic process used to determine the place or “niche” an offering occupies in a market relative to other customer alternatives. It helps a product or service stand out by communicating unique value that customers value and competitors cannot easily copy.","Answer",{"name":115,"@type":110,"acceptedAnswer":116},"What are the main steps in the positioning process?",{"text":117,"@type":113},"The process includes confirming understanding of market dynamics, identifying competitive advantages, choosing advantages that define the niche, defining the positioning strategy, and then communicating and delivering on that strategy.",{"name":119,"@type":110,"acceptedAnswer":120},"What is a positioning statement and what criteria should it meet?",{"text":121,"@type":113},"A positioning statement is one sentence that identifies the target market and what customers should think about the brand, including differentiation points, category, and reasons to believe. It should be tailored, simple and memorable, provide a clear picture, be deliverable, and guide marketing mix decisions.","https://schema.org",{"og:url":83,"og:type":124,"og:title":65,"og:site_name":95,"og:description":67},"article",{"robots":126,"canonical":83},"index,follow",{"doc_id":128,"site_id":62},605504,1792893977,{"code":4,"msg":5,"data":131},{"doc_id":128,"user_id":132,"nickname":92,"user_avatar":133,"doc_module":4,"category_id":39,"category_name":40,"doc_title":65,"doc_description":67,"doc_content":134,"file_id":135,"file_url":136,"file_type":137,"file_size":138,"view_count":19,"is_deleted":4,"is_public":8,"is_downloadable":8,"audit_status":8,"page_count":139,"language":140,"language_code":63,"site_id":62,"html_lang":63,"table_of_contents":141,"faqs":142,"seo_title":143,"seo_description":67,"update_tm":144,"read_time":145},137455076865,"https://ap-avatar.wpscdn.com/davatar_29158cc5080c5b710cf443261637dec0","Principles of Marketing\nModule 8: Positioning\nPositioning\nPositioning is a strategic process that marketers use to determine the place or “niche” an offering should occupy in a given market, relative to other customer alternatives\nWhen you position a product or service, you need to understand\nPlace\nRank\nAttitude\nOutcomes\nDifferentiation\nTo make a product or service stand out from its competitors in ways that provide unique value to the customer\nIdentifies a set of characteristics and benefits that make a product different and better for a target audience that:\nCustomers value when they are evaluating choices\nCompetitors cannot easily copy\nPositioning vs. Differentiation\nName\nPositioning\nDifferentiators\nWal-Mart\nWide selection of products people want, at the lowest prices\nWide selection; low prices\nTarget\nTrendy, fashionable products at reasonable prices\nContinually refreshed, on-trend product selection\nMacy’s\nPreferred “go-to” shopping destination for upscale brands and current fashions.\nBroad selection of most-wanted, upscale brands; engaging shopping experience\nSteps of the Positioning Process\nConfirm your understanding of market dynamics\nIdentify your competitive advantages\nChoose competitive advantages that define your market “niche”\nDefine your positioning strategy\nCommunicate and deliver on the positioning strategy\nStep 1: Confirm Your Understanding of Market Dynamics\nA firm understanding of your target market and answers to the following questions:\nIn which product, service, or market category (also called the “frame of reference”) do you plan to use this positioning?\nWhich target segment is your focus for the positioning you are developing?\nWhat factors do these buyers evaluate when they make a purchasing decision?\nHow do these buyers view your competitors in the category?\nStep 2: Identify Your Competitive Advantages\nA trait, quality, or capability that allows you to outperform the competition\nGives your product, service, or brand an advantage over others in purchasing decisions\nComes from any or all of the following:\nPrice\nFeatures\nBenefits\nStep 3: Choose Competitive Advantages That Define Your Niche\nCommon Positioning Strategies\nDifferentiator\nPositioning Strategy\nExamples\nCategory Benefit\nPosition yourself as “owning” an important benefit and delivering it better than anyone else\nVolvo = Safety\nHallmark = Caring shared\nHawaii = Aloha spirit\nBest fit for the Customer\nPosition yourself as an ideal fit for the customer’s personality, style, and approach\nRed Bull = Extreme\nGuess Jeans = Sexy chic\nVirgin Atlantic = Ultra cool fun\nBusiness Approach\nPosition yourself with a distinctive approach to doing business\nJimmy John’s = Unbelievably fast\nTurboTax = Easy DIY\nAnti-Competition\nPosition yourself as a preferred alternative to the competition\nApple = Think different\nSeven-Up = The Uncola\nPrice\nPosition yourself according to pricing: lowest cost, best value for the money, luxury or premium\nWal-Mart = Lowest prices\nOld Navy = Affordable fashion\nQuality\nPosition yourself according to a quality standard: high quality or else reliably good quality at a reasonable price\nHearts on Fire = Perfection\nRitz Carlton = luxury\nPositioning Statement\nOne sentence that concisely identifies the target market and what you want customers to think about your brand Includes:\nthe target market\nthe brand name\nthe key points of differentiation\nthe product/service category\nwhy customers should believe the positioning claims\nFormula for Positioning Statement\nTo [target audience], Product X is the only [category or frame of reference] that [points of differentiation/benefits delivered] because [reasons to believe].\nCriteria to Evaluate Positioning Statements\nIs it tailored to the target market?\nIs it simple, focused, and memorable?\nDoes it provide an unmistakable picture of your product, service, or brand?\nCan you deliver on the promise you make?\nDoes it provide helpful direction for designing the marketing mix and other decisions?\nRepositioning\nRea","cbCaijeSKLdJ8eA0","https://ap.wps.com/l/cbCaijeSKLdJ8eA0","pptx",1896330,25,"English","# Positioning\n## Positioning process steps\n## Positioning strategies\n## Positioning statement and criteria\n## Repositioning and pitfalls","[{\"question\":\"What does positioning mean in marketing, and why is it important?\",\"answer\":\"Positioning is a strategic process used to determine the place or “niche” an offering occupies in a market relative to other customer alternatives. It helps a product or service stand out by communicating unique value that customers value and competitors cannot easily copy.\"},{\"question\":\"What are the main steps in the positioning process?\",\"answer\":\"The process includes confirming understanding of market dynamics, identifying competitive advantages, choosing advantages that define the niche, defining the positioning strategy, and then communicating and delivering on that strategy.\"},{\"question\":\"What is a positioning statement and what criteria should it meet?\",\"answer\":\"A positioning statement is one sentence that identifies the target market and what customers should think about the brand, including differentiation points, category, and reasons to believe. It should be tailored, simple and memorable, provide a clear picture, be deliverable, and guide marketing mix decisions.\"}]","Principles of Marketing - Module 8 - Positioning | PPTX",1792132433,63]