COMM 3301 Lecture Notes - Lecture 7: Community Health, Paisa, Road Crew
2 Nov 2015
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October 14 th : positioning and the 4ps of marketing (not on midterm) An introduction into the 4ps of marketing. A closer look at product, price, and place. Positioning is not one of the 4ps. Your offering is comprised of product, price, and place and then you. Informs your offering support your offer through promotion. Positioning is the act of putting your service offering or product (or in the case of social marketing, the changed behaviour) into a mental frame that resonates with your target audience segment. Through your research, you know the target behaviour should fit with the target audience; positioning is how you make sure it does fit. Positioning clarifies your brand"s essence, what goals it helps your target audience(s) achieve and what makes it unique. The result should be an audience-focused value proposition. Remember that this is an internal exercise; it isn"t your marketing message or tagline for your campaign.
