MKT 100 Lecture Notes - Lecture 2: Marriott Hotels & Resorts, Marketing Channel, Geographical Pricing

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Carmen Schifellite

Document Summary

Product positioning a distinctive place in the minds of the target market. No organization can be successful if its product (or service) resembles every. Positioning is the act of designing a company"s offering and image to occupy. Identifies the goals it helps the consumer achieve, and. Positioning requires: frame of reference (target market and competition, identifying points of parity (pop) and point of difference (pod, create brand mantra to summarize positioning. Define which other brand a brand competes with. Competitors = companies that satisfy same customer need. Association that are not necessarily unique to the brand but may be shared with other brands. Attributes or benefits associate with a brand, positive, believe they could not find same extend with a competitive brand. Brand to be effectively positioned, however, customer must see any competitive advantage as a customer advantage. Brand mantra is articulation of the heart and soul of the brand. Short, three to give word phrases capture brand positioning.