MKT 702 Lecture Notes - Lecture 6: Philip Kotler
30 Mar 2020
School
Department
Course
Professor
Document Summary
Chapter 10: product positioning; strategy, objectives and goals. What is positioning: positioning is the act of, designing, a company"s offering and image to occupy a distinctive place in the minds of the target market. Is at the heart of the marketing strategy the act of designing the company"s offer and image so that it occupies a distinct and valued place in the target customer"s minds. philip. 4 key elements to a bps (formula order may vary: target market/segment (tm): To/for: concise description of target market: point of differentiation/brand promise (pod): That: how are you different unique, relevant, memorable versus competition; how you want target to perceive your brand; functional or emotional: competitive category or frame of reference (for): X is a brand of: category you compete in: reason to believe (rtb): substantiate your claims. Because brand x : why consumers should have confidence in your differentiating claims.
