Principles of Marketing: Market Segmentation, Targeting and Positioning
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...product variability in the market, the stage of the product in its life cycle, the market variability and the competitors marketing strategies. Product Positioning In reference to Jobber (2010, p. 433), product positioning refers to the creation of an image or perception of the product by consumers in a selected target market. In essence, it is the way in which consumers view competitive brands or types of products. For a new product, this means that the company or firm wants to compare it with the predecessors. Nonetheless, for both established and new products, the positioning should be combined with its market segment in order to integrate... ? Principles of Marketing: Market Segmentation, Targeting...