POSITIONING - MARKETING - NOTES - CHAPTER-

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Positioning is important concept in marketing it plays a crucial role in the success of product or service in the market
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in the era of hyper competition and over communication it becomes extremely difficult for the company to differentiate which product from the competition

in almost all the product categories there are 10 to 15 companies which are fine for the consumer attention
Communication media makes the job even more difficult for the marketers to communicate to the consumer
that's why it becomes extremely important for the marketer to create distinct and persuasive image in the minds of customer so that it stands out from the crowd

so positioning is is all about creating the image in the minds of customer and in the minds of the consumer
term positioning is first coined by the Jack trout
positioning is a game people play in the today's me to market place
It is first mentioned in the publication - in industrial marketing
then it was expanded in the first groundbreaking book positioning the battle for your mind written by jack trout and Al ries this book is very essential for any marketing student and professor according to Al rise and jack trout positions start with the product
positioning is this something which happens in the minds of the customer or the target market

It is the aggregate perception the market has about a particular company or product or service in relation to perception of the competitors in the same category and it will happen whether or not company management is proactive reactive or passive about the ongoing process
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But company can positively influence the perception through good strategic action that's why perception becomes important as per as positioning is concerned
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