This note takes the reader through the development of the positioning statement for the target market. Exercise involves determining the appropriate benchmark (market definition, product category, competitive set) and related points of parity, the point of difference, and why customers should believe the product or service can deliver the desired positioning. The appendix contains a description of perceptual mapping, a tool that is often used in decision-making position. "Hide
by Marian Moore, Richard Helstein 10 pages. Publication Date: March 16, 2009. Prod. #: UV1425-PDF-ENG
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