Marketing Management: The Big Picture

chapter seven

POSITIONING

“… let us put into action what I have proposed.”

Cervantes; Montgomery, James H.; and Quint, David (1/21/211).

Don Quixote (Translated & Annotated) (p. 740). Hackett Publishing. Kindle Edition.

After studying this chapter you should be able to:

1. Describe the positioning process
2. Evaluate marketing communications campaigns by assessing the fit of the positioning statement with the rest of the brand execution
3. Construct an effective positioning statement using the five-box tool
4. Write an effective value proposition for business markets
5. Integrate positioning with other strategic decisions of the firm

McDonald's and the Evolution of Its Convenience Promise Around the World

When McDonald's Corporation first began to set up franchises in the 1950s, founder Ray Kroc flew his helicopter across the United States looking for the best spots to open restaurants. Today Kroc's focus on convenience continues to guide the company's commercial operations, but as McDonald's has grown across the country and the world, the execution of its convenience promise has varied greatly in a fascinating balancing act between global positioning and local flexibility. In the United States, the tradition of placing franchises in the heart of communities is still strong, but now the restaurants are also found in universities, shopping centers, airports, and along many highways. In other ...