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Quicklook at Marketing by Patrick Forsyth

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Chapter Five: Market positioning

Products vary enormously: from soap and toothpaste to tractors and airliners. Clearly the costs and time, for instance for product design and development, vary too. All must be effectively “positioned” in a market if they are to do well; and this may be local, national or international.

The Product/Service and its positioning in the market

Brand or product positioning refers to the position of a particular brand on a scale of similar competing brands, and determines how high or low a price should be set for it, and how popular, practical, fashionable or exclusive it will aim to appear. Thus for example one can imagine a range of products such as ballpoint pens: the Bic (throwaway), a mid range Parker and an expensive ...

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