Product-Positioning Strategies to Sell New (vs. Mature), and Low-Priced (vs. Value-Added) Products
7.3 Discuss product-positioning options
Product positioning is a concept that applies to both new and existing products. Given the dynamics of most markets, it may be necessary to reposition products several times in their lives because even solid, popular products can lose market position quickly. Salespeople have assumed an important and expanding role in differentiating products. To succeed in our over-communicated society, marketers must use a direct and personalized form of communication with customers. Advertising directed toward a mass market often fails to position a complex product.
Throughout the remainder of this chapter, we discuss ...
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