August 2014
Beginner
427 pages
11h 40m
English
Content preview from The Guide to Entrepreneurship
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196 ◾ The Guide to Entrepreneurship: How to Create Wealth for Your Company
by Al Ries and Jack Trout in their bestseller book Positioning—The Battle for
Your Mind.
18
Positioning is the great antidote to commoditization in your market. The
centrality of positioning is shown graphically in Figure9.11.
9.8.1 Famous Positioning Statements
The positioning statement is a subset of an optimized value proposition for
marketing communications purposes. It identies the target audience, the prod-
uct and its category, and a specic benet, and is differentiable from the near-
est competitive alternative. It is a non-ambiguous statement that becomes the
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