3Step 2: Product Positioning Analysis


The procedures in this chapter lead many successful companies to shrewd assessments of how their products are performing and where to position them. Companies must continually monitor their product positioning and how it responds to the macro and micro effects of environmental factors. These factors need to be set up categorically in a marketing information system that will follow trends and developments and use them to shape strategic positions. Of course, the marketing environment will be partly defined by the firm’s vision/mission statement. Management knows (from Chapter 2) the parts of the environment that it needs to monitor if a business is to achieve its overall goals. When you have completed ...

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