Definition should include the concept that positioning

• is a key element in message development
• is the image a product or business possesses that differentiates it from its competitors
• includes all aspects of the product mix.

Definition should also include the idea that, once the target market is identified, the business positions itself or its products to reach the target market effectively.

Process/Skill Questions:

• What role does positioning play in an organization’s digital marketing strategy?
• How does an organization establish its position in the marketplace?
• How can an organization change its position in the marketplace? Why might it choose to do so?
• How is price an important factor in determining position in relation to a competitor?
• What makes a company a leader in the marketplace?
• What makes a product a leader in the marketplace?
• What are some products that are currently leaders in the marketplace? Why?
• What is the difference between positioning and perceived positioning?
• What are some products or companies that were leaders in the marketplace but lost that position? Why?