Author Question: List the two requirements a good positioning statement should satisfy, and discuss the implications ... (Read 49 times)

asd123 · **on:** Jun 28, 2018

List the two requirements a good positioning statement should satisfy, and discuss the implications when a positioning statement satisfies both, none, or only one of these requirements.

Question 2

Ecommerce is not applicable to nonprofit markets:

Indicate whether the statement is true or false

Ksh22 · **Reply #1 on:** Jun 28, 2018

Answer to Question 1

A good positioning statement should satisfy two requirements: (1) reflect a brand's competitive advantage (vis-a-vis competitive offerings in the same product category) and (2) motivate consumers to action. The Loser label characterizes a proposed positioning wherein the brand possesses no competitive advantage and the basis for the positioning is not sufficiently important to motivate consumers to want to purchase the brand. The Swimming Up The River (SUTR) situation occurs when a proposed positioning represents a competitive advantage for a trivial product feature or benefit but does not represent something that would give consumers compelling reasons to select the brand positioned as such. The Promote Competitors description characterizes a positioning statement that does not reflect a competitive advantage but does represent an important reason for making brand selection decisions in the product category, which results in essentially serving to aid other brands that do have a competitive advantage. Finally, the Winner label characterizes a prospect where we have positioned our brand on a product feature or benefit for which we have an advantage over competitors and which gives consumers a persuasive reason for trying our brand. These scenarios are illustrated in Figure 5.3.

Answer to Question 2

F