Defining "Positioning Statement"

Positioning Statement

A statement that summarizes company or brand positioning using this form: To (target segment and need) our (brand) is (concept) that (point of difference).

Source:
Kotler, Philip & Armstrong, Gary (2014). Principles of marketing (15th ed.). Pearson Education Limited

Defining "Value Proposition"

Value Proposition

The full positioning of a brand--the full mix of benefits on which it is positioned.

Source:
Kotler, Philip & Armstrong, Gary (2014). Principles of marketing (15th ed.). Pearson Education Limited

Defining "Competitive Advantage"

Competitive Advantage

An advantage over competitors gained by offering greater customer value, either by having lower prices or providing more benefits that justify higher prices.

Source:
Kotler, Philip & Armstrong, Gary (2014). Principles of marketing (15th ed.). Pearson Education Limited

Defining "Product Position"

Product Position

The way a product is defined by consumers on important attributes--the place the product occupies in consumers' minds relative to competing products.

Source:
Kotler, Philip & Armstrong, Gary (2014). Principles of marketing (15th ed.). Pearson Education Limited

Defining "Individual Marketing"

Individual Marketing

Tailoring products and marketing programs to the needs and preferences of individual customers.

Source:
Kotler, Philip & Armstrong, Gary (2014). Principles of marketing (15th ed.). Pearson Education Limited