Positioning

The issues to be addressed in Chapter 9 include: 1The nature of positioning and its relationship to market segmentation.2The role of perception in choice decisions and its measurement through perceptual mapping.3The concepts of positioning and ‘ladders in the mind’.4The idea of ‘niche marketing’.5The nature of branding and its use in marketing.6The concept of the augmented product and its role in developing competitive advantage.7The view that increasingly companies will be regarded as brands, and marketed as such.