Marketing 問題

Positioning
Simply, positioning is how your target market defines you in relation to your competitors.

A good position is:
1. What makes you unique
2. This is considered a benefit by your target market

Both of these conditions are necessary for a good positioning. So what if you are the only red-haired singer who only knows how to play a G minor chord? Does your target market consider this a good thing?

Positioning is important because you are competing with all the noise out there competing for your potential fans attention. If you can stand out with a unique benefit, you have a chance at getting their attention.

It is important to understand your product from the customers point of view relative to the competition.

-----> http://www.determan.net/Michele/mposition.htm

品牌定位幾個誤區

　　品牌定位是針對目標市場確定、建立一個獨特品牌形象並對品牌的整體形象進行設計、傳播等，從而在目標顧客心中占據一個獨特的有價值的地位的過程或行動。其著眼點是目標顧客的心理感受；其途徑是對品牌整體形象的設計；實質是依據目標顧客的種種特征設計產品屬性並傳播品牌形象，從而在目標顧客心中形成一個企業刻意塑造的獨特形象。

　　很多的球會在進行品牌定位時，都或多或少的存在以下的幾個誤區。

　　1、品牌定位與市場細分的區別。
　　很多球會涉及到品牌定位時，往往會把球會描述成*****旅游度假中心，即使前面加上定語，也只是環保，公眾等等，事實上，這是我們在進行球會市場定位，市場規劃時就應該很明確的事實，因為這只是球會確定市場策略時不可或缺的。球會的品牌定位就是給品牌找一個位置，主要是指品牌給消費者的一種感覺，是消費者感受到的一種結果，比如品牌的檔次、特征、個性、目標人群等。因而品牌定位與市場細分是不同的概念。

　　2、把品牌定位和競爭優勢混為一談。
　　這是很多的銷售經理也常犯的錯誤。主要原因是因為品牌定位和競爭優勢的目的是一致的，都是為了贏得競爭的主動權。因而，海邊的球會就會宣傳海濱球場，江南球場就宣傳江南特色，事實上，這些只是這些球場的競爭優勢而非品牌定位

　　品牌定位是在某一認同(原則是市場認同)上積累品牌資產，從而與對手區隔自我，而競爭優勢是為品牌定位的進一步鞏固而採取的各項努力。因而同時江南水鄉球場，你不能以公眾，或者私人會所來區分定位，事實上，美國很多的公眾球場的品質要比私人球會好的多。所以，尊貴，高檔等等才是所謂的定位。

---> http://sports.sina.com.hk/cgi-bin/news/show_news.cgi?type=32teams&date=2006-10-27&id=908201

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簡單o的講, marketing positioning會係您成間公司運作前最先要確定o既事, 因為, position會足以影響您之後資源投放o既多少, 做幾多marketing, o係邊度做, sales投放又係幾多等等... 例如您係買牙膏, 但您定左您個牙膏係要o係對手入面最名貴o既, 因為您O的產品有o的好特別O既用料... 咁您個價錢就會同對手鬥平, 廣告個image就唔會咁CHEAP, sales outley 會係 CITY SUPER, 馬莎等等, 一切都係依住您個position去做... 定錯左, 例如您支牙膏根本冇得別, 但走左去定個名貴位置, 咁, 就會成個市場計劃錯晒... 可以話, positioning 係成個市場計劃o既源點...

2007-01-30 13:18:21 補充：
我係讀marketing的, 亦係做marketing的...

Product positioning is an important strategy for achieving differential advantage. Positioning reflects the "place" a product occupies in a market or segment. A successful position has characteristics that are both differentiating and important to consumers.

Every product has some sort of position — whether intended or not. Positions are based upon consumer perceptions, which may or may not reflect reality. A position is effectively built by communicating a consistent message to consumers about the product and where it fits into the market — through advertising, brand name, and packaging.

Positioning is inextricably linked with market segmentation. You can’t define a good position until you have divided the market into unique segments and selected your target segments. Three key research issues must be addressed: