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Questions and Answers
What are points of difference, as described by Kotler and Keller?
What are points of parity in marketing?
What might competitive points-of-difference positioning do?
How can a positioning statement be developed effectively?
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Why is it important to develop a clear positioning statement?
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What role does the positioning statement play in the marketing mix strategy?
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How do points of parity differ from points of difference?
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'We want [target audience] to see [desired behavior] as [adjectives, descriptive phrases, set of benefits, or why the desired behavior is better than competing behaviors].' This phrase is used for developing:
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'Developing a positioning statement' is crucial because it:
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'Developing a positioning statement' is a collaborative process that:
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Study Notes
Social Marketing Positioning
- Commercial marketers establish points of difference and points of parity, as described by Kotler and Keller.
- Points of difference are attributes or benefits strongly associated with a brand and believed to be unique.
- Points of parity are associations not necessarily unique to the brand but considered essential to a legitimate offering.
Developing a Positioning Statement
- A positioning statement is developed by filling in the blanks: "We want [target audience] to see [desired behavior] as [adjectives, descriptive phrases, set of benefits, or why the desired behavior is better than competing behaviors]."
- The positioning statement is shared with others to unify and strengthen decision making.
Types of Positioning
- Behavior Focused Positioning: Highlights a description of target adopter behavior, such as a campaign encouraging citizens to prepare for emergencies and disasters in three ways.
- Barriers Focused Positioning: Helps overcome or minimize perceived barriers, such as concern about self-efficacy, fear, or perceived high costs associated with performing the behavior.
- Benefit Focused Positioning: Focuses on the perceived benefits, such as positioning mammograms as "early detection" to get treatment before it spreads.
Examples of Positioning
- Natural yard care practices are positioned as ways to ensure the health of children and pets.
- Moderate physical activity is positioned as something that can fit into daily routine.
- Reading to your child 20 minutes each night is positioned as a way to help ensure they will do well in school.
- Abstinence is positioned as postponing sex, versus "no sex", to make it a more appealing option.
- Consequences of tobacco use are often positioned as gross, realistic, and shocking.
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Description
Test your knowledge on social marketing strategies for promoting natural yard care practices, moderate physical activity, reading habits, and competitive positioning. Learn about promoting health, sustainability, education, and differentiation through marketing tactics.
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