Standard Article

Product Positioning

Part 5. Product Innovation and Management

  1. David Reibstein

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem05044

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Reibstein, D. 2010. Product Positioning. Wiley International Encyclopedia of Marketing. 5.

Author Information

  1. University of Pennsylvania, Philadelphia, PA, USA

Publication History

  1. Published Online: 15 DEC 2010

Abstract

Product positioning should directly follow from the value proposition of the firm and be directed to the selected target market. It is the perceived level of the product offering to the customers vis-a-vis competition and the critical dimension that customers use to assess alternative choices. Positioning is the process marketers use to create an image or perception of their offering.

Keywords:

  • product positioning;
  • positioning;
  • target market;
  • value proposition;
  • perceptual maps