ing A company with a concentrated marketing strategy concentrates on a large share of one or more segments. This strategy can be useful to a company with limited resources. Through this strategy, smaller companies are able to gain a strong market position in the segments they serve, thus providing a way for them to gain a foothold against larger companies with greater resource bases.When choosing a market-coverage strategy, a company has to consider several factors: company resources; product variability; product life cycle stage; market variability; and competitors' marketing strategies.Market PositioningProduct position is the complex set of perceptions, impressions and feelings which consumers hold for a product which creates for the product a place in their minds relative to competing products. It is the way consumers define the product on particular salient attributes. Positioning is unique in that it is not the actual attributes sometimes which positions a product in the minds of consumers, but the perceived attributes. A product can be a high quality product, but if consumers perceive that it is poor quality, it will not sell. On the contrary, a poor quality product with high-quality consumer perceptions will sell well. Positioning is so important to marketers that they do not wish to leave their product's positioning to chance. Instead, they design marketing mixes to create the desired positioning in the minds of their consumers. That is, it is the marketing mix which creates the product position. Check out a stunning example of Product Positioning from TAGHeuer and also view their TV commercial... Positioning StrategiesMarketers can position products based on several positioning strategies: product attributes; usage occasions; users; against a competitor; away from competitors; product classes; or a combination of the above approaches.Measuring and Forecasting DemandDefining the Market One of the first problems that fac...
