Chapter 2 - Company and Marketing Strategy: Partnering to Build Customer Engagement, Value and Relationships - Discussion Questions - Page 62: 2-3

Positioning is the process of placing a particular product in a distinct and clear (often superior) position in a consumer's mind. In other words, positioning occurs when a company wants to position a particular product as superior to other, similar products in the mind of consumers. Differentiation is essentially targeted market offers, which helps to heighten customer value. Positioning helps consumers to remember something unique about a particular product. In this way, customer value is heightened through differentiation. Differentiation helps to boost the success of positioning.

Positioning is the process of placing a particular product in a distinct and clear (often superior) position in a consumer's mind. In other words, positioning occurs when a company wants to position a particular product as superior to other, similar products in the mind of consumers. Differentiation is essentially targeted market offers, which helps to heighten customer value. Positioning helps consumers to remember something unique about a particular product. In this way, customer value is heightened through differentiation. Differentiation helps to boost the success of positioning.