Communicating and Delivering the Chosen Position

Last Updated on Wed, 28 Dec 2022 | Customer Relationships

Once it has chosen a position, the company must take strong steps to deliver and communicate the desired position to target consumers. All the company's marketing mix efforts must support the positioning strategy.

Positioning the company calls for concrete action, not just talk. If the company decides to build a position on better quality and service, it must first deliver that position. Designing the marketing mix—product, price, place, and promotion—involves working out the tactical details of the positioning strategy. Thus, a firm that seizes on a more-for-more position knows that it must produce high-quality products, charge a high price, distribute through high-quality dealers, and advertise in high-quality media. It must hire and train more service people, find retailers who have a good reputation for service, and develop sales and advertising messages that broadcast its superior service. This is the only way to build a consistent and believable more-for-more position.

Companies often find it easier to come up with a good positioning strategy than to implement it. Establishing a position or changing one usually takes a long time. In contrast, positions that have taken years to build can quickly be lost. Once a company has built the desired position, it must take care to maintain the position through consistent performance and communication. It must closely monitor and adapt the position over time to match changes in consumer needs and competitors' strategies. However, the company should avoid abrupt changes that might confuse consumers. Instead, a product's position should evolve gradually as it adapts to the ever-changing marketing environment.

reviewing Objectives and key Terms

In this chapter, you've learned about the major elements of a customer-driven marketing strategy: segmentation, targeting, differentiation, and positioning. Marketers know that they cannot appeal to all buyers in their markets, or at least not to all buyers in the same way. Buyers are too numerous, too widely scattered, and too varied in their needs .and buying practices Therefore, most companies today practice target marketing—identifying market segments, selecting one or more of them, and developing produc sand narketing mixes tailored oeach

Define the major steps in designing a customer-driven marketing strategy: market segmentation, targeting, differentiation, and positioning, (pp 215-216)

Customer-driven marketing strategy begins with selecting which customers to serve and deciding on a value proposition that best serves the targeted customers. It consists of four steps. Market segmentation is the act of dividing a market into distinct groups of buyers with different needs, characteristics, or behaviors who might require separate products or marketing mixes. Once the groups have been identified, market targeting evaluates each market segment's attractiveness and selects one or more segments to serve. Market targeting consists of designing strategies to build the right relationships with the right customers. Differentiation involves actually differentiating the market offering to create superior customer value. Positioning consists of positioning the market offering in the minds of target customers.

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Readers' Questions

  • william
    How to communicate and delivering the chosen position in tourism?
    1 year ago
    • Communicating and delivering a chosen position in tourism will depend largely on the position and the intended audience. However, some general tips can help make the process more successful.
    1. Be clear and concise. Be sure that your message is clear and concise, so that the audience learns the necessary information quickly and easily.
    2. Use appropriate language. Use language that is appropriate for the position and audience. For example, when speaking with potential employers, use more professional language.
    3. Present an attractive portfolio. If possible, create a resume, portfolio or website to showcase your experience, credentials or accomplishments in the tourism industry.
    4. Show enthusiasm. Show enthusiasm for the position and the tourism industry to communicate your passion and knowledge.
    5. Research the audience. Research the specific audience you are targeting with your message in order to tailor it for maximum effectiveness.
    6. Follow up. After delivering your message, be sure to follow up as appropriate to ensure that your position is considered.
    • antoni
      How to communicate and develop the chosen position?
      1 year ago
      1. Present your position clearly and concisely. Explain why this particular position is the best choice for the organization, and provide data to support your argument.
      2. Analyze potential obstacles or objections to adopting the position and develop strategies for overcoming them.
      3. Listen to the feedback of your colleagues and stakeholders to gain insight into how the organization might adapt the position based on their input.
      4. Engage in meaningful dialogue and collaboration to gain consensus and agreement among the stakeholders.
      5. Address any remaining concerns and ensure that everyone is on the same page.
      6. Develop an implementation plan that outlines how to move forward with the chosen position.
      7. Execute the implementation plan and track progress to ensure the position is adopted successfully.
      8. Monitor the success of the chosen position over time and make changes as needed.
      • Maria
        What is delivering the choosen position?
        1 year ago
        • Delivering the chosen position typically involves taking on the responsibilities of the position and meeting the expectations of the employer. This could include completing any tasks required, staying current with any company updates, and dealing with any conflicts or client issues. It could also involve attending any assigned meetings or workshops, and making sure that all customer service standards are met.
        • isla
          How can communicating and delivering the chosen positioning?
          1 year ago
          • One way to communicate and deliver the chosen positioning is through marketing campaigns. This can include social media posts, website content and design, promotional videos, print and digital ads, and more. Additionally, creating customer surveys can be used to measure the effectiveness of the positioning and ensure it is being communicated and delivered in the desired way. Holding events for customers to interact with the product or service also helps in delivering the chosen positioning message. Finally, creating a consistent tone and messaging across all customer touchpoints helps ensure that the positioning is being communicated clearly and effectively.
          • Leon
            How can we communicating and delivering the chosen position for a cycle?
            1 year ago
            • The best way to communicate and deliver the chosen position for a cycle is to outline your desired position in a clear and concise manner. You should provide details of the job responsibilities, the skills and qualifications needed to successfully fulfill the role, and any other relevant information that will help the potential candidate understand the job. You should also provide contact information so that the potential candidate can contact you with any questions they may have. Once you have outlined your desired position, you can then promote the role to potential candidates using a variety of methods including job postings, networking, and social media.