Product positioning Essay Example for Free

Product positioning Essay What do you do? Keep in mind that the question has to be answered from the customers point of view and clearly state what the product does for the customer. Customers develop opinions about companies and products, and the positioning of each in the mind of the customer always occurs in relation to the competition or the customers other alternatives (which may include doing nothing). While marketing communications play a part in developing the desired position, its worth noting that in reality customers make up their minds based on a wider range f factors, including packaging, pricing, product performance, references and media recommendations. Positioning fundamentals: Positioning is the single greatest influence on a customers buying decision. Each customer evaluates products in the market according to their mental map of the market. Positioning exists in customers minds, not in positioning statements. People do not easily or willingly change their minds about a products positioning. Positioning must first demonstrate a products relevance, using supportable, credible, nd factual terms. Making the product easier to buy through effective positioning makes the product easier to sell. Mapping the market Mapping the market involves identifying and staking out the most relevant customer segments. It enables you to establish and potentially control how your product is viewed in terms of benefit and differentiation. Benefit: The advantage conveyed by the product to the target customer based on his compelling reason to buy. makes you unique in the marketplace, at the same time bearing relevance to the Positioning template The positioning template can help you to express the fundamental value proposition that your product provides to a target customer and the market. It must identify the: target customer or market compelling reason to buy products placement within a new or existing category key benefit that directly addresses the compelling reason to buy primary alternative source (i. e. , competitor) of the same benefit key difference or point of differentiation Positioning statement The positioning template enables you to create a positioning statement, which xplains who you are, what you offer, whom it is for, and why it is important and compelling. The positioning statement should meet several key criteria: It effectively identifies the target customer or segment, and makes the situation clear and understandable. It makes your claim (and related benefit) concise, singular and compelling, and supports it by credible evidence. It makes the differentiation statement concise, singular, compelling, and supportable, and it reflects the target customers attributes and environment. It passes the elevator test (i. . , it can be explained in a few words). Using the template, a positioning statement can be structured like this: For (target customer or market) Who (have a compelling reason to buy) Our product is a (products placement within a new or existing category). That provides (key benefit that directly addresses the compelling reason to buy) Unlike (primary alternative source (i. e. , competitor) of the same benefit) Our product (key difference or point of differentiation in relation to the specific target customer) Positioning and market type In a new market, you must define the market and your companys place within it. This involves positioning your company to visionary buyers as a thought leader within an emerging, highly promising market category. You must also demonstrate your products benefit or competitive advantage against existing products and the status quo. In an existing market, the positioning changes. Here, it must demonstrate to credible and comprehensive option for the customers needs. In order to achieve the desired positioning, your communication must clearly articulate your unique points of differentiation.

How are the young David and Cassie presented as victims in the novels E

How are the young David and Cassie presented as victims in the novels 'David Copperfield' and 'Roll of Thunder Hear My Cry' 'Roll of Thunder Hear My Cry' is a story about an African American girl growing up in a racist community in Mississippi during the 1930's. It shows her family as they struggle to survive in the racist community, try to keep their land and survive on the little money they get because of the fall in cotton prices due to the economic depression. David Copperfield on the other hand is about a boy growing up in a mid-Victorian world. With his family dieing around him, nowhere to live and people constantly taking advantage of him, David also has a hard time growing up. In Roll of thunder we see the whole story through the eyes of Cassie and how life is for her. Whilst in David Copperfield the story is told by David so we only see how he thought it happened. In this essay I am going to compare the way in which these two young people are treated as victims and whether their characters influence people to treat them inadequately. At home David has memories of a happy childhood, until his mother Clara remarries to a man called Mr Murdstone who victimised him. In the early days of David's existence he describes his life as being picture perfect. 'my mother and I and Peggoty-for Peggoty is quite our companion my mother reads to Peggoty and me there is nothing half as green as that grass' David loved his childhood he remembers everything to be idealistic which reminds us that the story is from David's point of view and may not be exactly how it was really. We can tell that he cherishes the time when it was only he Clara and Peggoty because of the emotive language used by the author. When Mr Mu... ...d into her, tackling her with such force that we both fell over' 'and she apologised for herself and her father' Cassie devised a foul proof plan to 'stitch' Lillian Jean up. She then bribed her into not telling anyone. Although her family are constantly victimised she knows that they shouldn't be treated in that way and so won't put up with it. David and Cassie are both treated as victims throughout their childhoods. I think on one hand David is treated like a victim because he doesn't know how he should be treated and doesn't stick up for himself and on the other Cassie is treated like a victim because she knows how she should be treated and speaks out about it. While David apologises for what he has done -usually nothing- Cassie plots her revenge. I think both stories show realistic points of view of two people struggling to survive their childhoods.

Myths According to Joseph Campbell

Kevin Gerbier What is a myth? When one thinks of a myth perhaps one thinks about a story being told by the fire, or a dramatic tale about an invincible hero, or perhaps a cosmological occurrence that caused everything to be. Personally, when I think of the word myth, I think of the ancient Greeks or Romans with their many gods and goddesses; however, to most, the story being told by a myth is simply that, just a story.To most the term â€Å"myth† has been confused for a legend or folklore. The truth of the matter is however, that to religious scholars, a myth is more than just a story; a myth is how a society’s religion came to explain what seemed the inexplicable. With modern science booming and being capable of explaining the events that our ancestors could not, there has been a mix up on the term â€Å"myth† and on the function that it plays in the religious backbone.As a scientist, when I hear the word myth or that something is simply a myth, I understand tha t as being false or completely untrue; or, when people in south America are told the horrendous story of the â€Å"chupa cabra† that is simply disregarded as a â€Å"myth,† a folklore invented by someone who may have seen an animal they did not know and simply disguised it as a monster. The reality of the matter however, is that, scholarly, a myth is as true as anything else can be. This does not necessarily mean that when one hears the story of the great flood it literally means that god flooded the entire world.A myth can be based on historical facts or none at all; the facts are not what make a myth true but it is the story that inspired it and the content of it. A myth is simply a metaphorical poem telling a story that explains the human encounter with the unknown. This is where the religious aspect ties in with the scholarly view of myths. Every religion has it’s own story or â€Å"myth† on how the universe was created, how humans came to be, where l ife came from, and so on. These stories show a kind of relationship with the supernatural and the mortal beings.Myths began as stories that were told by word of mouth; eventually however, they began to be written and in a religion’s sacred writings. From these written down myths, the teachers or the wise from each religion can interpret the metaphorical story that has been passed down from older generations of that religion and enlighten those who follow it. The importance of myths is how it functions and plays a role in a particular religion and society. Joseph Campbell was a mythologist and a writer. He believed that myth was in fact non-fiction and that it played a great role in how it functioned with religion and beliefs.He wrote The Hero’s Journey where he outlined four major components that gave a function to myths. These were that, first myths produce a mystical function, myths also have a cosmological function, myths posses a sociological function, and finally myths have a psychological function according to joseph Campbell. The mystical function of myth is meant to keep the believer in awe and be able to experience first hand the power of the divine through the story. The stories are meant to engage the listener or reader so that they can relate to an extent beyond their comprehension.This function places the believer in a humble state when the realization of how miniscule they are compared to their â€Å"god. † The mystical function unites the believer with the â€Å"transcendent reality† to which they originated from. This function is meant to instill a sense of faith to that which cannot be directly seen but is felt when engaged in the story. The cosmological function of myth is one that can be seen less in our advanced society due to all the scientific research that has discredited many of the sacred texts’ stories on creation and many other subjects the divine.For example, the Christian myth about the Garden of Eden, Adam, Eve, and the forbidden tree could once have been seen as factually true. With modern science as an ally, we are no longer confined to that story as an explanation to our beginnings. The cosmological function however is meant to do just that, narrate a divine story that explains that which inexplicable at the time the story was created. The third function of myths is the sociological function; this function of myths can be trivial and sometimes twisted and turned for a select group’s own benefit.Not only do the metaphorical stories told in myth explain how the world functions or came to be per say, but also they leave teachings of social order and divine order. An example of this can be seen in the Bible where homosexuality is said to be an â€Å"abomination. † This type of lesson leads the believers in straying away from that sort of behavior because their god frowns upon it. The sociological function is also meant to build a better society by instilling a sense of morals, ethics, and customs upon the people.The problem with this type of function arises when zealots begin to use the rules and orders set in their sacred texts to their selfish needs and neglect the rest. The final function of myths is that they possess a psychological function and this may perhaps be the most important one of the set. This functions links the believer with him/herself and helps them with internal struggles they may have at some point by being able to relate to a â€Å"hero† in the mythological story.Such hero can be seen in the story of Lot found in the bible; Lot faced many hardships and struggles because god was testing his faith through them. Once his struggles were through and god saw that Lot did not lose faith in him, Lot was rewarded in multiple amounts to more than what he had before his hardships. This kind of story tells the believer that no matter what they might be going through they are being tested for a greater purpose. This is the type of self lesson that the psychological function of myths posses.The term â€Å"myth† is a term that is thrown around very loosely in our society to describe something that may be untrue or with a fictitious background. As discussed, the term is much more than that and has some truth to it. Stories in myths were told as metaphors and had truthful insights and lessons behind them. Myths serve a mystical, cosmological, social, and psychological function that allows believers to relate to the stories in a much different level. A divine level perhaps. Myths connect the believer to their divine entity, to the society they are living in, and to themselves.

Péter Les Plombs French Expression

Expression: Pà ©ter les plombs Pronunciation: [pay tay lay plo(n)] Meaning: to blow a fuse, hit the ceiling, flip ones lid, lose it (ones temper) Literal translation: to blow the fuses Register: informal Synonym:  pà ©ter  une  durite  - to blow a radiator hose Notes The French expression pà ©ter les plombs, or pà ©ter un plomb, is just like to blow a fuse in English. They are both used literally in reference to electrical fuses, and figuratively when talking about getting extremely angry and flying into a rage. Example Quand je les ai vus ensemble, jai pà ©tà © les plombs  ! When I saw them together, I lost it!