Positioning is not a new terminology in business world. yet, most people speak of it, but failed to act on it. Positioning is a essential term in marketing internally and external. In today fast changing and abundance world, market is fill with if not thousand but million of services and products. Everyday, there are new innovation being introduced to the market. Consumer are given a much more choices when come to spending. Unlike during 1960s, 70s and 80s, there are less product and services to meet the needs of consumer. Big ads on tv screen and other sale perks had become prevalence during that time. Positioning seem to not be so important during those ages. Eventhough the concept of positioning had been raised by many marketing gurus such as Rosser Reeves (1910-1984) during 1950s, on his theory about USP (Unique Selling Proposition); many businesses, small and big ignore it. Until recent years, people start to seeing the important of being different. Hard Sell is no long sufficient in order to beat the market. Consumer has become smarter when come to spending. Simply provide needs will no longer be able to keep your business vibrant, since your competitor probably can provide what you provide. Therefore, differentiation has become the key element in business as pointed by jack Trout, in his book "Differentiate or Die". The title itself had clearly sending the message to the public. Businesses now need to position your standpoint, your niche market, your philosophy, your identity, your perceive value in the consumer's mind in a different way apart from your competitor. By correctly positioning your business stand point, you are in the sense of making competition irrelevant.
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