Positioning is the means by which a brand or company
presents its features and benefits to prospective customers. It is a means of establishing
identity, one that sets a business apart from competitors. It is also determined by variables
that include price, target audience, and the area where a firm does business.
A business must set itself apart from its competition. To be
successful it must identify and promote itself as the best provider of attributes that are
important to target customers. (George S. Day)
Services marketing is customer-directed communication that
promotes a service instead of a physical product. Whereas Proctor & Gamble sells Tide
detergent, a law firm sells less tangible services, such as legal advice. Using the example of a
law firm, we can describe its positioning and infer the type of client the firm
hopes...
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