Chapter 4 presents various methods for positioning products, including product attributes, competitors, use or application, price-quality relationship, product user, product class, and the cultural symbol approach. Watch the following advertisements and view the third and fourth videos.
Videos:
- Volkswagen Commercial
- Mercedes Benz Commercial
- Begin with Positioning Approach Video
- Segmentation Approach to Positioning Video
Discussion Questions:
- The Volkswagon commercial presents a dancing Jetta. What positioning method is being featured?
- The Mercedes Benz commercial states it is a Mercedes, or it is not. What positioning method is being used?
- The two positioning videos take differing perspectives on the best way to approach the process. Explain how they differ.
- After viewing the videos, which approach do you believe would be the most effective in the automobile industry? Would your answer be different for messages created in other industries? Why or why not?
Clow/Baack 