{"id":4186,"date":"2016-01-23T03:12:39","date_gmt":"2016-01-23T03:12:39","guid":{"rendered":"https:\/\/courses.candelalearning.com\/marketingxwaymakerxspring2016\/?post_type=chapter&p=4186"},"modified":"2017-07-21T18:15:37","modified_gmt":"2017-07-21T18:15:37","slug":"why-it-matters-product-positioning","status":"publish","type":"chapter","link":"https:\/\/courses.lumenlearning.com\/suny-marketing-spring2016\/chapter\/why-it-matters-product-positioning\/","title":{"raw":"Why It Matters: Positioning","rendered":"Why It Matters: Positioning"},"content":{"raw":"

Why learn about positioning?\r\n\"Two<\/a><\/h2>\r\nEver since you were small, you have loved special occasions and gatherings. It started with sprawling extended-family picnics when you were a child. From there, you graduated to bigger and more elaborate events: attending fairs and grand openings, crashing weddings and voter conventions, wandering through business expositions at\u00a0the local\u00a0convention center. In fact, one of your favorite memories is of the time you sneaked\u00a0into the legendary\u00a0Consumer Electronics Show when you were visiting your cousin in Las Vegas. As far as you're concerned, the more people, the bigger the party and the better.\r\n\r\nNow, as an adult, you've landed a job with\u00a0Shindiggity, an events management firm\u00a0that specializes in putting on\u00a0conferences, trade shows, and events for industry associations and\u00a0companies. You love getting to meet new people, travel, and work on making\u00a0fun, memorable events.\r\n\r\nHere's the challenge: Shindiggity\u00a0is relatively small and new on the events management scene. Although events management\u00a0is a growing area for business services, it's also a fairly crowded field. When you google \"events management company,\" you get\u00a0432 million results. Shindiggity is easily lost in the crowd.\r\n\r\nAt Shindiggity's annual retreat,\u00a0employees from across the company are divided into several groups, and each group is given the same task: How can we get\u00a0Shindiggity to stand out from the competition?\r\n\r\nYou realize that the VP from your division has been assigned to your group and that this is a great chance\u00a0for you to impress her with your creativity and\u00a0initiative.\u00a0You also want to help your company be successful. Right off, you jot down some questions to focus your thinking:\r\n