{"id":4201,"date":"2016-01-23T03:12:39","date_gmt":"2016-01-23T03:12:39","guid":{"rendered":"https:\/\/courses.candelalearning.com\/marketingxwaymakerxspring2016\/?post_type=chapter&#038;p=4201"},"modified":"2017-07-21T23:02:17","modified_gmt":"2017-07-21T23:02:17","slug":"outcome-developing-positioning-statements","status":"publish","type":"chapter","link":"https:\/\/courses.lumenlearning.com\/suny-marketing-spring2016\/chapter\/outcome-developing-positioning-statements\/","title":{"raw":"Introduction to Developing Positioning Statements","rendered":"Introduction to Developing Positioning Statements"},"content":{"raw":"<h2>What you'll learn to do:\u00a0develop and evaluate positioning statements based on defined criteria<\/h2>\r\nAfter marketers work through the process of homing in on the best positioning strategy, they arrive at the final step: the positioning statement. The positioning statement reflects everything you've learned up to that point about how your product, service, or brand can best reach\u00a0your target segment. As a document, it explains exactly how you plan to provide value to those target customers. In effect, it's a short, persuasive argument.\r\n\r\nIn this next section, you'll learn a simple formula for creating effective positioning statements. You'll also learn how to evaluate existing positioning statements and decide whether and how they might be improved.","rendered":"<h2>What you&#8217;ll learn to do:\u00a0develop and evaluate positioning statements based on defined criteria<\/h2>\n<p>After marketers work through the process of homing in on the best positioning strategy, they arrive at the final step: the positioning statement. The positioning statement reflects everything you&#8217;ve learned up to that point about how your product, service, or brand can best reach\u00a0your target segment. As a document, it explains exactly how you plan to provide value to those target customers. In effect, it&#8217;s a short, persuasive argument.<\/p>\n<p>In this next section, you&#8217;ll learn a simple formula for creating effective positioning statements. You&#8217;ll also learn how to evaluate existing positioning statements and decide whether and how they might be improved.<\/p>\n\n\t\t\t <section class=\"citations-section\" role=\"contentinfo\">\n\t\t\t <h3>Candela Citations<\/h3>\n\t\t\t\t\t <div>\n\t\t\t\t\t\t <div id=\"citation-list-4201\">\n\t\t\t\t\t\t\t <div class=\"licensing\"><div class=\"license-attribution-dropdown-subheading\">CC licensed content, Original<\/div><ul class=\"citation-list\"><li>Outcome: Developing Positioning Statements. <strong>Provided by<\/strong>: Lumen Learning. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/li><\/ul><\/div>\n\t\t\t\t\t\t <\/div>\n\t\t\t\t\t <\/div>\n\t\t\t <\/section>","protected":false},"author":8,"menu_order":7,"template":"","meta":{"_candela_citation":"[{\"type\":\"original\",\"description\":\"Outcome: Developing Positioning Statements\",\"author\":\"\",\"organization\":\"Lumen Learning\",\"url\":\"\",\"project\":\"\",\"license\":\"cc-by\",\"license_terms\":\"\"}]","CANDELA_OUTCOMES_GUID":"3c9a5b33-f744-4da5-9388-b3cedb5479db","pb_show_title":"on","pb_short_title":"","pb_subtitle":"","pb_authors":[],"pb_section_license":""},"chapter-type":[],"contributor":[],"license":[],"class_list":["post-4201","chapter","type-chapter","status-publish","hentry"],"part":4184,"_links":{"self":[{"href":"https:\/\/courses.lumenlearning.com\/suny-marketing-spring2016\/wp-json\/pressbooks\/v2\/chapters\/4201","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/courses.lumenlearning.com\/suny-marketing-spring2016\/wp-json\/pressbooks\/v2\/chapters"}],"about":[{"href":"https:\/\/courses.lumenlearning.com\/suny-marketing-spring2016\/wp-json\/wp\/v2\/types\/chapter"}],"author":[{"embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/suny-marketing-spring2016\/wp-json\/wp\/v2\/users\/8"}],"version-history":[{"count":4,"href":"https:\/\/courses.lumenlearning.com\/suny-marketing-spring2016\/wp-json\/pressbooks\/v2\/chapters\/4201\/revisions"}],"predecessor-version":[{"id":5782,"href":"https:\/\/courses.lumenlearning.com\/suny-marketing-spring2016\/wp-json\/pressbooks\/v2\/chapters\/4201\/revisions\/5782"}],"part":[{"href":"https:\/\/courses.lumenlearning.com\/suny-marketing-spring2016\/wp-json\/pressbooks\/v2\/parts\/4184"}],"metadata":[{"href":"https:\/\/courses.lumenlearning.com\/suny-marketing-spring2016\/wp-json\/pressbooks\/v2\/chapters\/4201\/metadata\/"}],"wp:attachment":[{"href":"https:\/\/courses.lumenlearning.com\/suny-marketing-spring2016\/wp-json\/wp\/v2\/media?parent=4201"}],"wp:term":[{"taxonomy":"chapter-type","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/suny-marketing-spring2016\/wp-json\/pressbooks\/v2\/chapter-type?post=4201"},{"taxonomy":"contributor","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/suny-marketing-spring2016\/wp-json\/wp\/v2\/contributor?post=4201"},{"taxonomy":"license","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/suny-marketing-spring2016\/wp-json\/wp\/v2\/license?post=4201"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}