{"id":149,"date":"2015-08-28T21:59:10","date_gmt":"2015-08-28T21:59:10","guid":{"rendered":"https:\/\/courses.candelalearning.com\/waymakerintromarketing1xmaster\/?post_type=chapter&#038;p=149"},"modified":"2024-05-14T15:31:04","modified_gmt":"2024-05-14T15:31:04","slug":"outcome-develop-positioning-statements","status":"publish","type":"chapter","link":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/chapter\/outcome-develop-positioning-statements\/","title":{"raw":"Outcome: Developing Positioning Statements","rendered":"Outcome: 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.\r\n\r\nThe specific things you\u2019ll learn in this section include:\r\n<ul>\r\n \t<li style=\"font-weight: 400;\">Describe a standard structure for positioning statements<\/li>\r\n \t<li style=\"font-weight: 400;\">Outline criteria for a strong positioning statement<\/li>\r\n \t<li style=\"font-weight: 400;\">Recognize good examples of positioning statements<\/li>\r\n \t<li style=\"font-weight: 400;\">Create a positioning statement aligned with a value proposition and target audience<\/li>\r\n<\/ul>\r\n<h3>Learning Activities<\/h3>\r\nThe learning activities for this section include the following:\r\n<ul>\r\n \t<li>Reading: Developing Positioning Statements<\/li>\r\n \t<li>Self Check: Developing Positioning Statements<\/li>\r\n<\/ul>","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<p>The specific things you\u2019ll learn in this section include:<\/p>\n<ul>\n<li style=\"font-weight: 400;\">Describe a standard structure for positioning statements<\/li>\n<li style=\"font-weight: 400;\">Outline criteria for a strong positioning statement<\/li>\n<li style=\"font-weight: 400;\">Recognize good examples of positioning statements<\/li>\n<li style=\"font-weight: 400;\">Create a positioning statement aligned with a value proposition and target audience<\/li>\n<\/ul>\n<h3>Learning Activities<\/h3>\n<p>The learning activities for this section include the following:<\/p>\n<ul>\n<li>Reading: Developing Positioning Statements<\/li>\n<li>Self Check: Developing Positioning Statements<\/li>\n<\/ul>\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-149\">\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":20,"menu_order":9,"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-149","chapter","type-chapter","status-publish","hentry"],"part":116,"_links":{"self":[{"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/pressbooks\/v2\/chapters\/149","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/pressbooks\/v2\/chapters"}],"about":[{"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/wp\/v2\/types\/chapter"}],"author":[{"embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/wp\/v2\/users\/20"}],"version-history":[{"count":13,"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/pressbooks\/v2\/chapters\/149\/revisions"}],"predecessor-version":[{"id":5321,"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/pressbooks\/v2\/chapters\/149\/revisions\/5321"}],"part":[{"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/pressbooks\/v2\/parts\/116"}],"metadata":[{"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/pressbooks\/v2\/chapters\/149\/metadata\/"}],"wp:attachment":[{"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/wp\/v2\/media?parent=149"}],"wp:term":[{"taxonomy":"chapter-type","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/pressbooks\/v2\/chapter-type?post=149"},{"taxonomy":"contributor","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/wp\/v2\/contributor?post=149"},{"taxonomy":"license","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/wp\/v2\/license?post=149"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}