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Positioning Strategies

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Once a firm has chosen a target market, a positioning strategy includes particular ideas that must be communicated for the marketing program to be effective. Answer the questions using these two shoe companies: www.nike.com www.adidas.com

1. Describe each of the seven positioning strategies :
Attribute - Competitors - Use or application - Price-quality relationship - Product user- Product class- Cultural symbol
2. What is the positioning strategy each of these two websites use?
3. What evidence from each website supports your answer?
4. Do either of these sites use more than one? What makes you think so?
5. Choose only one of the sites and describe examples of tangible and intangible benefit to the consumer?
6. What component of attitude is the site designed to affect: cognitive, affective, or connotative?

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Solution Preview

1. Attribute: The positioning strategy of attributes means associating the product with an attribute. For example, a sport shoe can be associated with style.
Competitors: The positioning strategy of competitor means that the product or service is directly positioned in relationship to a competitor. The positioning can be against a competitor or away from a competitor.
Use or application: This positioning strategy means that the product is directly positioned in relations to the purpose for which the product is purchased. For example, toothpaste is positioned as the one that leads to cleanest teeth.
Price-quality relationship: In this strategy the marketer positions his product or service as one that provides the best quality for lowest possible price. The marketer tries to create an impression that his price quality combination is the best. This positioning supports several values for money strategies.
Product User: You focus on the unique characteristics of specific users. For example, "how to do" books explain to a ...

Solution Summary

The answer to this problem explains positioning strategies and the manner in which these are used in two websites. The references related to the answer are also included.

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Recruitment and Selection Strategies in HRM

Select a job for which as a HR practitioner, you may be required to hire an employee. You must be able to obtain at least the position description and person specification for this job. It could be a job, one you have found on an internet site; or one you have discussed with someone working in a particular organization. It is important you can access sufficient detail about the job to be able to prepare this assignment properly. The advertisement for the position should not be any more than six month old. (Job position must be in Australia)

Hint: if you choose a job from a newspaper or recruitment website, you can usually obtain job descriptions and person specifications from the organization or the recruitment firm. Government and semi-government organizations usually supply this information as part of the recruitment package.

Based on the information you have about the job, address the following issues:
Part A-Recruitment strategy
 Identify and list the key selection criteria you would consider for the position; either from the person specification, or from your interpretation of the documentation you have been provided (i.e. some will detail specifically the key selection criteria for the position; others will simply provide a list of required knowledge, skills and abilities).
 Describe and justify the methods you would use to recruit an appropriate pool of applicants.
Part B-Selection strategy
 Assuming you have a pool of potentially suitable short-listed applicants, describe and justify the selection methods you would use to identify the most suitable applicant.
Appendix: you must attach the job advertisement (including date of advertising), the job description and the person specification (sometimes referred to as job specification) for the position.

Report format (excluding report front matter, reference list and appendices). Harvard reference style, at least 15 references; all references must be academic journals. The report should include an effective introduction and conclusion; an executive summary of no more than one page to preface the report; and a table of contents to give guidance to the reader.

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