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The Impact of Buyer Characteristics on Positioning Strategy

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As a class project, I am looking to develop a magazine for distribution in-store and online. What might the impact of online and off line buyer characteristics be on a positioning strategy?

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"A Positioning Strategy results in the image you want to draw in the mind of your customers, the picture you want him/her to visualize of you what you offer, in relation to the market situation, and any competition you may have".

Developing a positioning strategy

Your marketing strategy should act more like a guideline, the driving force of your marketing program, so you should always keep it before your eyes, and the eyes of all those who work with you.

First you must decide the following:
* Your customer: The type of customer you target.

Characteristics of Online buyers:
? They have a positive attitude toward technology.
? They have online skill and experience.
? Most of them are men because men are more positive about Internet shopping due to the fact that they are more inclined to the use of technology.
? They have proficiency in the language used in the internet as the Internet would be more useful if it had more content in the local languages of various countries.
? They have the means to acquire a credit card.
? Goal oriented
? Experience ...

Solution Summary

Positioning Strategy is defined. A list of steps to do in order to develop a Positioning Strategy is also provided together with the characteristics of online and off line buyers and its impact on Positioning Strategy.

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Positioning Strategy for IMC's campaign fpr 24 hour daycare service

Positioning Strategy

I have to pretend that I'm a new Marketing Director and write a memo to the VP of Marketing proposing a positioning strategy in relation to the company's IMC campaign for a selected product or service. In the memo I have to address:

Briefly describe the selected product or service. (I have selected a 24-hour daycare as the new service. Our pretend company already has five companies within the state of Michigan and we are going to open number six making it a 24-hour daycare that will appeal to afternoon and midnight working parents.

Outline the positioning strategy for the product or service

Discuss the impact of online and off-line buyer characteristics on the positioning strategy.

Can you please help with B and C?

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