Greetings classmates,
I have chosen to respond to Twitchell's first question. "What do marketers mean by 'positioning' (para. 3), and why is it an important strategy to them?"
The answer to this question can actually be found in the preceding paragraph. Here Twitchell defines positioning as "to convince different sets of consumers - target groups - that the quarter they observe is somehow different in meaning and value than the same quarter seen by their across-the-tracks neighbors," (178). In other words, what this means is that marketers need to present their products in such and such a way as will appeal to a certain customer base. This is important because it can maximize a company's profits depending upon how their product is presented.
Twitchell continues his explanation in the next paragraph, "The object of much consumer research is not to try to twist their feathers so that they will flock to your product, but to position your product in such a place that they will have to fly by it and perhaps stop to roost," (178). What this means is that positioning works by gaining an understanding of the target audience and then presenting a product in such and such a way as will exploit that knowledge to make a profit. For example, different sports fans might prefer different beers because of the association with certain teams, or a suburban housewife might want to feel wealthier than she actually is so she will purchase the product that is associated with wealth and affluence.
James.
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