Product Positioning Strategy in Marketing Management

Journal of Naval Science and plan 2009, Vol. 5 , No 2, pp. 98-110

PRODUCT POSITIONING STRATEGY IN MARKETING MANAGEMENT
Ph.D. Mustafa KARADENIZ, Nav. Cdr. Turkish Naval Academy Director of Naval Science and Engineering Institute Tuzla, Istanbul, Turkiye mkaradeniz@dho.edu.tr

Abstract
In todays globalizing and continuously growing economies, the competition among enterprises grows quickly, the market share gets narrower; and in order to work new markets, companies are trying to create superiority oer their rivals by positioning new overlaps aimed at consumer behaviors and perceptions. In this sense, fruit positioning outline in marketing management has emerged and promptly companies conduct studies on this strategy. In this research, product positioning strategy is emphasized and related examples are given.

PAZARLAMA YÖNET?M?NDE ÜRÜN KONUMLADIRMA STRATEJ?S? Özetçe
Küreselle?en ve sürekli geli?en günümüz ekonomilerinde i?letmeler aras?nda rekabet h?zla artmakta Pazar pay? daralmakta ve ?irketler yeni pazarlar elde etmek için tüketici davran?? ve alg?lamalar?na yönelik yeni ürünler konumland?rarak rakiplerine üstünlük ve fark?ndal?k yaratmaya çal??maktad?rlar.



Bu kapsamda, pazarlama yönetiminde ürün konumland?rma stratejisi ortaya ç?km?? olup halen ?irketler bu strateji üzerine çal??malar yapmaktad?rlar. Bu ara?t?rmada ürün konumland?rma stratejisi üzerinde durulmu? ve konuya ili?kin örnekler verilmi?tir. Keywords : Marketing, Product Positioning, Brand Anahtar Kelimeler : Pazarlama, Ürün Konumland?rma, Marka

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Mustafa KARADENIZ

1. INTRODUCTION Positioning shows the jell where existing or to be issued products are put in the market place by the costomers. Positioning is the development of the image of a product directly against to the competitor products and other products produced by the companys own. The purpose is managements caution by the recipient to a certain product and to disagree that product in favor of the company,...If you want to get a full essay, order it on our website: Orderessay



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