Bethel Uber Positioning Strategies & Competitive Characteristics Paper

1200 words minimum words for numbers 1-4 and 3 scholarly sources…….

1.What is a positioning strategy? What are some ways marketers can position their products? Discuss a specific example of how a product has been positioned recently – either a new product introduction or re-positioning of an existing product. How was it positioned? What new market was pursued? How did you find out about this position or how did you discover the position?

2. Consumers’ self-concepts are reflections of their attitudes toward themselves. Whether these attitudes are positive or negative, they will help to guide many purchase decisions. Discuss marketing of products or services to bolster self-esteem or to reward each of the following “selfs” – the actual self, the collective self, the digital self, the extended self, the ideal self, the looking glass self, and the torn self.

3. What are psychographic and why would marketers want to perform a psychographic analysis? AIOs are an important part of psychographic segmentation. What are AIOs and how can marketers assess these in consumers? Assume you are marketing a chain of new restaurants targeting young professional college graduates. Using AIO segmentation as a basis, suggest two suitable advertising techniques to reach this target. Justify your selections.

4. Explain how, just like people, brands also have personalities. Select one of the following brands and discuss its personality: Tesla, Apple, Nike, Walmart, McDonalds. Now pick a direct competitor to your selection and compare its brand personality.