Positioning Products and Services Accurately

The purpose of this article is to distinguish critical factors in product marketing, particularly as they apply to the marketing of professional services. The author develops the Buying Hierarchy developed by Windermere Associates of San Francisco into a fuller model he terms the Service/Product Positioning Model:
1. Functionality (Relevance, Applicability, Features, Fit)
2. Reliability (Integrity, Trust, Sustainability)
3. Convenience (Proximity, Ease of Use, Accessibility) … [ Read more ]