Conceptual overview and applications of international marketing positioning

The author explores differing meanings of the term and concept of "positioning" in marketing. He concludes there are two different types of "positions" - market and product - and two different territories in which the positions are being observed or measured: the market place and the consumer's mind. These distinctions are helpful in the process of planning a marketing strategy. Michael Perry then applies this "position" idea in marketing to a real case of marketing oranges in four European countries. The results demonstrate how the concepts of "market position" can be measured and used in planning marketing programmes.