Best quality positioning is one of the most commonly promoted number-one positioning of the product, brand or the company.
What is positioning?
Positioning is the act of designing the company's offering and image so that they occupy a meaningful and distinct competitive position in the target customers' minds. (Kotler)
The positioning decision guides the marketing mix. Kotler stated that the firm promoting the high-quality position, has to produce high-quality goods and services, has to charge high price in relation to others, distribute the product through high-quality outlets and advertise through high-quality magazines.
Quality is to be communicated through all elements of marketing. Kotler gave the example of a frozen food brand losing its prestige image by being on sale (say at a discount) too often.
Related articles
Sustaining the Quality Positioning of the New Zealand Wine
http://academyofwinebusiness.com/wp-content/uploads/2011/09/14-AWBR2011-Brodie-Glynn-Schultz.pdf 2011 conference paper
Assessment of Iranian Business Schools on Quality Positioning Scale based EFQM Model
http://www.waset.org/journals/waset/v37/v37-58.pdf 2008 conference paper
Total Quality Positioning - An Interesting Idea
http://www.bdn-intl.com/TotalQualityPositioning.php
Total Quality Positioning Part 2
http://www.bdn-intl.com/TotalQualityPositioning-Part2.php
What is positioning?
Positioning is the act of designing the company's offering and image so that they occupy a meaningful and distinct competitive position in the target customers' minds. (Kotler)
The positioning decision guides the marketing mix. Kotler stated that the firm promoting the high-quality position, has to produce high-quality goods and services, has to charge high price in relation to others, distribute the product through high-quality outlets and advertise through high-quality magazines.
Quality is to be communicated through all elements of marketing. Kotler gave the example of a frozen food brand losing its prestige image by being on sale (say at a discount) too often.
Related articles
Sustaining the Quality Positioning of the New Zealand Wine
http://academyofwinebusiness.com/wp-content/uploads/2011/09/14-AWBR2011-Brodie-Glynn-Schultz.pdf 2011 conference paper
Assessment of Iranian Business Schools on Quality Positioning Scale based EFQM Model
http://www.waset.org/journals/waset/v37/v37-58.pdf 2008 conference paper
Total Quality Positioning - An Interesting Idea
http://www.bdn-intl.com/TotalQualityPositioning.php
Total Quality Positioning Part 2
http://www.bdn-intl.com/TotalQualityPositioning-Part2.php
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