---
url: "https://questionstar.com/principles-of-survey-research/chapter-6/slide-240.html"
title: "Positioning"
type: "lehrbuch-slide"
chapter: 6
chapterTitle: "Advanced Techniques of Market Analysis"
slide: 240
---

# Positioning

*Positioning aligns all marketing activities with the preference structures of potential customers — taking into account the competing products.*

Positioning

Positioning aligns all marketing activities with the **preference structures** of potential customers — taking into account the **competing products** .

**Objective:** to design the company's offerings so that the **actual characteristics as perceived by customers** are brought into alignment with the **desired target characteristics** .

![A red apple among green apples](/principles-of-survey-research/media/apple_row.png)

Like the red apple among the green ones: a **clearly distinguishable** position.

---

*Slide 240 of 274 · Chapter 6: Advanced Techniques of Market Analysis · Principles of Survey Research · Dr. Paul Marx*