| Abstract: | With increased competition and sophistication in the industrial sector, a better understanding of buyer behavior and attitudes is necessary to minimize “marketing myopia” and maximize marketing productivity. Numerous techniques are emerging to facilitate greater understanding of the buyer. A group of these techniques, known as product positioning, are likely to be especially useful in developing effective marketing programs 8]. Product positioning has achieved substantial acceptance by consumer marketing firms but far less use by industrial firms 9]. An approach to product positioning which is useful in both industrial and consumer marketing is developed here. |
