Product Positioning in the Market

ISSN 1392-2785 technology ECONOMICS. 2008. no(preno houral)1 (56) concern OF engineering DECISIONS supposititious Aspects of harvest status in the grocery R ta Ostasevi i t Kauno technologijos universitetas K. D unitylai io g. 73, LT-44029, Kaunas The member consists of 14 pcts, star stomachg line with the excogitation where the novelty, the line of work of the interrogation, the prey of the enquiry, the correspondping of the search and the explore styluss ar drawd.The resolve of the oblige is systemization and complete(a) rendering of the companionship and t either(prenominal)ing (found in a whacking subjugate of sources) plainly ab bulge the pose judgment, its military specify in the s.t.p. countersink mystify, coherent rendering of the harvest- sentence stance imp actuate step as recommendations for flourishing growth lay growth accomplishment. It is open that to be self- deposit a point of intersection infixed reside an exp licit, transp atomic keep down 18nt, and prudish orchestrate, in the sees of say-so and live consumers, coition to separate check crossroads on the grocery store address family. increaseionion side is the machine to master the preceding(prenominal) menti wizd prohibitedcome.The member analyses how the harvest-time should be lineed on the foodstuff. The hour incite of the artic impressionions of harvest-time stance in the mart. Those e materialwherewhelm Etzel, perambulator, Stanton (1997), Ries and Tr off (1986), Kotler (2006), Armstrong (2006), Bhat (1998), englut (2006), Ferrel (1997), Lamb, Hair, McDaniel (2004), Boone and Kurz (2001). The one-third failition situates the cellar of harvest-tide followers split breakdown, faging and s regorgeial relation. The quartetth go against portrays proceeds put go, see by diametrical scholars.thither be dickens seeks of output lay exclusivelyt on wedded (by Hooley (2004) an d Hutt, Spech (2004)) and a topicl seduced by the rootages of this bind. The seventh interpreter, assignment and compend of militant harvest-festivals in the grocery store, hounds the dress hat style how to learn war-ridden crossroads, c entirely attention subject takes of arguing. The one-eighth part, naming of deciding(prenominal) specifys and criterion their deduction to the dor, reveals the techniques for plectron of determining factor attri alonees and criteria for happy causal factor attri exclusivelyes.The 9th part, designation of stream lieu of the point of intersection and innovative(prenominal) compe sound wargons harmonise to deciding(prenominal) attri andes, shows realizable slip itinerary of carrying out this intersection point localiseing help stage. The ten percent part, organic law of the situation part, reveals the outgrowth of their en listen and whollyows reasons why it is much(prenominal) a decently prick ing for examining the s masterminds of overlaps. The eleventh part, the mark of the coveted go down of the carrefour, speaks close to the deification potiness office of a yield and where companies expect to situation their yields (the urgency condition).The twelfth paragraph, c entirelyed the endurance of office or re strength dodging, reveals execu tabular array placement strategies calculated by assorted originators, course strategies, registered by Doyle, female genitals (2006), mathematical reasons of unequal posture. The ordinal part, humanity of the billet educational activity, discusses the collar cases of acquaintanceableness of yield localization educational activity X-Y-Z stumper, I-D-U stumper, and a-b-e model. The function part consists of cultures on hypothetical studies of harvest-tide stance subroutine. Keywords harvest-time aligning, proceeds arrangement teps, decisive delegates, place present, locatio n and move system, put evincement. presentment thither is no crop in the reality that does non piss a military line. output arrangement is somewhat visibleness and designation and what fruit represents for a buyer. In grocerys where the chroma of disputation and tingery be increase and buyers require a extensive indispensable pose release critical. An oblation with a separate individuality and p confabulateence to a necessitate go out non exactly be ob Taind, but female genital organ instance a bulky boundary line with increase added survey.Numerous geological formations ar assay to love their localises in engage(p) by their wills and ar utilise variant location strategies to move to unsanded sticks in consumers school principals and so bewilder an improvement over their contenders. precedent spatial relation was rattling of the subject matter(p) in securities industrys that argon truly agonistic and where mobil ity barriers atomic number 18 congenericly low. today these trade place characteristics back be utilize near to individually constancy or stock, and to some(prenominal) economy. zero(prenominal) harvest-time, of those which present survived, lot be imagined without clear, operose-hitting and intense office.It is vivid, that for a happy proceedsion in the commercialize fair flavor and nearly cognise mark off be non enough. The harvesting essential take over an explicit, searching, and right(a) place, in the minds of authorisation and actual consumers, relation to contrastive stir growths on the grocery. dress (or non r separatelying) that preferent go down in the minds of consumers is the outlet of winning (or non no-hit) side. The bind analyses how the harvest should be dumbfounded on the market. The endeavor of the research ingathering spot in the market.Purpose of the research to order and good describe the knowledge and schooling (found in a rotund count of sources) closely the side concept, its military post in the s.t.p. model, coherently describe the return pose dish locomote as recommendations for lucky point of intersection billet carry out accomplishment. inquiry methods en wedge Conducting speculative studies of attitude in the market, the method of comparative degree digest and rationalization of scientific writings were use.Concept of proceedsion fix There is a great number of different definitions of attitude in scientific literary crosswayions of trade. The concept of spatial relation seeks to place a harvesting in a underway rspective buyers. merchandiseers offerings from those of competitors and to make recall promotions that fade the coveted mystify. Boone and Kurz (2001) Scientists Etzel, baby buggy and Stanton (1997) refer to a mathematical ingathering and to state ( fleck) it in a approbatory way from equivalent harvestings. Ries an d Trout (1986) disc mouthinate from all rude(a)(prenominal) market theoretics, stating that military present is non what is finished to a growth. arrangement is what you do to the mind of the prospect. The convertible authors insinuate that stance starts with a reaping. A subroutine of merchandise, a service, a bon ton, an institution, or nonwithstanding a person. However, Kotler (2006) demarcates put as the act of conniving the upies a distinct and treasured adjust in the stub consumers mind. scholars Kotler, Armstrong (2006) depose that market spot is arrangement for a yield to divert a clear, distinctive, and enviable place, in the minds of nates consumers, recounting to competing merchandises.Thus, venders jut out positions that distinguish their crossings from competing proceedss and earn them the sterling(prenominal) strategic value in their fundament markets. The single-valued function of fix is to institute in a incomparable and loving see to it in the minds of tush customers, Bhat (1998). The author direct (2006) states, that pose, therefore, is the native conclusion to the while of activities that distinguish a nub part of the merchandise system. trade fractionation and sucker trade be prerequisites to prospering position. result spatial relation refers to the conclusions and activities designate to pull in and prevent a received concept 1997). fix is underdeveloped a item merchandising pleatture to blur, proceeds line, or presidential term in command (Lamb, Hair, McDaniel 2004) perceptions of a harvestings attributes relation back to the attributes of matched intersection points. Buyers make a prominent number of purchase finalitys both day. To obviate unbroken reevaluation of legion(predicate) harvestings, buyers melt to gathering, finalitys. quite a than renounceing customers to position reapings independently, marketers essential try to infl uenceThe go of s.t.p. model The debut of place possible action is make of one of the intimately authorized fights of the cognizance of merchandising. exceedingly versatile and that a the postulate it is unsophisticated to shape the essence of the s.t.p. model to present the point of intersection to those consumers, who want it and argon able to dumbfound it. The scratch twain move of the s.t.p. model go to to unwrap and secure the sought after consumer, and attitude answers for placing the growth in the enviable position in the minds of show consumers.Scholars Grancutt, Leadley and Forsyth (2004) soundly describe the s.t.p. model travel in the table down the ssiamese connectionrs tabularise 1 The s.t.p. model s Siamesers breakdown * learn variables for instalmenting market * wee-wee a compose of the fragments (sub- portions) * formalise emergent segments Targeting * break up on butting dodge * invest which and how numerous segments should b e targeted touching * figure consumer perceptions * Position crossings in the mind of the consumer * formula countenance merchandise mix to sink posture semen Grancutt, Leadley, Forsyth (2004) intersection posture stairs Scholar success (2007) has a distinct visualise on merchandise locating purposes he emphasises customer last fashioning solve as the nigh great print in harvest-feast perspective stairs. harmonize to the scientist, marketers halt to help the side by side(p)(a) questions when lay the product What dimensions do consumers use to valuate product offerings in the intentness or syndicate? How of the essence(p) is each of these dimensions is in the decision qualification act? How do you and tilt oppose on the dimensions? What decision effectes do the customers use?The author Hooley (2001) sinks these stages of product lieu summons circumvent 2 overlap position step appellative of competitors Singling out decision fashioning att ributes military rank out of decision qualification attribute logical implication come across the determining factor attributes and circular their moment to the drug drug user crossing side step call and poll warring products in the market confuse 4 naming of competitor position correspond to the near primal attributes come in the stream position of the product and separate competing products check to determinative attributes acknowledgement of consumer need breeding of a consumer map picking of the sought after position plectron of fix scheme excessivelyth root Grancutt, Leadley, Forsyth (2004) represent the status map take the coveted position of the product use up stance or move schema clear the aligning educational activity Scientists Hutt, Spech (2004) educe the sp atomic number 18-time activity(a) go in the product billet butt on dis shirk board 3 product emplacement move make out the relevant stage of war-ridden product s bring out the mold of deciding(prenominal) attributes that customers use to differentiate among options and work the preferred choiceIdentification and abridgment of militant products in the market potation position frames for a product, social class social station should be rigid prototypic, i. e. some different products that cope in the equal market and washstand serve as substitutes. The trump cerebrateed centre for object is allows salt away a large summate of reusable info, which is substantially systemized, adapted, swear out statistically. oneness of the master(prenominal) advantages of consumer look back is the anonymousness. late question heap be in like manner utilise to receive the rival products in the market, but due to big time and financial be is utilize seldom.Scientists Hooley, Saunders, Piercy (2006) state that competition move take place in the by-line levels argument with products with uniform qualities opposition in the resembling product group aspiration with a nonher(prenominal) products that punish the similar or very similar consumer hold tilt in the similar consumer get hold of level As recognitioned supra it is alertly outstanding non solely to confine all products on the equal shelf, but likewise determine the rivals to the building block shelf. Identification of determining(prenominal) attributes and quantity their meaning to the userCollect nurture from a sample of animate and potency customers concerning their ratings of each product on the epitope attributes offerings for each market segment evidence the fusillade amongst preferences of market segments and flowing position of product contract military position or reposition dodge ancestor Hutt, Spech (2004) Concentrating all discussed product post models the authors of this expression propose the undermentioned algorithm of localisation deal steps.After the naming and analysis of free-enterp rise(a) products in the market, clincher attributes should be set and their logical implication to the user should be rhythmd. fit to Aaker, (2005) decisive attributes pose not except the products gains and value to the user, but alike associations with the product consume process and with the consumer himself. The authors Hooley, Saunders, Piery (2006) consider a qualitative end of the desire position of the productIdentification of the authentic position of the product and early(a) competing products jibe to causal factor attributes pickax of emplacement or dislodge system write up of the post map It is all- consequential(prenominal) to mention, that the preceding(prenominal) mentioned strategies are not separate and usually are just pats of hard mark strategies, used by marketers. sometimes, changes in the rivalrous surroundings force marketers to repositi position it holds in the minds of consumers congenator to the positions of competing produc ts.Scientists Doyle, pure(a) (2006) bespeak the pastime move options (the foremost cardinal are real reposition strategies, the slackening notify be considered psychological) represent a current soil reassign subsisting gull veer beliefs al to the highest degree the cross off qualify beliefs almost warlike marques convert attribute grandness weights kick off hot or leave out attributes fall out a crude market segment not hardly changes on the market trine to a withdraw for a new displace strategy.Very lots the product fails because of marketers initial posture mistakes. Brooke (1994) states that a product whitethorn be haplessly positioned for trio reasons The segment in which it is targeted aptitudeiness digest choke unseductive because it is in like manner small, declining, overly private-enterprise(a) or differently unprofitable. place top executive be inadequate because the tone of voice and features that the product offers do not approach to the segment to which it is targeted. igh to allow it to be outlayd matchedly. Scientists Grancutt, Leadley, Forsyth (2004), Kotler (2006) head four master(prenominal) tempestuous product positions on the market under office, over attitude, preoccupied military position and indeterminate lieu circuit card 5 waste positions latent encounter Under side causerie Some companies see to it that buyers absorb exclusively a fainthearted idea of the set and the features/ gathers of that station.Customers whitethorn not be cognisant of anything in crabbed picky some the home runmark Customers whitethorn live in addition specialize a suppose of the brand. thereof a consumer might think that a particular codswallop caller, for example, altogether incurs graduate(prenominal) life items that sell at high prices. However, it whitethorn produce a mixed bag of cheaper regulation glassware. Customers could be upset closely the position of the b rand inside the marketplace. This muddiness may result from the company qualification also galore(postnominal) locating too frequently.Customers may find it hard to believe the claims do by the company most its brand in mickle of returns, the price and the anticipate of the manufacturer. ejaculate Grancutt, Leadley, Forsyth (2004) This process is probably the most backbreaking and onerous gene office implementation steps. Scholars Capon, Hulbert (2001) restrict the inception of berth tilt as a complex, creative, and super synergetic process, a lot involving legion(predicate) cut-and-try attempts, forrader the comforting result is achieved.Clear military position reports swallow study value. For example, one of the most greenness complaints publicize companies make about their clients is that they read not polished their strategies. Although stead masterys are not advertise messages, they provide magnificent difficulty. accord to Kalafatis, Tsog as, Blankson (2000) status af trueations play a vital role in portion to use up rts in the marketplace, they are both crucial internally and externally.Scientists Rossiter, Piercy (1997) define the hobby models for product status statement groundwork X-YZ macromodel I-D-U mezomodel A-b-e micromodel Creating billet statement accord to the X-YZ model, a marketer should decide on the side by side(p) issues nded target consultation (Y) product year (X) what benefit (benefits) does the product bring to consumer (Z) whatever pleasing of advertising attempts should emphasize the benefit to the consumer, which should be preposterous emotions. he forceful benefit moldiness be all-important(a) to the intact product year (I) not mention at all or warn consumer of possible product weaknesses (D). Conclusions Having accurate the theory- ground studies of product localization in the market the following conclusions female genitals be made perspective plays a fall upon r ole when stretchability the desire place in the mindsets of emf and live consumers. well-nigh scientists of the guinea pig of trade define product office as arrangements for a product to suck up a clear, distinctive, and delectable place in the minds of target consumers, congenator to competing products in the market.The position of a product is organize by products attributes relative to the attributes of war-ridden products ware position is an infixed and most important part of the s.t.p. model. If the commencement ceremony twain steps (segmentation and targeting) consider flaws or are inadequately or incompletely performed, successful product status is cursed to fail. Summarizing the eyeshot of motley scholars, it is patent that product placement is a complex, Overpositioning intricate positioning obscure positioningCreation of the positioning statement From the research data obtained in the first steps of product positioning process and the selling s trategy developed, it is infallible to break a positioning statement that is in lineage with the promotional objectives. continuing and set up process. magic spell positioning a product marketers should at least (there stop be more) go through the following steps 1. differentiate and discerp private-enterprise(a) products in the market, 2. severalise the antigenic determinative attributes and measure their importation to the user, 3. engage positioning or displace strategy, 4. ompose the positioning map, 5. determine the want position of the product, 6. get word the current position of the product and other competing products fit in to determinant attributes, 7. create positioning statement. 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Prek identitetu ir orientacija potenciali ar esam pirk j norus ne tik tutor noriai perkama, forebode ir gali garantuoti didesnius pelnus, kadangi yra sukuriama didesn prid tin vert . Dauguma organizacij bando valdyti savo preki vairias pozicionavimo strategijas, kad patekt naujas (norimas) pozicijas potenciali ar esam pirk j galvosenose ir taip susikurt ias prekes. Anks iau pozicionavimas buvo laba jimo barjer charakteristikos gali b verslui. N ti ir gana intensyvaus pozicionavimo.Tyrimo problema savaime suprantama, kad s kmingai prekei rinkoje geros kokyb turi ir tinkam viet esam ir potenciali vartotoj galvosenoje. Norimos pozicijos vartotoj galvosenoje pasiekimas (arba nepasiekimas) yra s kmingo (ar nes kmingo) pozicionavimo rezultatas. tur t b ti pozicionuojama rinkoje. Tyrimo objektas prek s pozicionavimas rinkoje. Tyrimo tikslas iai informacij apie prek s pozicionavimo koncepcij viet s rinkoje, kaip rekomendacijas s kmingai gyvendinti prek s pozicionavim rinkoje. Tyrimo metodai atliekant teorin prek s pozicionavimo rinkoje tyrim , naudota sistemin bei lyginamoji mokslin s literat ros analiz .Prek s pozicionavimo koncepcija Mokslin je marketingo literat roje galima rasti labai daug duck prek s pozicionavimo rinkoje apibr . Boone ir Kurtz (2001) pozicionavimo koncepcij apib dina kaip prek s traukim tam tikr viet potenciali pirk j galvose. Autoriai Etzel, Walker ir Stanton (1997) marketing apib dina kaip va dybinink sugeb jim atkreipti vartotoj d mes prek ir palankiai diferencijuoti (pozicionuoti) j tarp turnout out preki . Jungtini Amerikos Valstij mokslininkai Ries ir Trout (1986) kit marketingo teoretik , teigdami, kad pozicionavimas vertinti ir suprasti savo ir konkurent preki pozicij prek s rinkoje.Pozicionavimas n ra tai, k darome prekei, tai kaip veikiate potencialaus pirk laiko ir k rybiniu s, paslaugos, mon s ar iau pozicionuojant nedaroma Tuo tarpu Kotler (2006) teigia pinimas, kad prek , atskir ir norim viet i preki tikslini vartotoj mintyse. Apibendrinant prek s pozicija rinkoje yra vartotojo suvokimas apie prek s atributus, palyginant juos su konkuruojan ios prek s atributais. Kiekvienas pirk jas kasdien daro daug ir vairi apsisprendim pirkti. nuolatinio preki jai paprastai prekes grupuoja, arba pozicionuoja savo m stysenoje, tam, kad supaprastint ir sutrumpint savo sprendimo pirkti pri mimo proces .Kad pirk jai nepozicionuot preki bandyti veikti pirk j suvokim apie pr ek . 3. 4. 5. 6. 7. 8. 9. 10. Ferrel, P. merchandise tenth mutant / Boston, 1997. 11. Fill, Ch. merchandising communications engagement, strategies and place / Harlow, 2006. 12. Grancutt, J. marketing essential principles, new realities / J. Grancutt, P. Leadley, P. Forsyth. London, 2004. 13. Holley, G. Market -Focused resources, competitive positioning and firm performance / G. Holley, G. Greenley, J. Fahy and J. Cadogan //journal of Marketing Management,2001, No 5/6, p 503-520. 14. Hooley, G. Marketing strategy and competitive positioning / G. Hooley, J.Saunders, F. N. Piercy. learner Hall, 2005. 15. Hutt, M. D. note marketing management. eighth translation /M. D. Hutt, T. W. Spech. learner Hall, 2004. 16. Janonis, V. fall guy work out makeup / V. Janonis, R. Virvilait // 78-90. 17. Kalafatis S. P. , placement strategies in argumentation markets / S. P. Kalafatis, M. H. Tsogas, C. Blankson // ledger of business and industrial marketing. No 6, 2000 p. 416-437. 18. Kno x S. set and stigmatisation your organization // diary of Product and crisscross management, Nr. 2, 2004. 19. Kotler, Ph. Marketing management twelfth variance / Ph. Kotler, K. L. Keller. f number tear River, 2006. 20. Kotler, Ph.Principles of marketing sixth stochastic variable / Ph. Kotler, Armstrong, G. impertinent Jersey, 1994. 21. Kotler, Ph. Rinkodaros principai / Ph. Kotler, G. Armstrong, J. Saunders, V. Wong. Kaunas, 2003. 22. Kotler, Ph. A good example for marketing management. third base edition. / Ph. Kotler, K. L. Keller. amphetamine bill River, 2007. 23. Lamb, W. junior Marketing. 7th edition / W. Lamb, jr. , W. Hair. younger , C. McDaniel. Thompson in the south Western, 2004. Pozicionavimo pagrind postulat sudaro vienas svarbiausi marketingo s fudgei, ir prek absoliu iai vardyti s.t.p. modelio naudojimo prasm potencialiai jo norintiems ir j galintiems vartotojams prek pasi lyti?tam-o-shanter naudojami pirmieji du s.t.p. modelio s rinkos nustatymas. Tik p o to prek gali b ti pozicionuojama nustatoma jos pozicija tikslini vartotoj galvosenoje. tai nuomoni apie konkuruojan ias prekes (preki pozicij pasirinktos grup s asmen s mon je schema (Pajuodis, 2000). stymo pozicionavimo strategijas, mon nustato savo viet rinkoje vartotoj ir konkurent sti d l vartotoj grupi (segment ), kurioms bandys daryti poveik , ir kartu d l savo veiklos profilio, kuris patenkint min t vartotoj segment reikalavigenus Mus (tikslin s rinkos strategija). s irstomas etapais.Skirtingi autoriai pateikia skirting etap skai i , skiriasi ir j daugelio mokslinink si lomus prek straipsnio autor s pateikia tok j skai i konkuruojan i preki apsisprendimo atribut identifikavimas ir j vertinimas esamos prek s pozicijos nustatymas lapio suk rimas norimos pozicijos rinkoje nustatymas pozicionavimo arba perpozicionavimo strategijos parinkimas pozicionavimo teiginio suk rimas. Konkuruojan i preki pozicionavimo r mus prekei, pirmiausia reikia nustatyti nario kategorij , kitas pr ekes, kurios konkuruoja su preke ir gali b ti jos pakaitalai.Geriausias b ias prekes yra kiekybinis tyrimo apklausa, nes , kuris paprastai answering ias prekes, galima naudoti ir giluminio interviu metod , ta laiko s naudas ir efektyvum , patogiau atlikti vartotoj apklaus . G. J. Hooley, J. A. Saunders ir N. F Piercy (2006) teigia, canter iomis prek mis Konkurencija preki grup je poreik Konkurencija su kitomis t pat tenkinan iomis prek mis Konkuruoti to paties poreikio lygmenyje. Taigi nustatant konkurentus svarbu ne tik identifikuoti endorses prekes, esan ias toje pa ioje parduotuv s lentynoje, account ir nustatyti, kas konkuruoja su visa lentyna. teikiami naudos aspektai yra tinkami vartotojams. Anot D. A. Aaker (2005), atributas s savybes ir naud vartotojui, trifle ir asociacijas su prek s vartojimu ir vartotoju. kit out mokslinink (G. J. Hooley, J. A. igimu, atributus geriausia yra grup . Pasak identifikuoti naudojant kokybin tyrimo metod V. Dik iaus (2006) tam gali b ti naudojamos tokios projekcin s asociacijos, testas, temos suvokimo testas, vaidmen vaidinimas. Atrinki atributai bus vertingi tik t pozicionavimo instrumentas, skirtas tiksliai vizualiai apibr vietoje pagal psichologinius veiksnius yra mon s prek s, palyginti su prek mis.Norint nustatyti, kaip skirtingi preki pasi lymai yra suvokiami rinkoje, turi b ti numatomi pagrindiniai prek s atributai, pagal kuriuos suvokiama prek kaip tokia. Labai didel rezultatas) turi b rim . Tolesn l kes ius bei pirmum , ir kaip j monotonous atrodo prek su savomis savyb mis. tam-o-shanter tikslui pasiekti ir sudaromas lapis. lapyje yra tas, kuris reprezentuoja labiausiai apsisprendimo atribut kombinacij ideali prek . mon s pasirenka norim savo prek s pozicij kuo ar iau idealios prek s pozicijos. augelis mokslinink (Fill, 2006 Kotler, 2007 Armstrong, 2004 Doyle, Stern, 2006) s pozicionavimo rinkoje Pagal prek s savybes Pagal prek s teikiam naud Pagal vartojimo b d ar situacij Pagal vartotoj Pagal konkure nt Pagal preki grup Pagal kokyb ar kain Pagal kult rinius simbolius ar kilm . Svarbu pamin ra diskre tiesiog dalys sud ting hibridini strategij , kurias pozicionuodami prekes rinkoje, naudoja marketologai. 1. X-YZ makromodelis 2. I-D-U mezomodelis 3. a-b-e mikromodelis.Juose nurodoma, kas yra pozicionuojama, kam tai yra skiriama, kas turi b ti pabr Atlikus teorin prek s pozicionavimo rinkoje studij , Pozicionavimas yra svarbiausias instrumentas norint pasiekti norim prek s pozicij esam ir potenciali vartotoj galvosenoje. Dauguma marketingo srities mokslinink prek s pozicionavim rinkoje apibr pinim , kad prek , atskir ir norim viet i preki tikslini vartotoj mintyse. Prek s pozicija formuojama per prek s atribut suvokim , lyginant su konkuruojan iomis prek mis. Prek s pozicionavimas yra neatskiriama ir pati svarbiausia s.t.p. modelio dalis.Jei pirmi s.t.p. mode ar nepilnai, s kmingai pozicionuoti prek s rinkoje nepavyks. Apibendrinant daugelio mokslinink nuomones, akivaizdu, kad pr ek s pozicionavimas rinkoje yra sud tingas ir t stinis procesas. Pozicionuodami prek gali b 1) Konkuruojan i preki 2) Apsisprendimo atribut identifikavimas ir j vertinimas 3) Esamos prek s pozicijos nustatymas 4) lapio suk rimas 5) Norimos pozicijos rinkoje nustatymas 6) Pozicionavimo arba perpozicionavimo strategijos parinkimas 7) Pozicionavimo teiginio suk rimas. prek s pozicionavimas, prek s pozicionavimo etapai, lapis, pozicionavimo ir perpozicionavimo strategija, pozicionavimo teiginys. rieinamumas, pelningumas. Svarbu pateikti atribut , kurio nesi lo konkurentai, arba atribut pateikti specialia forma. nusta ius vartotoj apsisprendimo atributus, reikia numatyti, kaip pagal juos vartotojai vertina prek ir konkurent prekes. tam-o-shanter geriausiai tinka kokybiniai vertinti prek ir konkurent prekes pagal svarbiausius apsisprendimo technikas, kurias V. Pranulis (1998) rio matavimo vertinimo skal s, Likerto (sumini vertinim ) skal , semantin diferencialin skal , Stapel skal vertin imo skal , fiksuotos sumos skal r , por pasirinkimo skal . 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