Chapter 1.2‎ > ‎



Market targeting and positioning strategies for new and existing products guide the choice of strategies for the marketing mix components. Product, distribution, price, and promotion strategies are combined to form the positioning strategy selected for each market target. The relationship of the positioning components to the market target is The marketing mix decisions help implement the positioning strategy.23 The objective is to achieve favorable positioning while allocating financial, human, and’ production re­sources to markets, customers, and products as effectively and efficiently as possible.


What is strategy?

What is market?

Strategic management