商务英语综合教程下册课件房玉靖主编 ISBN9787810789707Unit 5 Product Positioning.ppt

Unit Five Introduction Product positioning is a strategy that can help consumers choose the product. In advertising, by emphasizing the product’s characteristics that is confirmed with the consumers’ requirements, to establish a product in the market. Text 1 Consumer research is believed to play a decisive role in companies in product’s advertising positioning. Take Nike for example. First of all, consumer research helps to identify its target consumers. Second, with research findings, Nike establishes consumer profile. Finally, with research findings, Nike positions its products by product users. Positioning by a Group of Product Users 9 With the idea that their target consumers are relatively young in the mind, Nike also positions its products as the ones for young people. 10 According to psychologist Merry Jordan, almost every individual of the society will define himself or herself as a member of certain group and tends to do something to show others he or she belongs to this special group. It works in young people, who define themselves as young and will extend this idea to others by words, things they possess and so on. So when the youngsters got idea delivered by Nike that Nike’s products were “patent” products used by youngsters, and almost every youngster would enjoy himself or herself with Nike, as youngsters would like to choose Nike in order to show they are young. Consequently, Nike was accepted by a growing number of young people. Gradually it was recognized as the symbol of being young, and Nike was welcomed not only by youngsters but by people who wanted to stay young at heart. (849 words) . 1. “patent” products 2. Nike appointed (from the late 1980s) Michael Jordan as the typical user of the product. 3. Jordan took part in NBA basketball matches wearing Nike, and won a great number of people’s respect and worship in the matches. 4. People all tend to