Marketing Bisnis

Have you been pushed aside in today's crowded marketplace? With so many products, representatives, and firms competing for consumer attention, the successful entrepreneur has to occupy a unique position in the prospect's mind.
Asking Questions

Have you know "What business are you in? What is your goal? What benefits do you offer? What competitive advantages?" He explains that "when you know the true nature of your business, your goal, your strengths and weaknesses, your competitor's strengths and weaknesses, and the needs of your target market, your positioning will be that much easier to determine, your strategies easier to plan."
In order to create an image in your customer's mind, you have to think strategically. Inform the customer about the market and your niche in it through advertising, via direct mail, in your brochures or on your web site.
The Direct Approach
Are you absolutely sure that your product and positioning reflect the customer's needs and desires? Before assuming that you know what your customer wants, ask them. For example, a restaurant wanting to increase business could pass out a survey to their customers. The customer responses would reveal whether people wanted longer hours, cheaper prices, bigger portions or more low-fat options.
Differentiation
Can you answer the question, "Why should people buy from me and not the other guy?" If you can't, take a long look at the other guy. Do you offer the same diversity of products and services? Can you match their prices? Then look at your warranty, guarantee, service policy and see if consumers would benefit from selecting your company?
Positioning Approaches
Depending on the product, there are a variety of ways on which you can position your product. Positioning a product in terms of special features is the most common method. Often a special feature can be isolated and touted as a product benefit. Specific use positioning is related to benefit positioning, but it emphasizes how a product can meet a urgent need. Another popular approach is to appeal to different demographic groups. These groups can be defined by factors such as age, gender, education, or spending habits. Many companies stress their competitive advantage, often mentioning the leading brand competitor by name. The least effective method may be positioning on price. Unless you do a large volume of business, price positioning may not be sensible economically. Any of these methods can be combined to maximum effect.
Changing Position
Many established businesses have repositioned themselves in light of the competition. For many years, Oldsmobile was the comfortable, reliable family car. In the late 1980s, as the spending power shifted to the youth market, Olds shifted it's marketing thrust, explaining "we're not your father's Oldsmobile." The ad was positioned on user demographics, but special features and benefits were promoted too.
Focus
Focus groups and surveys, may seem like expensive toys, but they can be an efficient, measurable way to test your positioning message and the ? of communications tools such as radio advertising, billboards, mailers, coupons or co-op advertising.