Mekhanizm pozit︠s︡ionirovanii︠a︡ tovarov na potrebitelʹskom rynke
Monografii︠a︡
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The market environment determines such business conditions when a manufacturer’s success depends on its effective marketing activities. This requires tools, the use of which allows for a stable position in the market and gaining competitive advantages. One of such marketing tools is product positioning, the application of which is dedicated to the monograph. The paper analyzes approaches to product positioning on the market, develops its methodological foundations for consumer products, which imply an assessment of competitive positions in consumer perceptions and substantiate the choice of attributes to create a strong position, and also offers recommendations on how to organize the activities of the marketing department at an enterprise during positioning.
