Book-Marketing Tip of the Week – February 6, 2012

Value-based positioning is founded on the choice of product or service rather than on customer segments. Need-based positioning arises when you address the needs of a complete segment. A third theory of creating a brand image is access-based (i.e., segmenting customers who may be categorized in different ways). Access is a function of your customers' geography or size. Serving a small rather than a large geographic segment may be the best way to configure your marketing, order processing and after-sale service.