Full article: [[Lodish, L.M., Morgan, H., Kallianpur, A. 2001. Positioning, Targeting and Segmentation|/static/files/MBI/Module%206/READINGS_Lodish_2001.pdf]]

Positioning and segmentation are the real core of what makes the entrepreneurial venture work or not. [[Positioning]] is how the product or service is to be perceived by a target market with respect to the competition. [[Market Segmentation]] answers the questions: "Which is (are) my target markets?"

The positioning question include the ventures:
* [[Distinctive competence]]
* [[Sustainable Competitive Advantage]]

If the market doesn't value what they perceive to be the distinctive competence of your firm versus the competition then the positioning will not be successful. Furthermore as perceptions are not easy to change, ''perceived distinctive competence should be sustainable over time''

The top ten lessons learned for entrepreneurial marketing are:
# Positioning and segmentation are key decisions
# In-market testing provides the truest indication of perception and reaction to offerings
# Price to maximize total profits stream over the product life cycle
# Public relation creates buzz with higher credibility than the same dollars spent on advertising
# Anticipate and manage [[channel conflicts|Channel conflict matrix]] - avoiding them means you are probably missing some channels
# Marketing may impact raising capital more than sales in a company's early life
# Hiring the best talent pays off - market to potential employees with different messages than products
# Events and promotions should be used carefully to avoid jeopardizing the primary offering in the target markets
# Advertising options should be tested and evaluated - don't be overly swayed by creative material
# Positioning and target segmentation are the key decisions (yes, we said it twice)
Sun, 26 Sep 2010 12:20:38 GMT
Sun, 26 Sep 2010 12:20:38 GMT