Some takeaways about product positioning

From the articles regarding marketing strategies, some of my three main takeaways were:

1. "A positioning strategy should focus on and align with the product differentiation strategy… positioning products need to be focused on delivering a valued and distinctive product to a specific market and delivering it in a way that customers can accept." (Laouisset) This statement is important, because it reminds marketers the importance of creating a unique product offering. By being unique, individuals have a greater desire to possess or engage with that product, as it is something they likely do not have yet, and it is something they remember. 
2. "Although the immediate goal of marketing efforts are often said to follow an awareness, interest, desire and action (AIDA) model of moving the consumer through these successive stages, marketing has more macro effects as well. If we are taught to desire the new, then we must learn to dislike the old. If we are repeatedly told that existing products and brands fail to make our clothes bright, our teeth white, and our hair just right, then we become more anxious." (Belk) While this statement may not summarize Belk's article as a whole, he does bring up an important point about consumer behavior and psychology. If people are constantly exposed to negative messages about a product that they have been using for quite a while, while they are exposed to positive messages about a product alternative, the consumers are more likely to try out the alternative, in order to see if the pros and cons that have been advertised are really true. Apple took the approach of bashing the Microsoft brand in their television ads for much of 2007-2009, with the two men, one Apple, the other Microsoft, discussing how fast or efficiently they could complete various tasks. Over time, because Microsoft had been the product that individuals had more exposure to (and were thereby familiar with many of its advantages and disadvantages), they were willing to switch over to another product that was apparently so much better than Microsoft. This is an example of how Belk's statement holds true in the marketplace.
3. "One of the most important principles that guide social marketers is the idea that people will only change their behavior when they feel that they are getting something fair and attractive in exchange. In other words, people only change when they clearly see that there is something in it for them. The basis for this principle comes from exchange theory, which is derived from psychological and economic principles and 'assumes that we are need-directed beings with a natural inclination to try and improve our lot.'" (Edgar & Palamé) This idea is important, because the exchange theory seems to support both of the aforementioned takeaways. The idea that individuals do not change their tastes without recognizing some sort of potential benefit from such a decision is key to understanding consumer behavior. It supports the idea that the product must be unique from what s/he already has, and it must have a greater number of positive attributes than the product that they are used to using or engaging with. 

These are three takeaways from the three articles that I feel all do well to support each other, and they point out the important concept that if you want to get customers, you have to offer something unique, positive and different.