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菲利普·科特勒指出,定位是“为了使企业的品牌、产品和服务(提供物)在目标客户的心目中占据一个有差别、有意义的地位,而对它们清晰地加以区分的行为。”这里的有差别的地位是指:企业的品牌、产品或服务在某些方面有别于其它品牌、产品或服务(例如斯沃琪:大众市场上的时尚表),有意义的地位是指:企业所提供的产品或服务的差异性将会激发消费者购买(客户会购买不同款式的斯沃琪以与其着装相匹配)。也就是说,作为一种营销工具,定位工作应该分为两大步骤一、找到并清晰的描述目标消费者脑海中的差异化需求;二、个性化的满足这种需求。
Philip Kotler points out that targeting is “the act of clearly distinguishing an organization's brands, products and services (offerings) from one another in a differentiated and meaningful position in the minds of its target customers.” The differentiated status here is that a company's brand, product or service is different in some respects from other brands, products or services (eg, Swatch: a fashion watch on the mass market), where meaningful means: Differences in the products or services that businesses offer will motivate consumers to buy (customers will buy Swatch in different styles to match their dress code). In other words, as a marketing tool, positioning should be divided into two major steps to find and clearly describe the different needs of the target consumer mind; Second, personalized to meet this demand.