POSITIONING Positioning is a marketing concept that outlines what a business should do to market its product or service to its customers. In positioning, the marketing department creates an image for the product based on its intended audience. This is created through the use of promotion, price, place and product.onsumer !otivation onsumer motivation is an internal state that drives people to identif" and bu" products or services that ful#ll conscious and unconscious needs or desires. The ful#llment of those needs can then motivate them to make a repeat purchase or to #nd di$erent goods and services to better ful#ll those needs.T%P&S O' N&&(S Some social scientists have created universal inventories of need that e)plain all human behavior. *braham !aslow developed theor" of motivation . It speci#es level of motives in which certain level must b attained before the nest higher one is activated(&+&,OPING * POSITIONING ST-*T&G%(eveloping a positioning strateg" involves seven distinct steps. ./ Identif" the competitors. 0/(etermine how competitors are perceived and evaluated. 1/ (etermine the competitors positioning . 2/ *nal"3e the target market. 4/ Select the desired segment. 5/ (evelop alternative positioning. 6/ implementation and monitor its e$ects.O''&- P,*NNINGIt is a complete preposition made b" direct marketers to the prospect.It position the product and attempt to motivate bu"er behavior . Its ob7ective is to attract new customer and retain the e)isting ones.O$er planning-obert and 8erger classif" the elements of the direct marketing o$er into two ma7or groups. ./ those that are re9uired 0/ those that are optional-e9uired element./Product positioning.0/Price1/,ength of commitment2/Term of pa"ment4/-isk reduction mechanismOptional elements./Incentives0/!ultiple o$ers 1/ustomer:s obligation2/Purchase of additional productsIncentives!ultiple o$ers ustomer:s obligation andPurchase of additional products