定位：你的心灵之战【外文翻译】

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1、标题：PositioningTheBattleforYourMind原文：PositioningDefinedPositioningstartswithaproduct.Apieceofmerchandise,aservice,acompany,aninstitution,orevenaperson.Perhapsyourself.Butpositioningisnotwhatyoudotoaproduct.Positioningiswhatyoudotothemindoftheprospect.Thatis,youpositionth

2、eproductinthemindoftheprospect.Anewerdefinition:"Howyoudifferentiateyourselfinthemindofyourprospect."Soit'sincorrecttocalltheconcept"productpositioning."Asifyouweredoingsomethingtotheproductitself.Notthatpositioningdoesn'tinvolvechange.Itdoes.Butchangesmadeinthename,thep

3、riceandthepackagearereallynotchangesintheproductatall.They'rebasicallycosmeticchangesdoneforthepurposeofsecuringaworthwhilepositionintheprospect'smind.Positioningisalsothefirstbodyofthoughtthatcomestogripswiththeproblemsofgettingheardinourovercommunicatedsociety.HowPosit

4、ioningGotStartedIfonewordcanbesaidtohavemarkedthecourseofadvertisinginthepastdecade,thewordis"positioning."Positioninghasbecomethebuzzwordofadvertisingandmarketingpeople.NotonlyinAmerica,butaroundtheworld.Mostpeoplethinkpositioninggotstartedin1972whenwewroteaseriesofarti

5、clesentitled"ThePositioningEra"forthetradepaperAdvertisingAge.Sincethen,wehavegivenmorethan500speechesonpositioningtoadvertisinggroupsin16differentcountriesaroundtheworld.Andwehavegivenawaymorethan120,000copiesofour"littleorangebooklet"whichreprintstheAdvertisingAgeartic

6、les.WhatPositioningIsAllAboutHowdidahard-sellconceptlikepositioningbecomesopopularinabusinessnotedforitscreativity?Intruth,thepastdecademightwellbecharacterizedasa"returntoreality."WhiteknightsandblackeyepatchesgavewaytosuchpositioningconceptsasLiteBeer's"Everythingyou'v

7、ealwayswantedinagreatbeer.Andless."Poetic?Yes.Artful?Yes.Butalsoastraightforward,clearlydefinedexplanationofthebasicpositioningpremise.Tobesuccessfultoday,youmusttouchbasewithreality.Andtherealitythatreallycountsiswhat'salreadyintheprospect'smind.Tobecreative,tocreatesom

8、ethingthatdoesn'talreadyexistinthemind,isbecomingmoreandmoredifficult.Ifnotimpossible.Thebasicapproacho