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Home→The Westburn Dictionary of Marketing→R→repositioning

repositioning

Definition:
Any effort or tactic designed to improve the performance of a product. For example, research may reveal that existing users prefer the product because of a feature which is not mentioned or described in the promotional material - by drawing attention to this feature the seller may reposition the product in the minds of non-users and encourage them to try it.

Cross-References:
[positioning]

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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Michael J. Baker], [1998].