Bond Market Positioning

Name: NAZILA “Belagh”

Subject: Marketing
Table of Content:
I- Introduction to Market………………………….1

II- Type of Market……………………………………….2

III- Definition of Positioning……………………….…2

IIII – Market Positioning…………………………………3

I
I- Introduction of Market:
market is one of the many varieties of systems, institutions, procedures, social
relations and infrastructures whereby parties engage in exchange. While parties may exchange
goods and services by barter, most markets rely on sellers offering their goods or services
(including labor) in exchange for money from buyers. It can be said that a market is the process
by which the prices of goods and services are established. Markets facilitate trade and enable the
distribution and resource allocation in a society. Markets allow any trade-able item to be
evaluated and priced. A market emerges more or less spontaneously or may be constructed
deliberately by human interaction in order to enable the exchange of rights (cf. ownership) of
services and goods. Markets generally supplant gift economies and are often held in place
through rules and customs, such as a booth fee, competitive pricing, and source of goods for sale
(local produce or stock registration).
Markets can differ by products (goods, services) or factors (labor and capital) sold, product
differentiation, place in which exchanges are carried, buyers targeted, duration, selling process,
government regulation, taxes, subsidies, minimum wages, price ceilings, legality of exchange,
liquidity, intensity of speculation, size, concentration, exchange asymmetry, relative prices,
volatility and geographic extension. The geographic boundaries of a market may vary
considerably, for example the food market in a single building, the real estate market in a local
city, the consumer market in an entire country, or the economy of an international trade
bloc where the same rules apply throughout. Markets can also be worldwide, see for example
the global diamond trade. National economies can also be classified as developed
markets or developing markets.
mainstream economics, the concept of a market is any structure that allows buyers and sellers
to exchange any type of goods, services and information. The exchange of goods or services, with
or without money, is a transaction.[1] participants consist of all the buyers and sellers of
a good who influence its price, which is a major topic of study of economics and has given rise to
several theories and models concerning the basic market forces of supply and demand. A major
topic of debate is how much a given market can be considered to be a "free market", that is free
from government intervention. Microeconomics traditionally focuses on the study of market
structure and the efficiency of market equilibrium; when the latter (if it exists) is not efficient,
then economists say that a market failure has occurred. However, it is not always clear how the
allocation of resources can be improved since there is always the possibility of government
failure.

1
II- Type of Market:
market is one of the many varieties of systems, institutions, procedures, social
relations and infrastructures whereby parties engage in exchange. While parties may exchange
goods and services by barter, most markets rely on sellers offering their goods or services
(including labor) in exchange for money from buyers.
It can be said that a market is the process by which the prices of goods and services are
established. Markets facilitate trade and enables the distribution and allocation of resources in a
society. Markets allow any trade-able item to be evaluated and priced.
A market sometimes emerges more or less spontaneously or may be constructed deliberately by
human interaction in order to enable the exchange of rights (cf. ownership) of services and
goods.
Markets of varying types can spontaneously arise whenever a party has interest in a good or
service that some other party can provide. Hence there can be a market for cigarettes in
correctional facilities, another for chewing gum in a playground, and yet another for contracts
for the future delivery of a commodity. There can be black markets, where a good is exchanged
illegally, for example markets for goods under a command economy despite pressure to repress
them and virtual markets, such as eBay, in which buyers and sellers do not physically interact
during negotiation. A market can be organized as an auction, as a private electronic market, as a
commodity wholesale market, as a shopping center, as a complex institution such as a stock
market and as an informal discussion between two individuals.
1- Physical consumer markets.
2-Physical business markets.
3-Non-physical market.
4- Financial markets.
5- Unauthorized and illegal markets.
6- Mechanism Markets.

III- Positioning:
Definition: Positioning defines where your product (item or service) stands in relation to others
offering similar products and services in the marketplace as well as the mind of the consumer.
A good positioning makes a product unique and makes the users consider using it as a distinct
benefit to them. A good position gives the product a USP (Unique selling proposition). In a
market place cluttered with lots of products and brands offering similar benefits, a good
positioning makes a brand or product stand out from the rest, confers it the ability to charge a
higher price and stave off competition from the others. A good position in the market also
allows a product and its company to ride out bad times more easily. A good position is also one
which allows flexibility to the brand or product in extensions, changes, distribution and
advertising.
 2

IIII-Market Positioning:
What is market position? In marketing and business strategy, market position refers to the
consumer’s perception of a brand or product in relation to competing brands or products.
Market positioning refers to the process of establishing the image or identity of a brand
or product so that consumers perceive it in a certain way.
For example, a car maker may position itself as a luxury status symbol. Whereas a battery
maker may position its batteries as the most reliable and long-lasting. And a fast-food
restaurant chain may position itself as a provider of cheap and quick standardized meals. A
coffee company may position itself as a source of premium upscale coffee beverages. Then a
retailer might position itself as a place to buy household necessities at low prices. And a
computer company may position itself as offering hip, innovative, and use-
friendly technology products.
A: Positioning of a Brand
The positioning of a brand or product is a strategic process that involves marketing the brand or
product in a certain way to create and establish an image or identity within the minds of the
consumers in the target market. Market positioning of a brand or product must be maintained
over the life of the brand or product. Doing this requires ongoing marketing initiatives intended
to reinforce the target market’s perceptions of the product or brand.

B: Repositioning Definition
Repositioning a brand or product means altering its place in the minds of the
consumer, or essentially changing the brand’s or product’s image or identity.
When you are repositioning, or trying to change the consumers’ perception
of a brand or product after it has already been solidified, may confuse or
alienate consumers in the target market.

Basis of Positioning
One might argue that if a company provides exactly what a customer wants, then there is no need
for positioning or concern about competitors. And if customers were all the same, and had all the
same wants, then that would be true. But people are all unique, and their wants for the same basic
product can cover a wide range of features or attributes. Thus, as marketers head into an
increasingly complex world of mass customization, positioning takes on an even more significant
role.