The other day I was talking with my husband about some of the intersting marketing strategies I was learning about in chapter six. I started sharing what I was learning were some of the reasons Toyota was doing so much better than American car companies like Ford. I thought he was just pretending to listen, but then whadya know, he was listening! Because he then told me he thinks he remembers when Toyota turned the corner and started to take off. He remembered some old commercials back in the late 70's..80's maybe that showed different consumers in their old beat up Toyotas with a couple hundred thousand miles on them. From that point on he thinks Toyota's Product Position in the mind of consumers became "the car that could go forever", and that's one of the reasons they gained so much popularity.
A Product's Position is the way the product is defined by consumers...To simplify the buying process, consumers organize products, services, and companies into categories and "position" them in their minds. (p185) The following add illustrates the point.