What is product positioning? Give examples.

Product positioning involves identifying the important attributes that consumers use to assess products or services, and then focusing on these. The text provides the example of Tim Hortons and Starbucks. Tim Hortons emphasizes a standardized product and provides fast service to people in a hurry, while Starbucks provides more customized products in more leisurely surroundings. Another example: a low-priced car like the Ford Focus is positioned on the basis of economy, while a high-priced Porsche is positioned in terms of high performance.