|Question:||What is a positioning statement?|
|Answer:||A positioning statement is simply a formal statement depicting how you want your target segment to perceive you. In essence, then, it is a promise to the target segment that you will provide them with the benefits they care about the most. The positioning statement is less an external marketing tactic and more an internal document that helps the firm direct its marketing efforts.|
For more on positioning, see our tutorial on the subject.