IDEAS home Printed from https://ideas.repec.org/a/hmm/journl/v14y2024i4p09-13.html
   My bibliography  Save this article

Marketing positioning for medical optics – S.C. Dayane GT Impex S.R.L.: Part II, Marketing positioning. Theoretical-methodological aspects

Author

Listed:
  • TALPEANU, Andra Elena
  • EDU, Tudor

Abstract

Market positioning, concept introduced by Jack Trout and Al Ries, initially focused on the idea of creating a unique position in the mind of the consumer through advertising and branding, and evolved over time to include a more comprehensive marketing strategy, including product design, packaging, pricing, and distribution strategies. Positioning in the medical optics industry requires a specific approach due to the highly specialized nature of the market and the importance of trust, precision and innovation. The field of medical optics is characterized by innovation and progress offering revolutionary solutions that redefine how medical conditions are diagnosed, treated and managed. The present work explores the marketing positioning in the case of a business that deals with the marketing of medical optical products, but also provides medical services in order to run the business (consultations, optometry exams, glasses repairs). To determine how this business positions itself against the competition, we can analyze the strengths for which the consumer chooses these services, but also the points that can be improved for better positioning on the market. Part II of the present work presents the theoretical-methodological framework of marketing positioning. This chapter aims to review the basic concepts of what marketing positioning means, such as market research, positioning factors, brand identity, key elements etc. Information related to the survey method and positioning scheme is also presented.

Suggested Citation

  • TALPEANU, Andra Elena & EDU, Tudor, 2024. "Marketing positioning for medical optics – S.C. Dayane GT Impex S.R.L.: Part II, Marketing positioning. Theoretical-methodological aspects," Holistic Marketing Management Journal, Holistic Marketing Management, vol. 14(4), pages 09-13, December.
    • Handle: RePEc:hmm:journl:v:14:y:2024:i:4:p:09-13
    as

    Download full text from publisher

    File URL: http://holisticmarketingmanagement.ro/RePEc/hmm/v14i4/2.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Tudor EDU & Iliuta Costel NEGRICEA, 2012. "Brand Positioning - A Marketing Resource and an Effective Tool for Small and Medium Enterprises," Journal of Knowledge Management, Economics and Information Technology, ScientificPapers.org, vol. 2(1), pages 1-11, February.
    2. Melović, Boban & Jocović, Mijat & Dabić, Marina & Vulić, Tamara Backović & Dudic, Branislav, 2020. "The impact of digital transformation and digital marketing on the brand promotion, positioning and electronic business in Montenegro," Technology in Society, Elsevier, vol. 63(C).
    3. Marko Sarstedt & Erik Mooi, 2014. "A Concise Guide to Market Research," Springer Texts in Business and Economics, Springer, edition 2, number 978-3-642-53965-7, December.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. TALPEANU, Andra Elena & EDU, Tudor, 2025. "Marketing positioning for medical optics – S.C. Dayane GT Impex S.R.L.: Part III, Description of the Company," Holistic Marketing Management Journal, Holistic Marketing Management, vol. 15(1), pages 08-18, February.
    2. TALPEANU, Andra Elena & EDU, Tudor, 2024. "Marketing positioning for medical optics – S.C. Dayane GT Impex S.R.L.: Part I, Introduction," Holistic Marketing Management Journal, Holistic Marketing Management, vol. 14(3), pages 08-10, August.
    3. Hugo Padrón-Ávila & Raúl Hernández-Martín, 2019. "Preventing Overtourism by Identifying the Determinants of Tourists’ Choice of Attractions," Sustainability, MDPI, vol. 11(19), pages 1-17, September.
    4. Md Maruf Hossan Chowdhury & Mohammad Tarikul Islam & Imran Ali & Mohammed Quaddus, 2024. "The role of social capital, resilience, and network complexity in attaining supply chain sustainability," Business Strategy and the Environment, Wiley Blackwell, vol. 33(3), pages 2621-2639, March.
    5. Meldrick Arjay A. Magsino & Reynold S. Beredo & Arex A. Anza, 2014. "The Motivational Effects of LPU Awards of Excellence: Basis for Improvement," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 4(12), pages 371-397, December.
    6. Marco Cioppi & Ilaria Curina & Barbara Francioni & Elisabetta Savelli, 2023. "Digital transformation and marketing: a systematic and thematic literature review," Italian Journal of Marketing, Springer, vol. 2023(2), pages 207-288, June.
    7. Nguyen, Phan Dinh & Tran, Lobel Trong Thuy & Baker, John, 2021. "Driving university brand value through social media," Technology in Society, Elsevier, vol. 65(C).
    8. Chi, Nguyen Thi Khanh, 2021. "Innovation capability: The impact of e-CRM and COVID-19 risk perception," Technology in Society, Elsevier, vol. 67(C).
    9. Barıs Aksu & Gulsen Akman, 2024. "How Eco-innovation Determinants and Eco-innovation Strategy Influences Sustainability Performance of SMEs? Mediating Role of Eco-innovation Strategy," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 15(2), pages 9368-9392, June.
    10. Federico Fraboni & Gabriele Prati & Giulia Casu & Marco De Angelis & Luca Pietrantoni, 2022. "A cluster analysis of cyclists in Europe: common patterns, behaviours, and attitudes," Transportation, Springer, vol. 49(2), pages 591-620, April.
    11. Marc Dressler & Ivan Paunovic, 2021. "Not All Wine Businesses Are the Same: Examining the Impact of Winery Business Model Extensions on the Size of Its Core Business," Sustainability, MDPI, vol. 13(18), pages 1-16, September.
    12. Yang, Xue, 2021. "Determinants of consumers’ continuance intention to use social recommender systems: A self-regulation perspective," Technology in Society, Elsevier, vol. 64(C).
    13. Laura-Gabriela CONSTANTIN, 2014. "Catastrophe Bonds. From Structure to Strategy – A Cluster Analysis at European Level," Economia. Seria Management, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 17(2), pages 304-317, December.
    14. Alnoor, Alhamzah & Abbas, Sammar & Khaw, Khai Wah & Muhsen, Yousif Raad & Chew, XinYing, 2024. "Unveiling the optimal configuration of impulsive buying behavior using fuzzy set qualitative comparative analysis and multi-criteria decision approach," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    15. Schlägel, Christopher & Sarstedt, Marko, 2016. "Assessing the measurement invariance of the four-dimensional cultural intelligence scale across countries: A composite model approach," European Management Journal, Elsevier, vol. 34(6), pages 633-649.
    16. Tae Kyung Yoon & SoEun Ahn, 2020. "Clustering Koreans’ Environmental Awareness and Attitudes into Seven Groups: Environmentalists, Dissatisfieds, Inactivators, Bystanders, Honeybees, Optimists, and Moderates," Sustainability, MDPI, vol. 12(20), pages 1-18, October.
    17. Cheng, John W. & Mitomo, Hitoshi, 2016. "Effects of ICT and media information on collective resilience after disasters – from a virtual crowd to a psychological crowd – Part 1 - ICT and media information and collective resilience in an emerg," 27th European Regional ITS Conference, Cambridge (UK) 2016 148663, International Telecommunications Society (ITS).
    18. Brand, Christian & Schwanen, Tim & Anable, Jillian, 2020. "‘Online Omnivores’ or ‘Willing but struggling’? Identifying online grocery shopping behavior segments using attitude theory," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    19. Ali, Fazilatulaili & Dissanayake, Dilum & Bell, Margaret & Farrow, Malcolm, 2018. "Investigating car users' attitudes to climate change using multiple correspondence analysis," Journal of Transport Geography, Elsevier, vol. 72(C), pages 237-247.
    20. Singh, Shiwangi & Sharma, Meenakshi & Dhir, Sanjay, 2021. "Modeling the effects of digital transformation in Indian manufacturing industry," Technology in Society, Elsevier, vol. 67(C).

    More about this item

    Keywords

    Marketing positioning; Marketing of medical optical products; Marketing of medical services; Healthcare consumer;
    All these keywords.

    JEL classification:

    • D21 - Microeconomics - - Production and Organizations - - - Firm Behavior: Theory
    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
    • L84 - Industrial Organization - - Industry Studies: Services - - - Personal, Professional, and Business Services
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hmm:journl:v:14:y:2024:i:4:p:09-13. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Theodor Valentin Purcarea (email available below). General contact details of provider: http://holisticmarketingmanagement.ro .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.