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ERIC Number: ED275848
Record Type: Non-Journal
Publication Date: 1986-Oct
Pages: 7
Abstractor: N/A
Reference Count: N/A
Conone, Ruth M.
The key to positioning is the creation of a clear benefit image in the consumer's mind. One positioning strategy is creating in the prospect's mind a position that takes into consideration the company's or agency's strengths and weaknesses as well as those of its competitors. Another strategy is to gain entry into a position ladder owned by someone else. A third is projecting a broad based mission. The Cooperative Extension Service (CES), for example, ought to define its purpose as education in a general sense, not education limited to specific terms. Organizations that identify with specific problems run the risk of becoming obsolete in a relatively short time. With education as the central positioning focus, the specific objects and audiences of CES will change over time. Positioning is a concept that has merit for specific major programs, program areas of Extension, and Extension in general at the state and national levels. The difficulty in identifying a concise national policy statement agreeable to all is obvious; the potential benefits to the CES are also obvious. (YLB)
Publication Type: Opinion Papers; Speeches/Meeting Papers
Education Level: N/A
Audience: Practitioners
Language: English
Sponsor: N/A
Authoring Institution: N/A