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Business & economics · University

Audience and positioning

The group a message or offer is designed to reach.

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Prerequisites

Percentages and basic business vocabulary.

Study notes

Audience

The group a message or offer is designed to reach.

Value proposition

A concise statement of the benefit offered to a defined audience.

Positioning

How an offer is framed relative to alternatives in the audience’s mind.

Segment

A subgroup defined by relevant shared characteristics or behaviours.

Worked examples

Which term best matches this description: The group a message or offer is designed to reach.

Audience is the matching concept in this lesson.

Audience

Which term best matches this description: A concise statement of the benefit offered to a defined audience.

Value proposition is the matching concept in this lesson.

Value proposition

Check your understanding

  1. Which concept would you apply first in a situation where how an offer is framed relative to alternatives in the audience’s mind.

    1. Segment
    2. Value proposition
    3. Positioning
    4. Audience

  2. Name the concept described as: A subgroup defined by relevant shared characteristics or behaviours.

  3. Which statement about Audience is most accurate?

    1. How an offer is framed relative to alternatives in the audience’s mind.
    2. A subgroup defined by relevant shared characteristics or behaviours.
    3. A concise statement of the benefit offered to a defined audience.
    4. The group a message or offer is designed to reach.

  4. Explain one important difference between Audience and Value proposition.

Answers and marking guidance

Answers and marking notes
  1. Positioning

    The scenario directly calls for Positioning.

  2. Segment

    The intended concept is Segment.

  3. The group a message or offer is designed to reach.

    The definition in the lesson notes gives the required condition.

  4. Audience: The group a message or offer is designed to reach. Value proposition: A concise statement of the benefit offered to a defined audience.

    Credit a clear distinction using both definitions and an appropriate example if supplied.

Further reading and review references

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