Five page double-spaced limit of text; you may attach no more than one additional page of positioning maps (absent of text discussion) if you feel that you need the additional space.  Do not put your name on any of these pages; instead, include a cover sheet at the BACK of your submission with your name and section (Wed. eve. or Thurs. morn.).  Submit to Ms. Williams in the College of Business office during business hours, to me in my office if I am around, or email as an MS Word attachment to: robert(dot)owen(at)tamut(dot)edu

Most of us have a belief that our class client's original idea is probably not the best way to launch the product.  That is, most of us would recommend that the idea would be less risky or more profitable if it was modified.  A problem for us as consultants is that the client would naturally be annoyed if we simply attempted to push our own best idea when we were asked to assess the worth of the original idea.  Show and explain how a positioning map could be used to quickly persuade the client that a consultant's own best idea is an improvement over the original idea for this particular project.  Note that it would be difficult to discuss issues of positioning without discussing issues of segmentation.

Research beyond what would be available to you during an in-class exam will not be considered in evaluation and is not likely to be helpful.  That is, you have concepts and notes from class discussions, a required textbook, and your own marketing principles textbook; if you don't feel that this is adequate, then you are missing the boat (or you have missed an important discussion in class).

You may hand draw positioning maps if you submit a hard copy.  If you embed a positioning map in an emailed Word document, the positioning map must be something that would open without any special software other than MS Word.  One way to ensure that I can read your positioning map is to use a proportional font (e.g., Courier New) like this:

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                              |
                              |
          *A                  |
                              |
                          *B  |         *C
                              |
                              |   *D
                              |
   more                       |                       more
   ---------------------------+---------------------------
   left                       |                      right
                              |  NOW
                              |   # --------->@ should
                              |                 be
                              |                 here
                 *E           |
                              |
                   *F         |
                              |
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