4.5.8 GLOSSARY

Product Positioning is the art of tailoring the image and presentation of a product or service to appeal to a selected market segment. At its best, product positioning enables marketers to draw a direct link between an existing product attribute and a specific customer need. Rather than a crafting a general appeal highlighting a new car's innovative engineering, for example, product positioning enables marketers to pitch the car's fuel efficiency as a hook to attract suburban workers looking to cut their gas expenses.
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