REPOSITIONING

Clever marketers are almost always engaged in the pursuit of ways to reposition their offerings in a bid to cater to new customers, or to follow shifting customer demand. As is often the case, this week's SN has several examples of retailers in action on the repositioning front.To cite one, Boston Market has started a nationwide television-advertising campaign intended to point out that a number of

Clever marketers are almost always engaged in the pursuit of ways to reposition their offerings in a bid to cater to new customers, or to follow shifting customer demand. As is often the case, this week's SN has several examples of retailers in action on the repositioning front.

To cite one, Boston Market has started a nationwide television-advertising campaign intended to point out that a number of "low-fat" menu items are offered (Page 17). This is a telling repositioning because, f

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