Dictionary of Marketing Terms: fixed positioning
fixed positioning
matching advertising or marketing claims to the consumer's prior knowledge or experience so that a product or service will fit within a prospective buyer's thought patterns. For example, when General Electric attempted to get into the mainframe computer business, it told prospective buyers that its computers were better than those of IBM. However, the buying public did not believe General Electric because IBM enjoyed a fixed position in the prospective mainframe computer buyers' minds.
