document: A decision support model for selecting product/service benefit positionings The art -LRB- and science -RRB- of successful product/service positioning generally hinges on the firm 's ability to select a set of attractively priced consumer benefits that are : valued by the buyer , distinctive in one or more respects , believable , deliverable , and sustainable -LRB- under actual or potential competitive abilities to imitate , neutralize , or overcome -RRB- in the target markets that the firm selects . For many years , the ubiquitous quadrant chart has been used to provide a simple graph of product/service benefits -LRB- usually called product/service attributes -RRB- described in terms of consumers ' perceptions of the importance of attributes -LRB- to brand/supplier choice -RRB- and the performance of competing firms on these attributes . This paper describes a model that extends the quadrant chart concept to a decision support system that optimizes a firm 's market share for a specified product/service . In particular , we describe a decision support model that utilizes relatively simple marketing research data on consumers ' judged benefit importances , and supplier performances on these benefits to develop message components for specified target buyers . A case study is used to illustrate the model . The study deals with developing advertising message components for a relatively new entrant in the US air shipping market . We also discuss , more briefly , management reactions to application of the model to date , and areas for further research and model extension
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