Whenever Donald calls on potential pest control customers, he emphasizes the fact that, unlike the national franchise competitors, he is a local business person and has been in business over 20 years. Donald is __________ his business relative to his competition.

The positioning, in marketing, is a commercial strategy that aims to achieve a product occupy a distinctive place, relative to the competition, in the mind of the consumer. The concept of "product" is understood broadly: it can be a physical, intangible element, company, place, political party, religious belief, person, etc. In this way, what happens in the market in relation to the product is a consequence of what happens in the subjectivity of each individual in the process of knowledge, consideration and use of the offer. Hence, the positioning today is closely related to the guiding concept of value proposition, which considers the integral design of the offer, in order to make sustainable demand in broader time horizons.