From the course: B2B Marketing Foundations: Positioning
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Category
- Everywhere you look, you'll find categories. From the local supermarket to Amazon, products are organized by category. In fact, in my house we even categorize the four kids as the bigs and the littles, even though the two littles aren't that little anymore. We like to put things into categories because it makes them easier to find, talk about, and understand. But it ends up that for B2B marketers, category is often a complex and confusing topic. For most B2B products, there are no signs over the supermarket aisles that announce product categories. Except in purely commoditized markets, categories really only exist in one place: in the buyer's mind. Sure, you have market analysts who will declare and study markets and attempt to name categories, but what they're really doing is interpreting the buying behavior of the customers. In other words, a customer buys a product, the analyst asks them what other products they compared it to, and lo and behold, over time the analyst groups all…
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