Abstract
The article deals with some issues of positioning leasing and other goods and services. The definitions of the positioning term, its means, and grounds for carrying out are given. Particular attention is paid to the Unique Selling Proposition and its distinctive features as one of the positioning elements. It has been established that for effective positioning it is necessary to study the most important characteristics of supply and demand and identify the possible priority of factors that are significant for consumers in this market and are a guideline when making a purchase decision.
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