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This booklet divides into two sections. The first section gives a brief overview of the institutes' current position within the training market. They are seen as moving from retailing of training programs to wholesaling, and so the need for a wider marketing of services. The second section presents a variety of 'positioning statements', or catch phrases, with suggestions for how they may be used to market the services of the institutes of vocational education. Ideas for using the logo, the vision statement, and student testimonials in the same way are also suggested.