1、Chapter 10,Positioning and Differentiating Market Offerings,Marketing ManagementTenth Edition,Objectives,Identify Differentiating AttributesChoosing&Communicating Effective PositioningMarketing Strategies Along the Product Life CycleMarketing Strategy&Market Evolution,The BCG CompetitiveAdvantage Ma
2、trix,Volume,Fragmented,Stalemated,Specialized,Product Differentiation,Form,Fea-tures,Perfor-mance,Quality,Conform-anceQuality,Dura-bility,Relia-bility,Repair-ability,Style,Design,Delivery,Services Differentiation,OrderingEase,Maintenance&Repair,CustomerTraining,Installation,CustomerConsulting,Differ
3、entiation,PersonnelChannel,Media,Atmosphere,Symbols,Events,Image Differentiation,Differences WorthEstablishing,Affordable,Superior,Profitable,Preemptive,Distinctive,Important,Positioning is the act of designing the companys offering and image to occupy a distinctive place in the the target markets m
4、ind.P 298,Perceptual Map,Sales&Profit Life Cycles,Four IntroductoryMarketing Strategies,Rapid-skimmingstrategy,Rapid-penetrationstrategy,Slow-penetrationstrategy,Slow-skimmingstrategy,Maturity Stage,Market ModificationProduct ModificationMarketing-Mix Modification,Decline Stage,Decrease investmentRe
5、solve uncertainties-stable investmentSelective nichesHarvestingDivesting,Market Evolution,EmergenceGrowthMaturityDecline,Market-Fragmentation andMarket-Consolidation Strategies,Review,Identify Differentiating AttributesChoosing&Communicating Effective PositioningMarketing Strategies Along the Product Life CycleMarketing Strategy&Market Evolution,谢 谢,24.1.3110:55:3110:5510:5524.1.3124.1.3110:55,10:5510:55:3124.1.3124.1.3110:55:31,2024年1月31日星期三10时55分31秒,
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