市场营销英语topic1.ppt

* * 1.2 Market Segmentation, Market Targeting and Positioning 1.2.3 Positioning The Principle of Market Positioning After segmenting a market and then targeting a consumer, one proceeds to position a product within that market. In marketing, positioning is the technique by which marketers try to create an image or identity for a product, brand, or company. * * Positioning maps * * 1.2 Market Segmentation, Market Targeting and Positioning More generally, there are three types of positioning concepts: Functional positions：solve problems；provide benefits to customers. Symbolic positions: self-image enhancement; ego identification; belongingness and social meaningfullness; affective fulfillment. symbolic[sim‘b?lik] ：a. 象征性的,象征手法的,象征派的 relating to or using or proceeding by means of symbolsego[i:go? ] n. 自我 * * Experiential positions: provide sensory stimulation; provide cognitive stimulation. experiential[ikspi?rien??l] a. 经验的,根据经验的,经验上的 relating to or resulting from experience sensory[‘sens?ri] a. 知觉的,感觉的,感觉器官的 stimulation[stimjulei??n] n. 刺激,激励,鼓舞 cognitive [k?gnitiv] a. 认知的,认识的,有认识力的  * * The Product Positioning Process identifying competing products identifying the attributes (also called dimensions) that define the product space collecting information from a sample of customers about their perceptions of each product on the relevant attributes determine each products share of mind determine each products current location in the product space determine the target markets preferred combination of attributes (referred to as an ideal vector[vekt?] n. 向量,矢量) examine the fit between: the positions of competing products；the position of your product；the position of the ideal vector select optimum position （optimum[?pt?m?m] n. 最适宜a. 最适宜的 * * Six-step template for successful positioning What position do you currently own? What position do you want to own? Whom you have to defeat to own the position you want. Do you have the resources to