市场营销Chapter 10.pptVIP

Objectives Identify Differentiating Attributes Choosing Communicating Effective Positioning Marketing Strategies Along the Product Life Cycle Marketing Strategy Market Evolution The BCG CompetitiveAdvantage Matrix Product Differentiation Services Differentiation Differentiation Personnel Channel Image Differentiation Perceptual Map Sales Profit Life Cycles Four IntroductoryMarketing Strategies Maturity Stage Market Modification Product Modification Marketing-Mix Modification Decline Stage Decrease investment Resolve uncertainties - stable investment Selective niches Harvesting Divesting