CH11中山大学吴柏林教授Kotler营销管理（第11版）绝密资料.ppt

Chapter 11 Positioning and Differentiating the Market Offering Through the Product Life Cycleby PowerPoint by Milton M. Pressley University of New Orleans Kotler on Marketing Watch the product life cycle; but more important, watch the market life cycle. Chapter Objectives In this chapter, we focus on the following questions: How can the firm choose and communicate an effective positioning in the market? What are the major differentiating attributes available to firms? What marketing strategies are appropriate at each stage of the product life cycle? What marketing strategies are appropriate at each stage of the market’s evolution? Developing and Communicating a Positioning Strategy Positioning Value position Table 11.1: Examples of Value PropositionsDemand States and Marketing Tasks Developing and Communicating a Positioning Strategy Positioning According to Ries and Trout Strengthen own current position Grab an unoccupied position De-position Re-position Product ladders Positioning According to Treacy and Wiersema Value disciplines Product leader Operationally excellent firm Customer intimate firm Developing and Communicating a Positioning Strategy Treacy and Wiersema propose that a business should follow four rules for success Become best at one of the three value disciplines. Achieve an adequate performance level in the other two disciplines. Keep improving one’s superior position in the chosen discipline so as not to lose out to a competitor. Keep becoming more adequate in the other two disciplines, because competitors keep raising customers’ expectations. Developing and Communicating a Positioning Strategy Positioning: How many ideas to promote? Unique selling proposition Four major positioning errors Underpositioning Overpositioning Confused positioning Doubtful positioning Figure 11.1: Perceptual Map Developing and Communicating a Positioning Strategy Theme park’s positioning possibilities: Attribute positioning Benefit positioning Use or app