市场营销义.ppt

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 Market Evolution Emergence Growth Maturity Decline Market-Fragmentation andMarket-Consolidation Strategies Review Identify Differentiating Attributes Choosing Communicating Effective Positioning Marketing Strategies Along the Product Life Cycle Marketing Strategy Market Evolution * ?2000 Prentice Hall * Volume Fragmented Stalemated Specialized Size of the Advantage Small Large Number of Approaches to Achieve Advantage Few Many Form Fea- tures Perfor- mance Quality Conform- ance Quality Dura- bility Relia- bility Repair- ability Style Design Delivery Ordering Ease Maintenance Repair Customer Training Installation Customer Consulting Miscellaneous Services Media Atmosphere Symbols Events Differences Worth Establishing Affordable Superior Profitable Preemptive Distinctive Important Positioning is the act of designing the company’s offering and image to occupy a distinctive place in the the target market’s mind. P 298 0.2 0.4 0.6 0.8 1.0 1.2 1.4 1.6 -1.6 -1.4 -1.2 -1.0 -0.8 -0.6 -0.4 -0.2 1.0 0.8 0.6 0.4 0.2 -0.2 -0.4 -0.6 -0.8 Magic Mountain Japanese Deer Park Busch Gardens Knott’s Berry Farm Lion Country Safari Marineland of the Pacific Disneyland Economical Fun rides Exercise Fantasy Good food Easy to reach Educational, animals Little waiting Live shows Introduction Growth Maturity Decline Time Sales profits ($) Rapid- skimming strate