Positioning theory - beyond the theory of Kotlers Marketing.doc

 PAGE \* MERGEFORMAT 17 Positioning theory - beyond the theory of Kotler’s Marketing Positioning theory from 1972 to today, has become a magnificent building. His basic point of view represented and to Kotler is very different from traditional marketing theory, or even the opposite. It is these differences, on the contrary, reflects the positioning theoretical value beyond the traditional marketing theory, it is also marked by the Internet age the reason why positioning theory. now choose to points above it. One: from the customer to the competition Whether the definition of the concept of marketing, or customer is the concept of God, or customer-oriented marketing, Kotler on marketing theory is marketing the customer first, customer is the starting point and end point of marketing. Positioning theory is the opposite. Positioning theory is that marketing has developed into a big competition, in this context, the most important thing is not to understand customers, satisfy customers, the most important thing is to face competition, analysis of competitive situation, to find you the best The main rival and beat him, from him to win customers and business. competition concept, the concept of competition-oriented than the customer, customer-oriented better for you to win. Positioning theory is not without attention to customers, but compared to the customer, the more attention to competition. Or positioning theory first importance from a competition point of view of customers. Competitive orientation is the first building block positioning theory. II: from requirements to mind Although location theory attaches great importance to customers, but customers and positioning theory Kotler Marketing valued customers of different theoretical importance, one is the customer’s mind, one is the customer’s needs. Marketing should be based on cognitive psychology. Because all purchases to meet customer needs through customer knowledge are required to enter the c