(精选)商务英语综合教程(下册)Unit 5 Product Positioning课件.pptVIP

Unit Five ;Introduction; Text ; 1 Consumer research is believed to play a decisive role in companies in product’s advertising positioning. Take Nike for example. First of all, consumer research helps to identify its target consumers. Second, with research findings, Nike establishes consumer profile. Finally, with research findings, Nike positions its products by product users. ; Positioning by Product Users 4 If target consumers’ behavior is mostly affected by opinion leader or reference group, the way of positioning by product users is suitable to such a product. This approach is to associate the product with a typical user, who is usually taken as the provider of information perceived to be “expert”, or a group of typical users, who are frequently taken as the providers of the names—standards, values, attitudes and the like—that are influential with those who belong to, aspire to, or identify with. Nike is the typical product positioned by product users, for, on one hand, it takes Michael Jordan, a world famous athlete who plays basketball in a way that no one has ever played before; as the spokesman of the product, on the other hand, it positioned the product as the “patent” product for the teenagers and youngsters. ; Positioning by a Typical Product User 5 Having noticed that the target consumers were always fascinated with some athletes and had the tendency to imitate these idols, Nike appointed (from the late 1980s) Michael Jordan as the typical user of the product. Jordan took part in NBA basketball matches wearing Nike, and won a great number of people’s respect and worship in the matches. 6 This act proved to be quite successful. As Phil Knight, the general manager of Nike said, “Jordan seemed to be at the top of a pyramid, and everybody else who wear athletics shoes at the bottom.” The people at the top helped us to get the others at the bottom. ; 7 The trick is that Jordan is widely acknowle