2009级市场营销学8讲目标市场营销的策略01.ppt

POSITIONING STRATEGY INTEGRATES 综合定位战略 MARKETING MIX 营销组合 DIFFERENTIATED PRODUCT OFFER 提供差异化产品 PERCEIVED BENEFITS 感知到的利益 TARGET MARKET SEGMENT 瞄准子市场 Positioning Strategy定位战略 （1）RELEVANT TO A MARKET SEGMENT 与子市场相关The brand positioning is seen from the point of view from a particular market segment. The positioning may change for each market segment. 从某一特定子市场来观察品牌定位。定位会因各子市场而产生不同的变化。 （2） POSITION IN CUSTOMER’S MINDS —— PERCEPTION 在顾客脑中定位——感知Customers have views of brands which may not necessarily be based on experience. It is important to measure what their percept