菲利普科特勒-市场营销第10版全套19个PPT10.pptVIP

Chapter10PositioningandDifferentiatingMarketOfferingsMarketingManagementTenthEdition

ObjectivesIdentifyDifferentiatingAttributesChoosingCommunicatingEffectivePositioningMarketingStrategiesAlongtheProductLifeCycleMarketingStrategyMarketEvolution

TheBCGCompetitive

AdvantageMatrixVolumeFragmentedStalematedSpecializedSizeoftheAdvantageSmallLargeNumberofApproachestoAchieveAdvantageFewMany

ProductDifferentiationFormFea-turesPerfor-manceQualityConform-anceQualityDura-bilityRelia-bilityRepair-abilityStyleDesign

DeliveryServicesDifferentiationOrderingEaseMaintenanceRepairCustomerTrainingInstallationCustomerConsultingMiscellaneousServices

DifferentiationPersonnelChannel

MediaAtmosphereSymbolsEventsImageDifferentiation

DifferencesWorthEstablishingAffordableSuperiorProfitablePreemptiveDistinctiveImportant

Positioningistheactofdesigningthecompany’sofferingandimagetooccupyadistinctiveplaceinthethetargetmarket’smind.P298

PerceptualMap0.20.40.60.81.01.21.41.6-1.6-1.4-1.2-1.0-0.8-0.6-0.4-0.21.00.80.60.40.2-0.2-0.4-0.6-0.8MagicMountainJapaneseDeerParkBuschGardensKnott’sBerryFarmLionCountrySafariMarinelandofthePacificDisneylandEconomicalFunridesExerciseFantasyGoodfoodEasytoreachEducational,animalsLittlewaitingLiveshows

SalesProfitLifeCyclesIntroductionGrowthMaturityDeclineTimeSalesprofits($)

FourIntroductory

MarketingStrategiesRapid-skimmingstrategyRapid-penetrationstrategySlow-penetrationstrategySlow-skimmingstrategyPriceLowHighPromotionHighLow

MaturityStageMarketModificationProductModificationMarketing-MixModification

DeclineStageDecreaseinvestmentResolveuncertainties-stableinvestmentSelectivenichesHarvestingDivesting

MarketEvolutionEmergenceGrowthMaturityDecline

Market-Fragmentationand

Market-ConsolidationStrategies(a)Market-fragmentationstageMCJXYZKFGLDEABH(b)Market-consolidationstageXMCABDEFGJKLYZH

ReviewIdentifyDifferentiatingAttribute