国际营销专业英语Unit7DifferentiatingwithUniqueSellingProposition.ppt

1、Unit Seven,Differentiating with Unique Selling Proposition,Learning Outline,The importance of Differentiation The definition of Differentiation Differentiation Tools Positioning Strategies How to Develop Your USP,The importance of Differentiation,Crego and Schiffrin Study customers value and prepare

2、 an offering that exceeds their expectations Three-step process: defining the customer value model building the customer value hierarchy deciding on the customer value package,The definition of Differentiation,The act of designing a set of meaningful differences to distinguish the companys offering

3、from competitors offerings.,The definition of Differentiation,Differentiation strategies varies with the type of industry and companys resources. e.g. Four types of industry according to BCG volume industry, stalemated industry, fragmented industry, specialized industry.,Differentiation Tools,Produc

4、t Differentiation Services Differentiation Personnel Differentiation Channel Differentiation Image Differentiation,Positioning Strategies,Positioning: The act of designing the companys offering and image to occupy a distinctive place in the target markets mind Unique Selling Proposition (USP) A comp

5、any should develop a USP for each brand and stick to it.,Positioning Strategies,positioning strategies: attribute positioning benefit positioning use or application positioning user positioning competitor positioning product category positioning quality or price positioning,How to Develop Your USP,First, study your competition. Second, examine your own business. Third, begin to write down and c