菲利普科特勒市场营销第10版全套19个10

1、Chapter 10Positioning and Differentiating Market Offerings Marketing ManagementTenth Edition1ObjectivesIdentify Differentiating AttributesChoosing & Communicating Effective PositioningMarketing Strategies Along the Product Life CycleMarketing Strategy & Market Evolution2The BCG CompetitiveAdvantage

2、MatrixVolumeFragmentedStalematedSpecializedSize of the AdvantageSmallLargeNumber of Approachesto Achieve AdvantageFewMany3Product DifferentiationFormFea-turesPerfor-manceQualityConform-anceQualityDura-bilityRelia-bilityRepair-abilityStyleDesign4DeliveryServices DifferentiationOrderingEaseMaintenance

3、& RepairCustomerTrainingInstallationCustomerConsultingMiscellaneousServices5DifferentiationPersonnelChannel6MediaAtmosphereSymbolsEventsImage Differentiation7Differences WorthEstablishingAffordableSuperiorProfitablePreemptiveDistinctiveImportant8Positioning is the act of designing the companys offer

4、ing and image to occupy a distinctive place in the the target markets mind. P 2989Perceptual Map0.2 0.4 0.6 0.8 1.0 1.2 1.4 1.6 -1.6 -1.4 -1.2 -1.0 -0.8 -0.6 -0.4 -0.2 1.00.80.60.40.2-0.2-0.4-0.6-0.8MagicMountainJapaneseDeer ParkBuschGardensKnottsBerryFarmLionCountrySafariMarinelandof thePacificDisn

5、eylandEconomicalFun ridesExerciseFantasyGood foodEasy to reachEducational,animalsLittle waitingLive shows10Sales & Profit Life CyclesIntroductionGrowthMaturityDeclineTimeSales & profits ($)11Four IntroductoryMarketing StrategiesRapid-skimmingstrategyRapid-penetrationstrategySlow-penetrationstrategyS

6、low-skimmingstrategyPriceLowHighPromotionHighLow12Maturity StageMarket ModificationProduct ModificationMarketing-Mix Modification13Decline StageDecrease investmentResolve uncertainties - stable investmentSelective nichesHarvestingDivesting14Market EvolutionEmergenceGrowthMaturityDecline15Market-Fragmentation andMarket-Consolidation Strategies(a) Market-fragmentation stageMCJXYZKFGLDEABH(b) Market-consolidation stageXMCABDEFGJKLYZH16ReviewIdentify Differentiating AttributesChoosing & Communicating Effe