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1、Chapter10 PositioningandDifferentiatingMarketOfferingsovertheLifeCycle MarketingManagementTenthEditionPhilipKotler Objectives IdentifyDifferentiatingAttributesChoosing CommunicatingEffectivePositioningMarketingStrategiesAlongtheProductLifeCycleMarketingStrategy MarketEvolution TheBCGCompetitiveAdvan
2、tageMatrix Volume Fragmented Stalemated Specialized ProductDifferentiation Form Fea tures Perfor mance Quality Conform anceQuality Dura bility Relia bility Repair ability Style Design Delivery ServicesDifferentiation OrderingEase Maintenance Repair CustomerTraining Installation CustomerConsulting Di
3、fferentiation PersonnelChannel Media Atmosphere Symbols Events ImageDifferentiation DifferencesWorthEstablishing Affordable Superior Profitable Preemptive Distinctive Important Positioningistheactofdesigningthecompany sofferingandimagetooccupyadistinctiveplaceinthethetargetmarket smind P298 Perceptu
4、alMap Sales ProfitLifeCycles FourIntroductoryMarketingStrategies Rapid skimmingstrategy Rapid penetrationstrategy Slow penetrationstrategy Slow skimmingstrategy MaturityStage MarketModificationProductModificationMarketing MixModification DeclineStage DecreaseinvestmentResolveuncertainties stableinve
5、stmentSelectivenichesHarvestingDivesting MarketEvolution EmergenceGrowthMaturityDecline Market FragmentationandMarket ConsolidationStrategies Review IdentifyDifferentiatingAttributesChoosing CommunicatingEffectivePositioningMarketingStrategiesAlongtheProductLifeCycleMarketingStrategy MarketEvolution
