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1、Chapter 10,Positioning and Differentiating Market Offerings over the Life Cycle,Marketing Management Tenth Edition Philip Kotler,Objectives,Identify Differentiating Attributes Choosing & Communicating Effective Positioning Marketing Strategies Along the Product Life Cycle Marketing Strategy & Market
2、 Evolution,The BCG Competitive Advantage Matrix,Volume,Fragmented,Stalemated,Specialized,Product Differentiation,Form,Fea- tures,Perfor- mance,Quality,Conform- ance Quality,Dura- bility,Relia- bility,Repair- ability,Style,Design,Delivery,Services Differentiation,Ordering Ease,Maintenance & Repair,Cu
3、stomer Training,Installation,Customer Consulting,Differentiation,Personnel Channel,Media,Atmosphere,Symbols,Events,Image Differentiation,Differences Worth Establishing,Affordable,Superior,Profitable,Preemptive,Distinctive,Important,Positioning is the act of designing the companys offering and image
4、to occupy a distinctive place in the the target markets mind. P 298,Perceptual Map,Sales & Profit Life Cycles,Four Introductory Marketing Strategies,Rapid- skimming strategy,Rapid- penetration strategy,Slow- penetration strategy,Slow- skimming strategy,Maturity Stage,Market Modification Product Modi
5、fication Marketing-Mix Modification,Decline Stage,Decrease investment Resolve uncertainties - stable investment Selective niches Harvesting Divesting,Market Evolution,Emergence Growth Maturity Decline,Market-Fragmentation and Market-Consolidation Strategies,Review,Identify Differentiating Attributes Choosing & Communicating Effective Positioning Marketing Strategies Along the Product Life Cycle Marketing Strategy & Market Evolution,
