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1、MARKETING MANAGEMENT12th edition10 Crafting the Brand PositioningKotlerKeller1CH10CraftingtheBrandPositioning市场营销科特勒英文版Chapter QuestionsnHow can a firm choose and communicate an effective positioning in the market?nHow are brands differentiated?nWhat marketing strategies are appropriate at each stag
2、e of the product life cycle?nWhat are the implications of market evolution for marketing strategies?2CH10CraftingtheBrandPositioning市场营销科特勒英文版Marketing StrategynSegmentationnTargetingnPositioning3CH10CraftingtheBrandPositioning市场营销科特勒英文版PositioningAct of designing the companysoffering and image to o
3、ccupya distinctive place in the mind ofthe target market.4CH10CraftingtheBrandPositioning市场营销科特勒英文版Value PropositionsnPerdue ChickenMore tender golden chicken at a moderate premium pricenDominosA good hot pizza, delivered to your door within 30 minutes of ordering, at a moderate price5CH10Craftingth
4、eBrandPositioning市场营销科特勒英文版Writing a Positioning StatementMountain Dew: To young, activesoft-drink consumers who havelittle time for sleep, Mountain Dewis the soft drink that gives youmore energy than any other brandbecause it has the highest level of caffeine. 6CH10CraftingtheBrandPositioning市场营销科特
5、勒英文版Defining AssociationsPoints-of-difference (PODs)nAttributes or benefits consumers strongly associate with a brand, positively evaluate, and believe they could not find to the same extent with a competitive brandPoints-of-parity (POPs)nAssociations that are not necessarily unique to the brand but
6、 may be shared with other brands7CH10CraftingtheBrandPositioning市场营销科特勒英文版Conveying Category MembershipnAnnouncing category benefitsnComparing to exemplarsnRelying on the product descriptor8CH10CraftingtheBrandPositioning市场营销科特勒英文版Consumer Desirability Criteria for PODsnRelevancenDistinctivenessnBel
7、ievability9CH10CraftingtheBrandPositioning市场营销科特勒英文版Deliverability Criteria for PODsnFeasibilitynCommunicabilitynSustainability10CH10CraftingtheBrandPositioning市场营销科特勒英文版Examples of Negatively Correlated Attributes and BenefitsnLow-price vs. High qualitynTaste vs. Low caloriesnNutritious vs. Good ta
8、stingnEfficacious vs. MildnPowerful vs. SafenStrong vs. RefinednUbiquitous vs. ExclusivenVaried vs. Simple11CH10CraftingtheBrandPositioning市场营销科特勒英文版Addressing Negatively Correlated PODs and POPsnPresent separatelynLeverage equity of another entitynRedefine the relationship12CH10CraftingtheBrandPosi
9、tioning市场营销科特勒英文版Differentiation StrategiesnProductnPersonnelnChannelnImage13CH10CraftingtheBrandPositioning市场营销科特勒英文版Product DifferentiationnProduct formnFeaturesnPerformancenConformancenDurabilitynReliabilitynReparabilitynStylenDesignnOrdering easenDeliverynInstallationnCustomer trainingnCustomer
10、consultingnMaintenance14CH10CraftingtheBrandPositioning市场营销科特勒英文版Identity and ImageIdentity: The way acompany aims to identify or position itselfImage: The way thepublic perceivesthe company or itsproducts15CH10CraftingtheBrandPositioning市场营销科特勒英文版Product Life CyclenIntroductionnGrowthnMaturitynDecl
11、ine16CH10CraftingtheBrandPositioning市场营销科特勒英文版Facts about Life CyclesnProducts have a limited life.nProduct sales pass through distinct stages.nProfits rise and fall at different stages.nProducts require different marketing, financial, manufacturing, purchasing, and human resource strategies in each
12、 stage.17CH10CraftingtheBrandPositioning市场营销科特勒英文版Marketing Program ModificationsnPricesnDistributionnAdvertisingnSales promotionnServices18CH10CraftingtheBrandPositioning市场营销科特勒英文版Market Evolution StagesnEmergencenGrowthnMaturitynDecline19CH10CraftingtheBrandPositioning市场营销科特勒英文版Emerging MarketsnLatentnSingle-nichenMultiple-nichenMass-market20CH10CraftingtheBrandPositioning市场营销科特勒英文版
