CH10CraftingtheBrandPositioning市場營銷,科特勒,英文版

MARKETINGMANAGEMENT

12thedition10CraftingtheBrandPositioning

Kotler Keller1CH10CraftingtheBrandPositioning市場營銷,科特勒,英文版共20頁，您現(xiàn)在瀏覽的是第1頁!ChapterQuestionsHowcanafirmchooseandmunicateaneffectivepositioninginthemarket?Howarebrandsdifferentiated?Whatmarketingstrategiesareappropriateateachstageoftheproductlifecycle?Whataretheimplicationsofmarketevolutionformarketingstrategies?2CH10CraftingtheBrandPositioning市場營銷,科特勒,英文版共20頁，您現(xiàn)在瀏覽的是第2頁!MarketingStrategySegmentationTargetingPositioning3CH10CraftingtheBrandPositioning市場營銷,科特勒,英文版共20頁，您現(xiàn)在瀏覽的是第3頁!ValuePropositionsPerdueChickenMoretendergoldenchickenatamoderatepremiumpriceDomino’sAgoodhotpizza,deliveredtoyourdoorwithin30minutesofordering,atamoderateprice4CH10CraftingtheBrandPositioning市場營銷,科特勒,英文版共20頁，您現(xiàn)在瀏覽的是第4頁!DefiningAssociationsPoints-of-difference(PODs)Attributesorbenefitsconsumersstronglyassociatewithabrand,positivelyevaluate,andbelievetheycouldnotfindtothesameextentwithapetitivebrandPoints-of-parity(POPs)Associationsthatarenotnecessarilyuniquetothebrandbutmaybesharedwithotherbrands5CH10CraftingtheBrandPositioning市場營銷,科特勒,英文版共20頁，您現(xiàn)在瀏覽的是第5頁!ConsumerDesirabilityCriteriaforPODsRelevanceDistinctivenessBelievability6CH10CraftingtheBrandPositioning市場營銷,科特勒,英文版共20頁，您現(xiàn)在瀏覽的是第6頁!ExamplesofNegativelyCorrelatedAttributesandBenefitsLow-pricevs.HighqualityTastevs.LowcaloriesNutritiousvs.GoodtastingEfficaciousvs.MildPowerfulvs.SafeStrongvs.RefinedUbiquitousvs.ExclusiveVariedvs.Simple7CH10CraftingtheBrandPositioning市場營銷,科特勒,英文版共20頁，您現(xiàn)在瀏覽的是第7頁!DifferentiationStrategiesProductPersonnelChannelImage8CH10CraftingtheBrandPositioning市場營銷,科特勒,英文版共20頁，您現(xiàn)在瀏覽的是第8頁!IdentityandImageIdentity:

ThewayapanyaimstoidentifyorpositionitselfImage:Thewaythepublicperceivesthepanyoritsproducts9CH10CraftingtheBrandPositioning市場營銷,科特勒,英文版共20頁，您現(xiàn)在瀏覽的是第9頁!FactsaboutLifeCyclesProductshavealimitedlife.Productsalespassthroughdistinctstages.Profitsriseandfallatdifferentstages.Productsrequiredifferentmarketing,financial,manufacturing,purchasing,andhumanresourcestrategiesineachstage.10CH10CraftingtheBrandPositioning市場營銷,科特勒,英文版共20頁，您現(xiàn)在瀏覽的是第10頁!MarketEvolutionStagesEmergenceGrowthMaturityDecline11CH10CraftingtheBrandPositioning市場營銷,科特勒,英文版共20頁，您現(xiàn)在瀏覽的是第11頁!PositioningActofdesigningthepany’sofferingandimagetooccupyadistinctiveplaceinthemindofthetargetmarket.12CH10CraftingtheBrandPositioning市場營銷,科特勒,英文版共20頁，您現(xiàn)在瀏覽的是第12頁!WritingaPositioningStatementMountainDew:Toyoung,activesoft-drinkconsumerswhohavelittletimeforsleep,MountainDewisthesoftdrinkthatgivesyoumoreenergythananyotherbrandbecauseithasthehighestlevelofcaffeine.13CH10CraftingtheBrandPositioning市場營銷,科特勒,英文版共20頁，您現(xiàn)在瀏覽的是第13頁!ConveyingCategoryMembershipAnnouncingcategorybenefitsComparingtoexemplarsRelyingontheproductdescriptor14CH10CraftingtheBrandPositioning市場營銷,科特勒,英文版共20頁，您現(xiàn)在瀏覽的是第14頁!DeliverabilityCriteriaforPODsFeasibilityCommunicabilitySustainability15CH10CraftingtheBrandPositioning市場營銷,科特勒,英文版共20頁，您現(xiàn)在瀏覽的是第15頁!AddressingNegativelyCorrelatedPODsandPOPsPresentseparatelyLeverageequityofanotherentityRedefinetherelationship16CH10CraftingtheBrandPositioning市場營銷,科特勒,英文版共20頁，您現(xiàn)在瀏覽的是第16頁!ProductDifferentiationProductformFeaturesPerformanceConformanceDurabilityReliabilityReparabilityStyleDesignOrderingeaseDeliveryInstallationCustomertrainingCustomerconsultingMaintenance17CH10CraftingtheBrandPositioning市場營銷,科特勒,英文版共20頁，您現(xiàn)在瀏覽的是第17頁!ProductLifeCycleIntroductionGrowthMaturityDecline18CH10CraftingtheBrandPositioning市場營銷,科特勒,英文版共20頁，您現(xiàn)在瀏覽的是第18頁!MarketingProgramModificationsPricesDistributionAdvertisingSalesprom