CH10CraftingtheBrandPositioning市场营销,科特勒,英文版.pptx

《CH10CraftingtheBrandPositioning市场营销,科特勒,英文版.pptx》由会员分享，可在线阅读，更多相关《CH10CraftingtheBrandPositioning市场营销,科特勒,英文版.pptx（20页珍藏版）》请在淘文阁 - 分享文档赚钱的网站上搜索。

1、MARKETING MANAGEMENT12th edition10 Crafting the Brand PositioningKotlerKeller1CH10CraftingtheBrandPositioning市场营销,科特勒,英文版共20页，您现在浏览的是第1页!Chapter QuestionsnHow can a firm choose and municate an effective positioning in the market?nHow are brands differentiated?nWhat marketing strategies are appropria

2、te at each stage of the product life cycle?nWhat are the implications of market evolution for marketing strategies?2CH10CraftingtheBrandPositioning市场营销,科特勒,英文版共20页，您现在浏览的是第2页!Marketing StrategynSegmentationnTargetingnPositioning3CH10CraftingtheBrandPositioning市场营销,科特勒,英文版共20页，您现在浏览的是第3页!Value Propos

3、itionsnPerdue ChickenMore tender golden chicken at a moderate premium pricenDominosA good hot pizza,delivered to your door within 30 minutes of ordering,at a moderate price4CH10CraftingtheBrandPositioning市场营销,科特勒,英文版共20页，您现在浏览的是第4页!Defining AssociationsPoints-of-difference(PODs)nAttributes or benefi

4、ts consumers strongly associate with a brand,positively evaluate,and believe they could not find to the same extent with a petitive brandPoints-of-parity(POPs)nAssociations that are not necessarily unique to the brand but may be shared with other brands5CH10CraftingtheBrandPositioning市场营销,科特勒,英文版共20

5、页，您现在浏览的是第5页!Consumer Desirability Criteria for PODsnRelevancenDistinctivenessnBelievability6CH10CraftingtheBrandPositioning市场营销,科特勒,英文版共20页，您现在浏览的是第6页!Examples of Negatively Correlated Attributes and BenefitsnLow-price vs.High qualitynTaste vs.Low caloriesnNutritious vs.Good tastingnEfficacious vs.

6、MildnPowerful vs.SafenStrong vs.RefinednUbiquitous vs.ExclusivenVaried vs.Simple7CH10CraftingtheBrandPositioning市场营销,科特勒,英文版共20页，您现在浏览的是第7页!Differentiation StrategiesnProductnPersonnelnChannelnImage8CH10CraftingtheBrandPositioning市场营销,科特勒,英文版共20页，您现在浏览的是第8页!Identity and ImageIdentity:The way apany a

7、ims to identify or position itselfImage:The way thepublic perceivesthe pany or itsproducts9CH10CraftingtheBrandPositioning市场营销,科特勒,英文版共20页，您现在浏览的是第9页!Facts about Life CyclesnProducts have a limited life.nProduct sales pass through distinct stages.nProfits rise and fall at different stages.nProducts

8、require different marketing,financial,manufacturing,purchasing,and human resource strategies in each stage.10CH10CraftingtheBrandPositioning市场营销,科特勒,英文版共20页，您现在浏览的是第10页!Market Evolution StagesnEmergencenGrowthnMaturitynDecline11CH10CraftingtheBrandPositioning市场营销,科特勒,英文版共20页，您现在浏览的是第11页!PositioningA

9、ct of designing the panysoffering and image to occupya distinctive place in the mind ofthe target market.12CH10CraftingtheBrandPositioning市场营销,科特勒,英文版共20页，您现在浏览的是第12页!Writing a Positioning StatementMountain Dew:To young,activesoft-drink consumers who havelittle time for sleep,Mountain Dewis the soft

10、 drink that gives youmore energy than any other brandbecause it has the highest level of caffeine.13CH10CraftingtheBrandPositioning市场营销,科特勒,英文版共20页，您现在浏览的是第13页!Conveying Category MembershipnAnnouncing category benefitsnComparing to exemplarsnRelying on the product descriptor14CH10CraftingtheBrandPos

11、itioning市场营销,科特勒,英文版共20页，您现在浏览的是第14页!Deliverability Criteria for PODsnFeasibilitynCommunicabilitynSustainability15CH10CraftingtheBrandPositioning市场营销,科特勒,英文版共20页，您现在浏览的是第15页!Addressing Negatively Correlated PODs and POPsnPresent separatelynLeverage equity of another entitynRedefine the relationship1

12、6CH10CraftingtheBrandPositioning市场营销,科特勒,英文版共20页，您现在浏览的是第16页!Product DifferentiationnProduct formnFeaturesnPerformancenConformancenDurabilitynReliabilitynReparabilitynStylenDesignnOrdering easenDeliverynInstallationnCustomer trainingnCustomer consultingnMaintenance17CH10CraftingtheBrandPositioning市场

13、营销,科特勒,英文版共20页，您现在浏览的是第17页!Product Life CyclenIntroductionnGrowthnMaturitynDecline18CH10CraftingtheBrandPositioning市场营销,科特勒,英文版共20页，您现在浏览的是第18页!Marketing Program ModificationsnPricesnDistributionnAdvertisingnSales promotionnServices19CH10CraftingtheBrandPositioning市场营销,科特勒,英文版共20页，您现在浏览的是第19页!Emerging MarketsnLatentnSingle-nichenMultiple-nichenMass-market20CH10CraftingtheBrandPositioning市场营销,科特勒,英文版共20页，您现在浏览的是第20页!