菲利普.科特勒的“市场营销”讲义 10

nullnullObjectivesObjectivesIdentify Differentiating Attributes Choosing & Communicating Effective Positioning Marketing Strategies Along the Product Life Cycle Marketing Strategy & Market EvolutionThe BCG Competitive Advantage MatrixThe BCG Competitive Advantage MatrixVolumeFragmentedStalematedSpecializedProduct DifferentiationProduct DifferentiationFormFea- turesPerfor- manceQualityConform- ance QualityDura- bilityRelia- bilityRepair- abilityStyleDesignServices DifferentiationServices DifferentiationDeliveryOrdering EaseMaintenance & RepairCustomer TrainingInstallationCustomer ConsultingDifferentiationDifferentiationPersonnel ChannelImage DifferentiationImage DifferentiationMediaAtmosphereSymbolsEventsnullDifferences Worth EstablishingAffordableSuperiorProfitablePreemptiveDistinctiveImportantnullPositioning is the act of designing the company’s offering and image to occupy a distinctive place in the the target market’s mind. P 298Perceptual MapPerceptual MapSales & Profit Life CyclesSales & Profit Life CyclesFour Introductory Marketing StrategiesFour Introductory Marketing StrategiesRapid- skimming strategyRapid- penetration strategySlow- penetration strategySlow- skimming strategyMaturity StageMaturity StageMarket Modification Product Modification Marketing-Mix Modification Decline StageDecline StageDecrease investment Resolve uncertainties - stable investment Selective niches Harvesting DivestingMarket EvolutionMarket EvolutionEmergence Growth Maturity DeclineMarket-Fragmentation and Market-Consolidation StrategiesMarket-Fragmentation and Market-Consolidation StrategiesReviewReviewIdentify Differentiating Attributes Choosing & Communicating Effective Positioning Marketing Strategies Along the Product Life Cycle Marketing Strategy & Market Evolution