Objectives Identify Differentiating Attributes Choosing Communicating Effective Positioning Marketing Strategies Along the Product Life Cycle Marketing Strategy Market Evolution C2000 Prentice Hall
©2000 Prentice Hall Objectives Identify Differentiating Attributes Choosing & Communicating Effective Positioning Marketing Strategies Along the Product Life Cycle Marketing Strategy & Market Evolution
Product differentiation Conform Fea- Perfor- Form Qualit ance tures mance Quality Dura Relia Repair. bility bility ability Style Design C2000 Prentice Hall
©2000 Prentice Hall Product Differentiation Form Features Performance Quality Conformance Quality Durability Reliability Repairability Style Design
Services Differentiation Ordering Installation Customer Ease Consulting Customer Maintenance Delivery Training Repair C2000 Prentice Hall
©2000 Prentice Hall Delivery Services Differentiation Ordering Ease Maintenance & Repair Customer Training Installation Customer Consulting Miscellaneous Services
Differentiation Personnel Channel C2000 Prentice Hall
©2000 Prentice Hall Differentiation Personnel Channel
Image Differentiation Media Atmosphere Symbols Events C2000 Prentice Hall
©2000 Prentice Hall Media Atmosphere Symbols Events Image Differentiation
Important Profitable Distinctive Differences worth Establishing Affordable Superior Preemptive C2000 Prentice Hall
©2000 Prentice Hall Differences Worth Establishing Affordable Superior Profitable Preemptive Distinctive Important
Positioning is the act of designing幼 e company offering and image to occupy a distinctive place in the幼 he target markets mind p298 C2000 Prentice Hall
©2000 Prentice Hall Positioning is the act of designing the company’s offering and image to occupy a distinctive place in the the target market’s mind. P 298
Sales Profit Life Cycles a Introduction Growth Maturity Decline Time C2000 Prentice Hall
©2000 Prentice Hall Sales & Profit Life Cycles Introduction Growth Maturity Decline Sales Time & profits ($)
Four Introductory Marketing Strategies Promotion High LoW Rapid- OW High skimming skimming strategy strategy Price Rapid- Low penetration penetration strategy strategy C2000 Prentice Hall
©2000 Prentice Hall Four Introductory Marketing Strategies Rapidskimming strategy Rapidpenetration strategy Slowpenetration strategy Slowskimming strategy Price Low High Promotion High Low
Maturity Stage Market modification Product modification Marketing-MiX Modification C2000 Prentice Hall
©2000 Prentice Hall Maturity Stage Market Modification Product Modification Marketing-Mix Modification