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ch10craftingthebrandpositioning市場(chǎng)營(yíng)銷(xiāo),科特勒,英文版(編輯修改稿)

2025-06-16 16:41 本頁(yè)面

　

【文章內(nèi)容簡(jiǎn)介】 sociations that are not necessarily unique to the brand but may be shared with other brands 108 Conveying Category Membership ? Announcing category benefits ? Comparing to exemplars ? Relying on the product descriptor 109 Consumer Desirability Criteria for PODs ? Relevance ? Distinctiveness ? Believability 1010 Deliverability Criteria for PODs ? Feasibility ? Communicability ? Sustainability 1011 Examples of Negatively Correlated Attributes and Benefits ? Lowprice vs. High quality ? Taste vs. Low calories ? Nutritious vs. Good tasting ? Efficacious vs. Mild ? Powerful vs. Safe ? Strong vs. Refined ? Ubiquitous vs

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