市場營銷學(xué)講義-全英文5(ppt27)-銷售管理-資料下載頁
【導(dǎo)讀】BusinessSchool,Zhongshan. University. 1. Chapter7. MarketSegmentation,Targeting,and. Positioningfor. BusinessSchool,Zhongshan. University. 2. ChapterObjectives. marketing. strategies. petitiveadvantage. BusinessSchool,Zhongshan. University. 3. Targeting,andPositioning. resultingsegments. 4.Selectthetarget. segment(s). Marketpositioning. BusinessSchool,Zhongshan. University. 4. MassMarketing. BusinessSchool,Zhongshan. University. 5. MassMarketing. margins. BusinessSchool,Zhongshan. University. 6. SegmentMarketing. BusinessSchool,Zhongshan. University. 7. SegmentedMarketing. needs,perceptions,andbuying. behaviours. market. needs. BusinessSchool,Zhongshan. University. 8. Nichemarketing. BusinessSchool,Zhongshan. University. 9. NicheMarketing. Pricepremium. BusinessSchool,Zhongshan. University. 10. Micromarketing. BusinessSchool,Zhongshan. University. 11. Micromarketing. Localmarketing. Logisticalproblems. BusinessSchool,Zhongshan. University. 12. Micromar
【正文】 iversity 22 Positioning Competitively: Product Positioning ? Defined by consumers on important attributes ? Place product occupies in mind relative to peting products ? Information overload ? Simplify evaluation ? Position happens planned or not Presented by Zhou Yanfeng Business School, Zhongshan University 23 Positioning Competitively: Positioning Strategies ? Product attributes ? Benefits offered ? Usage occasions ? Classes of users ? Directly against or away from petitor ? Different product class Presented by Zhou Yanfeng Business School, Zhongshan University 24 Positioning Strategy: Choosing and Implementing Communicate and deliver chosen position Select the right petitive advantage Identify possible petitive advantage Presented by Zhou Yanfeng Business School, Zhongshan University 25 Positioning Strategy: Possible Competitive Advantages ? Product differentiation ? Service differentiation ? Personnel differentiation ? Image differentation Presented by Zhou Yanfeng Business School, Zhongshan University 26 Communicating and Delivering the Chosen Position ? Concrete action ? Easier to develop than implement ? Positions can be quickly lost Presented by Zhou Yanfeng Business School, Zhongshan University 27 Chapter Review ? What are the three steps of target marketing? ? What are the major levels of market segmentation? ? How do you identify an attractive market opportunity and choose strategies? ? How do position a product for petitive advantage?
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