【正文】 he full positioning of a brand——the full mix of benefits on which it is positioned.” it is the answer to the customer39。s question “ why should I buy your brand?” ?here we only study the five winning value propositions on which panies can position their products: more for more, more for the less, more for the same, the same for less, less for much less. ■ More for more ?More for more position involves providing the most upscale product or service and charging a higher price to cover the higher costs. ?In general, panies should be on the lookout for opportunities to introduce a ―muchmoreformuchmore‖ brand in any underdeveloped product or service category. Yet ―moreformore‖ brands can be vulnerable. They often invite imitators who claim the same quality but at a lower price. ?■ More for the same ?Companies can attack a petitor39。s moreformore positioning by introducing a brand offering parable quality but at a lower price. ?■ The same for less ?Offering ―the same for less‖ can be a powerful value proposition——everyone likes a good deal. ?■ Less for much less ?A market almost always exists for products that offer less and therefore cost less. Few people need, want, or can afford ―the very best‖ in everything they buy. In many cases, consumers will gladly settle for less than optimal performance or give up some of the bells and whistles in exchange for a low price. ?“ less for much less” positioning involves meeting consumers39。 lower performance or quality requirements at a much lower price. ?■ More for less ?Of course, the winning value proposition would be to offer ―more for less.‖ Many panies claim to do this. In the short run, some panies can actually achieve such lofty positions. Yet in the long run, panies will find it very difficult to sustain such bestof –both positioning. Offering more usually costs more, making it difficult to deliver on the ―for less‖ promise. Companies that try to deliver both may lose out to more focused petitors. ?The important thing is that each pany must develop its own winning positioning strategy, one that makes it special to its target consumers. Offering only ―the same for the same‖ provides no petitive advantage, leaving the firm in the middle of the pack. Companies offering one of the three losing value propositions——―the same for more,‖ ―less for more‖ and ―less for the same‖——will inevitable fail. Customers soon realize that they39。ve been underserved, tell others, and abandon the brand. Communicating and delivering the chosen position ?Once it has chosen a position, the pany must take strong steps to deliver and municate the desired position to target consumers. All the pany39。s marketing mix efforts must support the positioning strategy. Positioning the pany calls for concrete action, not just talk. If the pany decides to build a position on better quality and service, it must first deliver that position. Designing the marketing mix——product, price, place, and promotion. ? 靜夜四無鄰，荒居舊業(yè)貧。 , January 26, 2023 ? 雨中黃葉樹，燈下白頭人。 10:05:5410:05:5410:051/26/2023 10:05:54 AM ? 1以我獨沈久，愧君相見頻。 :05:5410:05Jan2326Jan23 ? 1故人江海別，幾度隔山川。 10:05:5410:05:5410:05Thursday, January 26, 2023 ? 1乍見翻疑夢，相悲各問年。 :05:5410:05:54January 26, 2023 ? 1他鄉(xiāng)生白發(fā)，舊國見青山。 2023年 1月 26日星期四 上午 10時 5分 54秒 10:05: ? 1比不了得就不比，得不到的就不要。 。 2023年 1月 上午 10時 5分 :05January 26, 2023 ? 1行動出成果，工作出財富。 2023年 1月 26日星期四 10時 5分 54秒 10:05:5426 January 2023 ? 1做前，能夠環(huán)視四周；做時，你只能或者最好沿著以腳為起點的射線向前。 上午 10時 5分 54秒 上午 10時 5分 10:05: ? 沒有失敗，只有暫時停止成功！。 , January 26, 2023 ? 很多事情努力了未必有結果，但是不努力卻什么改變也沒有。 10:05:5410:05:5410:051/26/2023 10:05:54 AM ? 1成功就是日復一日那一點點小小努力的積累。 :05:5410:05Jan2326Jan23 ? 1世間成事，不求其絕對圓滿，留一份不足，可得無限完美。 10:05:5410:05:5410:05Thursday, January 26, 2023 ? 1不知香積寺，數(shù)里入云峰。 :05:5410:05:54January 26, 2023 ? 1意志堅強的人能把世界放在手中像泥塊一樣任意揉捏。 2023年 1月 26日星期四 上午 10時 5分 54秒 10:05: ? 1楚塞三湘接，荊門九派通。 。 2023年 1月 上午 10時 5分 :05January 26, 2023 ? 1少年十五二十時，步行奪得胡馬騎。 2023年 1月 26日星期四 10時 5分 54秒 10:05:5426 January 2023 ? 1空山新雨后，天氣晚來秋。 上午 10時 5分 54秒 上午 10時 5分 10:05: ? 楊柳散和風，青山澹吾慮。 , January 26, 2023 ? 閱讀一切好書如同和過去最杰出的人談話。 10:05:5410:05:5410:051/26/2023 10:05:54 AM ? 1越是沒有本領的就越加自命不凡。 :05:5410:05Jan2326Jan23 ? 1越是無能的人，越喜歡挑剔別人的錯兒。 10:05:5410:05:5410:05Thursday, January 26, 2023 ? 1知人者智，自知者明。勝人者有力，自勝者強。 :05:5410:05:54January 26, 2023 ? 1意志堅強的人能把世界放在手中像泥塊一樣任意揉捏。 2023年 1月 26日星期四 上午 10時 5分 54秒 10:05: ? 1最具挑戰(zhàn)性的挑戰(zhàn)莫過于提升自我。 2023年 1月 上午 10時 5分 :05January 26, 2023 ? 1業(yè)余生活要有意義，不要越軌。 2023年 1月 26日星期四 10時 5分 54秒 10:05:5426 January 2023 ? 1一個人即使已登上頂峰，也仍要自強不息。 上午 10時 5分 54秒 上午 10時 5分 10:05: MOMODA POWERPOINT Lorem ipsum dolor sit amet, consectetur adipiscing elit. Fusce id urna blandit, eleifend nulla ac, fringilla purus. Nulla iaculis tempor felis ut cursus. 感 謝 您 的 下 載 觀 看 專家告訴