淺析可口可樂(lè)品牌戰(zhàn)略和我國(guó)營(yíng)銷策略研究(已改無(wú)錯(cuò)字)
2022-07-26 15:28:07 本頁(yè)面
【正文】 0。peopleororganizationswithwants,moneytospend,andthewillingnesstospend,withinmostmarketsthebuyer39。needsarenot,asinglemarketingprogramstartswithidentifyingthedifferencesthatexistwithinamarket,aprocesscalledmarketsegmentation,anddecidingwhichsegmentswillbepursuedadstargetmarkets. Marketingsegmentationenablesapanytomakemoreefficientuseofitsmarketing,itallowsasmallpanytopeteeffectivelybyconcentratingononeortwoapparentdrawbackofmarketsegmentationisthatitwillresultinhigherproductionandmarketingcoststhanaoneproduct,massmarket,ifthemarketiscorrectlysegmented,thebetterfitwithcustomers39。needswillactuallyresultingreaterefficiency. Thethreealternativestrategiesforselectingatargetmarketaremarketaggregation,singlesegment,andmultiplestrategyinvolvesusingonemarketingmixtoreachamass,undifferentiatedasinglesegmentstrategy,apanystillusesonlyonemarketingmix,butitisdirectedatonlyonesegmentofthetotalmultiplesegmentstrategyentailsselectingtwoormoresegmentsanddevelopingaseparatemarketingmixtoreachsegment. PositioningtheProductManagement39。sabilitytobringattentiontoaproductandtodifferentiateitinafavorablewayfromsimilarproductsgoesalongwaytowarddeterminingthatproduct39。smanagementneedstoengageinpositioning,whichmeansdevelopingtheimagethataproductprojectsinrelationtopetitiveproductsandtothefirm39。sotherproducts. Marketingexecutives canchoose froma varietyofpositioning theydecidetousemorethanoneforaparticularareseveralmajorpositioningstrategies: 1. PositioninginRelationtoapetitor Forsomeproducts,thebestpositionisdirectlyagainstthestrategyisespeciallysuitableforafirmthatalreadyhasasoliddifferentialadvantageoristryingtosolidifysuchanfendoffrivalmarkersofmicroprocessors,Intelacampaigntoconvincebuyersthatitsproductissuperiortopanyevenpaidputermakerstoincludetheslogan,IntelInsideintheirthemarketleader,CocaColaintroducesnewproductsandexecutesitsmarketingthesametime,itkeepsaneyeonPepsiCola,beingsuretomatchanyclever,effectivemarketingmovesmadebyitsprimarypetitor. inRelationtoaProductClassorAttribute Sometimesapany39。spositioningstrategyentailsassociatingitsproductwith(ordistancingitfrom)aproductclassorpaniestrytoplacetheirproductsinadesirableclass,suchasMadeintheUSA.Inthewordsofoneconsultant,Thereisastrongemotionalappealwhenyousay,39。MadeintheUSA39。.Thusasmallsportswearmanufacturer,BostonPreparatoryusingthispositioningstrategytoseekanedgeoverlargepetitorssuchasCalvinKleinandTommyHilfiger,whichdon39。tproducealloftheirproductsinthe.. byPriceandQuality Certainproducerandretailersareknownfortheirhighqualityproductsandhightheretailingfield,SakeFifthAvenueandNeimanMarcusarepositionedatoneendofthepricequalitystoressuchasTargetandKmartareatthe39。renotsaying,however,thatdiscountersignorequality。rather,theystresslow39。stired—andforthemostpartsucceededin—repositioningitsstoresonthepricequalitycontinuumbyupgradingapparellinesandstressingdesignernames. Thewordbrandsisprehensive。itenpassesothernarrowerbrandisanameand/ormarkintendedtoidentifytheproductofonesellerorgroupofsellersanddifferentiatetheproductfrompetingproducts. Abrandnameconsistsofwords,letters,and/ornumbersthatcanbebrandmarkisthepartofthebrandthatappearsintheformofasymbol,design,ordistinctivecolororbrandmarkisrecognizedbuysightbucannotbeexpressedwhenapersonpronouncesthebrand,Coors,andriderforRalphLauren39。sPoloGiant(cannedandfrozenvegetableproducts)andArmamp。Hammer(bakingsoda)arebothbrandnamesandbrandmarks. Atrademarkisabrandthathasbeenadoptedbyasellerandgivenlegaltrademarkincludesnotjustthebrandmark,asmanypeoplebelieve,butalsothebrandLanhamActof1946permitsfirmstoregistertrademarkswiththefederalgovernmenttoprotectthemfromuseormisusebyTrademarkLawRevisionAct,whichtookeffectin1989,istendedtostrengthenthetheregistrationsystemtothebenefitof.Firms. Forsellers,brandscanbeareeasilyrecognizedwhendisplayedinastoreorincludedinreducespricebrandsareanotherfactorthatneedstobeconsideredinparingdifferentproducts,brandingreducesthelikelihoodofpurchasedecisionbasedsolelyonreputationofabrandalsoinfluencescustomerloyaltyamongbuyersofservices as well as customer ,br
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