国外商学院原版教材（英文版）10(PPT 17).ppt

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1、Chapter10PositioningandDifferentiatingMarketOfferingsovertheLifeCycleMarketingManagementTenthEditionPhilipKotlerObjectivesIdentifyDifferentiatingAttributesChoosing&CommunicatingEffectivePositioningMarketingStrategiesAlongtheProductLifeCycleMarketingStrategy

2、&MarketEvolutionTheBCGCompetitiveAdvantageMatrixVolumeFragmentedStalematedSpecializedSizeoftheAdvantageSmallLargeNumberofApproachestoAchieveAdvantageFewManyProductDifferentiationFormFea-turesPerfor-manceQualityConform-anceQualityDura-bilityRelia-bilityRepa

3、ir-abilityStyleDesignDeliveryServicesDifferentiationOrderingEaseMaintenance&RepairCustomerTrainingInstallationCustomerConsultingMiscellaneousServicesDifferentiationPersonnelChannelMediaAtmosphereSymbolsEventsImageDifferentiationDifferencesWorthEstablishingA

4、ffordableSuperiorProfitablePreemptiveDistinctiveImportantPositioningistheactofdesigningthecompany’sofferingandimagetooccupyadistinctiveplaceinthethetargetmarket’smind.P298PerceptualMap0.20.40.60.81.01.21.41.6-1.6-1.4-1.2-1.0-0.8-0.6-0.4-0.21.00.80.60.40.2-0

5、.2-0.4-0.6-0.8MagicMountainJapaneseDeerParkBuschGardensKnott’sBerryFarmLionCountrySafariMarinelandofthePacificDisneylandEconomicalFunridesExerciseFantasyGoodfoodEasytoreachEducational,animalsLittlewaitingLiveshowsSales&ProfitLifeCyclesIntroductionGrowthMatu

6、rityDeclineTimeSales&profits($)FourIntroductoryMarketingStrategiesRapid-skimmingstrategyRapid-penetrationstrategySlow-penetrationstrategySlow-skimmingstrategyPriceLowHighPromotionHighLowMaturityStageMarketModificationProductModificationMarketing-MixModific

7、ationDeclineStageDecreaseinvestmentResolveuncertainties-stableinvestmentSelectivenichesHarvestingDivestingMarketEvolutionEmergenceGrowthMaturityDeclineMarket-FragmentationandMarket-ConsolidationStrategies(a)Market-fragmentationstageMCJXYZKFGLDEABH(b)Market

8、-consolidationstageXMCABDEFGJKLYZHReviewIdentifyDifferentiatingAttributesChoosing&CommunicatingEffectivePositioningMarketingStrategiesAlongtheProductLifeCycleMarketingStrategy&MarketEvolution