Alternative Value Propositions参考.ppt

? Copyright 2010 John Wiley Sons Ltd Strategic Market Management Global Perspectives David A. Aaker and Damien McLoughlin ISBN: 978-0-470-68975-2 /college/aaker ? Copyright 2010 John Wiley Sons Ltd * Chapter Eight Alternative Value Propositions ? Copyright 2010 John Wiley Sons Ltd Finding new ways, more clever ways, to interrupt people doesn’t work. Seth Godin ? Copyright 2010 John Wiley Sons Ltd You’ve got to look for a gap where competitors in a market are lazy and have lost contact with the readers or the viewers. Rupert Murdoch ? Copyright 2010 John Wiley Sons Ltd “You can’t depend on your eyes when your imagination is out of focus.” Mark Twain ? Copyright 2010 John Wiley Sons Ltd Business Strategy Challenges Is there a real customer value proposition? Is there a perceived customer value proposition? Is the value proposition relevant to customers? Is the value proposition a point of difference that is sustainable? Is the strategy feasible? ? Copyright 2010 John Wiley Sons Ltd Chapter 8 - Alternative Value Propositions PPT 8-* Strategic Options Value Propositions Figure 8.1 Being Global Emotional/ Self-Expressive Benefits Brand Familiarity Quality Value Niche Specialist Customer Intimacy Corporate Social Programs Systems Solutions Attribute/ Benefit Design ? Copyright 2010 John Wiley Sons Ltd Chapter 8 - Alternative Value Propositions PPT 8-* Niche Specialist Concentrating Resources and Energy Competing With Limited Resources Support a Strategic Position ? Copyright 2010 John Wiley Sons Ltd Chapter 8 - Alternative Value Propositions PPT 8-* Product Quality Dimensions Performance Conformance to specifications Features Customer support Process quality Aesthetic design Figure 8.3 ? Copyright 2010 John Wiley Sons Ltd Chapter 8 - Alternative Value Propositions PPT 8-* Signals of High Quality High quality needs to be communicated-quality dimensions Communication by signals-attributes Signals: Tomato Juice—thickness. Cars—sound of door closing. Broa