Customer-Driven Marketing Strategy Creating Value for Target Customers参考.ppt

Customer-Driven Marketing Strategy Creating Value for Target Customers参考.ppt

  1. 1、本文档共35页,可阅读全部内容。
  2. 2、有哪些信誉好的足球投注网站(book118)网站文档一经付费(服务费),不意味着购买了该文档的版权,仅供个人/单位学习、研究之用,不得用于商业用途,未经授权,严禁复制、发行、汇编、翻译或者网络传播等,侵权必究。
  3. 3、本站所有内容均由合作方或网友上传,本站不对文档的完整性、权威性及其观点立场正确性做任何保证或承诺!文档内容仅供研究参考,付费前请自行鉴别。如您付费,意味着您自己接受本站规则且自行承担风险,本站不退款、不进行额外附加服务;查看《如何避免下载的几个坑》。如果您已付费下载过本站文档,您可以点击 这里二次下载
  4. 4、如文档侵犯商业秘密、侵犯著作权、侵犯人身权等,请点击“版权申诉”(推荐),也可以打举报电话:400-050-0827(电话支持时间:9:00-18:30)。
查看更多
Customer-Driven Marketing Strategy Creating Value for Target Customers参考

Positioning maps show consumer perceptions of their brands versus competing products on important buying dimensions Differentiation and Positioning Differentiation and Positioning Identifying a set of possible competitive advantages to build a position Choosing the right competitive advantages Selecting an overall positioning strategy Developing a positioning statement Choosing a Differentiation and Positioning Strategy Differentiation and Positioning Competitive advantage is an advantage over competitors gained by offering consumers greater value, either through lower prices or by providing more benefits that justify higher prices Identifying Possible Value Differences and Competitive Advantages Differentiation and Positioning Identifying a set of possible competitive advantages to build a position by providing superior value from: Choosing a Differentiation and Positioning Strategy Differentiation and Positioning Difference to promote should be: Choosing the Right Competitive Advantage Differentiation and Positioning Value proposition is the full mix of benefits upon which a brand is positioned Selecting an Overall Positioning Strategy Differentiation and Positioning To (target segment and need) our (brand) is (concept) that (point of difference) Developing a Positioning Statement Choosing the positioning is often easier than implementing the position. Communication and Delivering the Chosen Position All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America. Copyright ? 2010 Pearson Education, Inc. ? Publishing as Prentice Hall * * * * * * * * * * Chapter 7- slide * Copyright ? 2010 Pearson Education, Inc. ? Publishing as Prentice Hall Chapter 7- slide * Copyright ? 2009 Pearson Education, Inc. ? Publishing

文档评论(0)

2017meng + 关注
实名认证
内容提供者

该用户很懒,什么也没介绍

1亿VIP精品文档

相关文档