Positioning and Differentiating Market Offerings over the Life Cycle参考.ppt

下载文档 降价啦

8
0
约4.76千字
约 30页
2018-03-15 发布于贵州
举报
版权申诉
保障服务

Positioning and Differentiating Market Offerings over the Life Cycle参考.ppt

1、本文档共30页，可阅读全部内容。
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、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、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)。

Positioning and Differentiating Market Offerings over the Life Cycle参考

Objectives Identify Differentiating Attributes Choosing Communicating Effective Positioning Marketing Strategies Along the Product Life Cycle Marketing Strategy Market Evolution The BCG CompetitiveAdvantage Matrix Product Differentiation Services Differentiation Differentiation Personnel Channel Image Differentiation Perceptual Map Sales Profit Life Cycles Four IntroductoryMarketing Strategies Maturity Stage Market Modification Product Modification Marketing-Mix Modification Decline Stage Decrease investment Resolve uncertainties - stable investment Selective niches Harvesting Divesting Market Evolution Emergence Growth Maturity Decline Market-Fragmentation andMarket-Consolidation Strategies Review Identify Differentiating Attributes Choosing Communicating Effective Positioning Marketing Strategies Along the Product Life Cycle Marketing Strategy Market Evolution Objectives Challenges in New Product Development (NPD) Organizational Structure NPD Stages Management of NPD Diffusion Adoption of New Products Why New Products Fail “Over Championing” Overestimated Demand Poor Design Poor Marketing Execution High Development Costs Strong Competitive Reaction Challenges in NPD Idea Shortage Fragmented Markets Social Governmental Constraints Cost Capital Shortage Need for Speed Shorter Product Life Cycles New Product Development Process Probability of Success Concept Development Testing Product Brand Positioning Conjoint Analysis Consumer-Goods Market Testing Commercialization Adopter Categorization of the Basis of Relative Time of Adoption of Innovations Characteristics of the Innovation Rate of Adoption Relative advantage Compatibility Complexity Divisibility Communicability * ?2000 Prentice Hall * Volume Fragmented Stalemated Specialized Size of the Advantage Small Large Number of Approaches to Achieve Advantage Few Many Form Fea- tures Perfor- mance Quality Conform- ance Quality Dura- bility Relia- bility Repair- ability Style Design Delivery Ordering Eas