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

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

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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