- 1、本文档共13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)。
查看更多
Positioning The place the product occupies in consumers’ minds relative to competing products Positioning Marketing Mix Objectives Positioning Marketing Strategy Target Market Selection Situation Analysis Research Results Target Market 1 Target Market 2 Target Market 3 Positioning Objectives Marketing Mix Positioning Objectives Marketing Mix Marketing Plan Example of an organization with three target markets Marketing Plan Development Process Positioning map of service level versus price. Source: Lovelock, Services Marketing, Prentice Hall Perceptual Map Documenting What benefits are the most important to your current and potential customers? (Determine the present position) Deciding What image do you want your current and potential customers to have of your organization? Differentiation Which competitors do you want to appear different from, and what are the factors that you will use to make your organization different from them? The 5 Ds of Positioning Designing How will you develop and communicate these differences? Delivering How will you make good on what you’ve promised, and how do you make sure that you have “delivered?” The 5 Ds of Positioning 1) Positioning by specific attributes Positioning by products World’s first ……. World’s tallest….. Positioning by benefits (Domino Pizza) Positioning for user category Positioning Strategies The Poseidon Undersea Resort - Fiji 1) Positioning by specific attributes Positioning by products World’s first ……. World’s tallest….. Positioning by benefits (Domino Pizza) Positioning for user category Positioning Strategies 2) 2) Positioning against another competitors ( against product form category competitors) - in the “Burger Wars” Wendy’s ran its “where is the beef?” campaign against McDonald’s and Burger King Positioning Strategies Wheres the Beef? How many differences :The marketers need to avoid major positioning errors - underpositioning (too
您可能关注的文档
- 现代公共关系 第1章 导论.ppt
- 现代过程装备与控制工程Modern Process Equipment and Control Engineering.ppt
- 仙佛慈語:光明的智慧.ppt
- 细胞生理学原理第6章 细胞的组构.ppt
- 细胞生理学原理 第14章 平滑肌.ppt
- 细胞生理学原理 第13章 心肌.ppt
- 细胞生理学原理 第15章 循环、血液、生理止血的概述.ppt
- 细胞生理学原理 第12章 骨骼肌.ppt
- 细胞生理学原理 第11章 神经系统的高级功能.ppt
- 细胞生理学原理 第10章 自主神经系统及其控制.ppt
- 护理学相关知识复习测试卷共三套.doc
- 护理学相关知识复习试题含答案(3套).doc
- 2025届高考语文复习:补写句子 课件.pptx
- 气压带和风带对气候的影响(第1课时)(教学设计).docx
- 气压带和风带对气候影响教学设计2024-2025学年高中地理人教版(2019)选择性必修1.docx
- 《故都的秋》课件 2024-2025学年统编版高中语文必修上册.pptx
- 《屈原列传》课件 2024-2025学年统编版高中语文选择性必修中册.pptx
- 《巫溪家乡文化》课件-2024-2025学年高一语文同步备课课件(统编版必修上册).pptx
- 《苏武传》课件 2023-2024学年统编版高中语文选择性必修中册.pptx
- 郑州中控ZKTime8.3 WEB考勤软件培训文档.pptx
文档评论(0)