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MARKETING MANAGEMENT

MARKETING MANAGEMENT. 10 Crafting the Brand Positioning. Chapter Questions. How are brands differentiated? How can a firm choose and communicate an effective positioning in the market? What are the implications of market evolution for marketing strategies?. Marketing Strategy.

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MARKETING MANAGEMENT

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  1. MARKETING MANAGEMENT 10 Crafting the Brand Positioning

  2. Chapter Questions • How are brands differentiated? • How can a firm choose and communicate an effective positioning in the market? • What are the implications of market evolution for marketing strategies?

  3. Marketing Strategy Segmentation Targeting Positioning

  4. Positioning Designing the company’s offering and image for a distinctive place in the mind of the target market.

  5. Cigarettes Cigarettes

  6. Positions? • Pizza places? • Bars? • Grocery stores?

  7. Positioning

  8. A Positioning Statement To young, active soft-drink consumers with little time for sleep, Mountain Dew is the soft drink that gives you energy because it has the most caffeine.

  9. Points-of-parity (POPs) Points-of-difference (PODs) Defining Associations

  10. Consumer Desirability Criteria Relevance Distinctiveness Believability

  11. Deliverability Criteria for PODs Feasibility Communicability Sustainability

  12. Low-price vs. High quality Taste vs. Low calories Nutritious vs. Good tasting Efficacious vs. Mild Powerful vs. Safe Strong vs. Refined Ubiquitous vs. Exclusive Varied vs. Simple Examples of Negatively Correlated Attributes and Benefits

  13. Addressing negatively correlated PODs and POPs • Present separately • Leverage equity of another entity • Redefine the relationship

  14. Image Differentiation

  15. Product Life Cycle

  16. Theories about Life Cycles • Products have a limited life. • Product sales pass through distinct stages. • Profits rise and fall at different stages. • Products require different marketing, financial, manufacturing, purchasing, and human resource strategies in each stage.

  17. Product in Decline

  18. Market Evolution Stages Emergence Growth Maturity Decline

  19. Maturity Strategies

  20. Activity • Do brands have finite lives? Take a position: • Brands can last forever. 2. Brands will eventually be obsolete.

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