120 likes | 279 Views
Objectives. Identify Differentiating Attributes Choosing & Communicating Effective Positioning Marketing Strategies Along the Product Life Cycle Marketing Strategy & Market Evolution. Product Differentiation. Form. Fea- tures. Perfor- mance. Quality. Conform- ance Quality. Dura-
E N D
Objectives • Identify Differentiating Attributes • Choosing & Communicating Effective Positioning • Marketing Strategies Along the Product Life Cycle • Marketing Strategy & Market Evolution
Product Differentiation Form Fea- tures Perfor- mance Quality Conform- ance Quality Dura- bility Relia- bility Repair- ability Style Design
Miscellaneous Services Services Differentiation Ordering Ease Installation Customer Consulting Delivery Customer Training Maintenance & Repair
Differentiation • Personnel • Channel
Image Differentiation Media Symbols Atmosphere Events
Important Profitable Distinctive Differences Worth Establishing Affordable Superior Preemptive
Positioning is the act of designing the company’s offering and image to occupy a distinctive place in the the target market’s mind. P 298
Sales & profits ($) Introduction Growth Maturity Decline Time Sales & Profit Life Cycles
Promotion High Low High Price Low Four IntroductoryMarketing Strategies Rapid- skimming strategy Slow- skimming strategy Rapid- penetration strategy Slow- penetration strategy
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