定位与分析市场生命周期

©2000PrenticeHallObjectivesIdentifyDifferentiatingAttributesChoosing&CommunicatingEffectivePositioningMarketingStrategiesAlongtheProductLifeCycleMarketingStrategy&MarketEvolution©2000PrenticeHallProductDifferentiationFormFea-turesPerfor-manceQualityConform-anceQualityDura-bilityRelia-bilityRepair-abilityStyleDesign©2000PrenticeHallDeliveryServicesDifferentiationOrderingEaseMaintenance&RepairCustomerTrainingInstallationCustomerConsultingMiscellaneousServices©2000PrenticeHallDifferentiationPersonnelChannel©2000PrenticeHallMediaAtmosphereSymbolsEventsImageDifferentiation©2000PrenticeHallDifferencesWorthEstablishingAffordableSuperiorProfitablePreemptiveDistinctiveImportant©2000PrenticeHallPositioningistheactofdesigningthecompany’sofferingandimagetooccupyadistinctiveplaceinthethetargetmarket’smind.P298©2000PrenticeHallSales&ProfitLifeCyclesIntroductionGrowthMaturityDeclineTimeSales&profits($)©2000PrenticeHallFourIntroductoryMarketingStrategiesRapid-skimmingstrategyRapid-penetrationstrategySlow-penetrationstrategySlow-skimmingstrategyPriceLowHighPromotionHighLow©2000PrenticeHallMaturityStageMarketModificationProductModificationMarketing-MixModification©2000PrenticeHallDeclineStageDecreaseinvestmentResolveuncertainties-stableinvestmentSelectivenichesHarvestingDivesting©2000PrenticeHallMarketEvolutionEmergenceGrowthMaturityDecline