科特勒营销管理下载_Marketing_Management10

ObjectivesIdentifyDifferentiatingAttributesChoosing&CommunicatingEffectivePositioningMarketingStrategiesAlongtheProductLifeCycleMarketingStrategy&MarketEvolutionProductDifferentiationFormFea-turesPerfor-manceQualityConform-anceQualityDura-bilityRelia-bilityRepair-abilityStyleDesignDeliveryServicesDifferentiationOrderingEaseMaintenance&RepairCustomerTrainingInstallationCustomerConsultingMiscellaneousServicesDifferentiationPersonnelChannelMediaAtmosphereSymbolsEventsImageDifferentiationDifferencesWorthEstablishingAffordableSuperiorProfitablePreemptiveDistinctiveImportantPositioningistheactofdesigningthecompany’sofferingandimagetooccupyadistinctiveplaceinthethetargetmarket’smind.P298Sales&ProfitLifeCyclesIntroductionGrowthMaturityDeclineTimeSales&profits($)FourIntroductoryMarketingStrategiesRapid-skimmingstrategyRapid-penetrationstrategySlow-penetrationstrategySlow-skimmingstrategyPriceLowHighPromotionHighLowMaturityStageMarketModificationProductModificationMarketing-MixModificationDeclineStageDecreaseinvestmentResolveuncertainties-stableinvestmentSelectivenichesHarvestingDivestingMarketEvolutionEmergenceGrowthMaturityDecline