CH10Crafting-the-Brand-Positioning(市场营销-科特勒-英文版)

MARKETINGMANAGEMENT12thedition10CraftingtheBrandPositioningKotlerKeller10-2ChapterQuestionsHowcanafirmchooseandcommunicateaneffectivepositioninginthemarket?Howarebrandsdifferentiated?Whatmarketingstrategiesareappropriateateachstageoftheproductlifecycle?Whataretheimplicationsofmarketevolutionformarketingstrategies?10-3MarketingStrategySegmentationTargetingPositioning10-4PositioningActofdesigningthecompany’sofferingandimagetooccupyadistinctiveplaceinthemindofthetargetmarket.10-5ValuePropositionsPerdueChickenMoretendergoldenchickenatamoderatepremiumpriceDomino’sAgoodhotpizza,deliveredtoyourdoorwithin30minutesofordering,atamoderateprice10-6WritingaPositioningStatementMountainDew:Toyoung,activesoft-drinkconsumerswhohavelittletimeforsleep,MountainDewisthesoftdrinkthatgivesyoumoreenergythananyotherbrandbecauseithasthehighestlevelofcaffeine.10-7DefiningAssociationsPoints-of-difference(PODs)Attributesorbenefitsconsumersstronglyassociatewithabrand,positivelyevaluate,andbelievetheycouldnotfindtothesameextentwithacompetitivebrandPoints-of-parity(POPs)Associationsthatarenotnecessarilyuniquetothebrandbutmaybesharedwithotherbrands10-8ConveyingCategoryMembershipAnnouncingcategorybenefitsComparingtoexemplarsRelyingontheproductdescriptor10-9ConsumerDesirabilityCriteriaforPODsRelevanceDistinctivenessBelievability10-10DeliverabilityCriteriaforPODsFeasibilityCommunicabilitySustainability10-11ExamplesofNegativelyCorrelatedAttributesandBenefitsLow-pricevs.HighqualityTastevs.LowcaloriesNutritiousvs.GoodtastingEfficaciousvs.MildPowerfulvs.SafeStrongvs.RefinedUbiquitousvs.ExclusiveVariedvs.Simple10-12AddressingNegativelyCorrelatedPODsandPOPsPresentseparatelyLeverageequityofanotherentityRedefinetherelationship10-13DifferentiationStrategiesProductPersonnelChannelImage10-14ProductDifferentiationProductformFeaturesPerformanceConformanceDurabilityReliabilityReparabilityStyleDesignOrderingeaseDeliveryInstallationCustomertrainingCustomerconsultingMaintenance10-15IdentityandImageIdentity:ThewayacompanyaimstoidentifyorpositionitselfImage:Thewaythepublicperceivesthecompanyoritsproducts10-16ProductLifeCycleIntroductionGrowthMaturityDecline10-17FactsaboutLifeCyclesProductshavealimitedlife.Productsalespassthroughdistinctstages.Profitsriseandfallatdifferentstages.Productsrequiredifferentmarketing,financial,manufacturing,purchasing,andhumanresourcestrategiesineachstage.10-18MarketingProgramModificationsPricesDistributionAdvertisingSalespromotionServices10-19MarketEvolutionStagesEmergenceGrowthMaturityDecline10-20EmergingMarketsLatentSingle-nicheMultiple-nicheMass-market