菲利普.科特勒的“市场营销”讲义（10）英文.pptx

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1、2000 Prentice HallObjectivesObjectivesIdentify Differentiating AttributesChoosing&Communicating Effective PositioningMarketing Strategies Along the Product Life CycleMarketing Strategy&Market Evolution2000 Prentice HallProduct DifferentiationProduct DifferentiationFormFea-turesPerfor-manceQualityCon

2、form-anceQualityDura-bilityRelia-bilityRepair-abilityStyleDesign2000 Prentice HallDeliveryServices DifferentiationServices DifferentiationOrderingEaseMaintenance&RepairCustomerTrainingInstallationCustomerConsultingMiscellaneousServices2000 Prentice HallDifferentiationDifferentiationPersonnelChannel2

3、000 Prentice HallMediaAtmosphereSymbolsEventsImage DifferentiationImage Differentiation2000 Prentice HallDifferences WorthEstablishingAffordableSuperiorProfitablePreemptiveDistinctiveImportant2000 Prentice HallPositioning is the act of designing the companys offering and image to occupy a distinctiv

4、e place in the the target markets mind.P 298 P 2982000 Prentice HallSales&Profit Life CyclesSales&Profit Life CyclesIntroductionIntroductionGrowthGrowthMaturityMaturityDeclineDeclineTimeSales&profits($)2000 Prentice HallFour IntroductoryFour IntroductoryMarketing StrategiesMarketing StrategiesRapid-

5、Rapid-skimmingskimmingstrategystrategyRapid-Rapid-penetrationpenetrationstrategystrategySlow-Slow-penetrationpenetrationstrategystrategySlow-Slow-skimmingskimmingstrategystrategyPriceLowLowHighHighPromotionHighHighLowLow2000 Prentice HallMaturity StageMaturity StageMarket ModificationProduct ModificationMarketing-Mix Modification2000 Prentice HallDecline StageDecline StageDecrease investmentResolve uncertainties-stable investmentSelective nichesHarvestingDivesting2000 Prentice HallMarket EvolutionMarket EvolutionEmergenceGrowthMaturityDecline