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1、Chapter 5CustomerCustomer-Driven Marketing Strategy:Driven Marketing Strategy:Market PositioningMarket PositioningQ Q1 1:What is the product position:What is the product position?Products PositionProducts PositionThe way the product is defined by consumers on important attributes The place the produ
2、ct occupies in consumers minds relative to competing products.Ford Focus and Toyota Echo are positioned on economyFord Focus and Toyota Echo are positioned on economyMercedes and Cadillac are positioned on luxuryMercedes and Cadillac are positioned on luxuryPorsche and BMW are positioned on performa
3、ncePorsche and BMW are positioned on performanceVolvo positions on safetyVolvo positions on safetyProducts PositionProducts PositionThe complex set of perceptions,impressions,and feelings that consumers have for the product compared with other competing products.Why should I buy your product or bran
4、d?Differentiation and PositioningPositioning maps show consumer perceptions of marketers brands versus competing products on important buying dimensions.Q Q2 2:How to choose a positioning strategy:How to choose a positioning strategy?Choosing a Positioning StrategyChoosing a Positioning StrategyIden
5、tifying a set of possible competitive advantages to build a positionChoosing the right competitive advantagesSelecting an overall positioning strategyCommunicating and delivering the chosen position to the marketQ Q3 3:How to gain competitive advantages:How to gain competitive advantages?Competitive
6、 AdvantageAn advantage over competitors gained by offering consumers greater value,either through lower prices or by providing more benefits that justify higher prices.Identifying Possible Competitive Identifying Possible Competitive AdvantagesAdvantagesProductDifferentiationServicesDifferentiationC
7、hannelsDifferentiationPeopleDifferentiationImageDifferentiationProduct DifferentiationProduct Differentiation Features Quality Price Performance Design Style Consistency Durability Reliability ReparabilityService DifferentiationService Differentiation Speedy Convenient Delivery Installation Customer
8、 Training Consulting servicesChannels DifferentiationChannels DifferentiationPeople People DifferentiationDifferentiationImage DifferentiationImage DifferentiationChoosing the Right Competitive AdvantagesHow many Differences to promote?Unique selling proposition(USP)Choosing the Right Competitive Ad
9、vantagesWhich differences to promote?Q Q4 4:How to select an overall positioning:How to select an overall positioning strategystrategy?Choosing a Positioning StrategyChoosing a Positioning StrategyValue proposition is the full mix of benefits upon which a brand is positioned.Communicating and Delivering the chosen PositionChoosing the positioning is often easier than implementing the positionEstablishing a position or changing one usually takes a long timeMaintaining the position requires consistent performance and communication.THE END