定位與市場生命周期

Chapter10PositioningandDifferentiatingMarketOfferingsMarketingManagementTenthEditionObjectivesIdentifyDifferentiatingAttributesChoosing&CommunicatingEffectivePositioningMarketingStrategiesAlongtheProductLifeCycleMarketingStrategy&MarketEvolutionTheBCGCompetitive

AdvantageMatrixVolumeFragmentedStalematedSpecializedSizeoftheAdvantageSmallLargeNumberofApproachestoAchieveAdvantageFewManyProductDifferentiationFormFea-turesPerfor-manceQualityConform-anceQualityDura-bilityRelia-bilityRepair-abilityStyleDesignDeliveryServicesDifferentiationOrderingEaseMaintenance&RepairCustomerTrainingInstallationCustomerConsultingMiscellaneousServicesDifferentiationPersonnelChannelMediaAtmosphereSymbolsEventsImageDifferentiationDifferencesWorthEstablishingAffordableSuperiorProfitablePreemptiveDistinctiveImportantPositioningistheactofdesigningthecompany’sofferingandimagetooccupyadistinctiveplaceinthethetargetmarket’smind.P298PerceptualMap0.20.40.60.81.01.21.41.6-1.6-1.4-1.2-1.0-0.8-0.6-0.4-0.21.00.80.60.40.2-0.2-0.4-0.6-0.8MagicMountainJapaneseDeerParkBuschGardensKnott’sBerryFarmLionCountrySafariMarinelandofthePacificDisneylandEconomicalFunridesExerciseFantasyGoodfoodEasytoreachEducational,animalsLittlewaitingLiveshowsSales&ProfitLifeCyclesIntroductionGrowthMaturityDeclineTimeSales&profits($)FourIntroductory

MarketingStrategiesRapid-skimmingstrategyRapid-penetrationstrategySlow-penetrationstrategySlow-skimmingstrategyPriceLowHighPromotionHighLowMaturityStageMarketModificationProductModificationMarketing-MixModificationDeclineStageDecreaseinvestmentResolveuncertainties-stableinvestmentSelectivenichesHarvestingDivestingMarketEvolutionEmergenceGrowthMaturityDeclineMarket-FragmentationandMarket-ConsolidationStrategies(a)Market-fragmentationstageMCJXYZKFGLDEABH(b)Market-consolidationstageXMCABDEFGJKLYZHReviewIdentifyDifferentiatingAttributesChoosing&CommunicatingEffectivePositioningMarketingStrategiesAlongtheProductLifeCycleMarketingStrategy&MarketEvolution9、靜靜夜夜四四無無鄰鄰，，荒荒居居舊舊業(yè)業(yè)貧貧。。。。12月月-2212月月-22Saturday,December31,202210、雨中黃葉樹樹，燈下白頭頭人。。06:10:4906:10:4906:1012/31/20226:10:49AM11、以我我獨(dú)沈沈久，，愧君君相見見頻。。。12月月-2206:10:4906:10Dec-2231-Dec-2212、故人江海海別，幾度度隔山川。。。06:10:4906:10:4906:10Saturday,December31,202213、乍見翻翻疑夢，，相悲各各問年。。。12月-2212月-2206:10:4906:10:49December31,202214、他鄉(xiāng)生白白發(fā)，舊國國見青山。。。31十二二月20226:10:49上上午06:10:4912月-2215、比比不不了了得得就就不不比比，，得得不不到到的的就就不不要要。。。。。十二二月月226:10上上午午12月月-2206:10December31,202216、行行動動出出成成果果，，工工作作出出財財富富。。。。2022/12/316:10:4906:10:4931December202217、做前，，能夠環(huán)環(huán)視四周周；做時時，你只只能或者者最好沿沿著以腳腳為起點(diǎn)點(diǎn)的射線線向前。。。6:10:49上午午6:10上午午06:10:4912月-229、沒有有失敗敗，只只有暫暫時停停止成成功！！。12月月-2212月月-22Saturday,December31,202210、很多事情情努力了未未必有結(jié)果果，但是不不努力卻什什么改變也也沒有。。。06:10:4906:10:4906:1012/31/20226:10:49AM11、成功就是日日復(fù)一日那一一點(diǎn)點(diǎn)小小努努力的積累。。。12月-2206:10:4906:10Dec-2231-Dec-2212、世間成事，，不求其絕對對圓滿，留一一份不足，可可得無限完美美。。06:10:4906:10:4906:10Saturday,December31,202213、不不知知香香積積寺寺，，數(shù)數(shù)里里入入云云峰峰。。。。12月月-2212月月-2206:10:4906:10:49December31,202214、意志志堅(jiān)強(qiáng)強(qiáng)的人人能把把世界界放在在手中中像泥泥塊一一樣任任意揉揉捏。。31十十二二月20226:10:49上上午06:10:4912月月-2215、楚塞三三湘接，，荊門九九派通。。。。十二月226:10上午午12月-2206:10December31,202216、少年十十五二十十時，步步行奪得得胡馬騎騎。。2022/12/316:10:4906:10:4931December202217、空山山新雨雨后，，天氣氣晚來來秋。。。6:10:49上上午6:10上上午午06:10:4912月月-229、楊柳散散和風(fēng)，，青山澹澹吾慮。。。12月-2212月-22Saturday,December31,202210、閱讀一一切好書書如同和和過去最最杰出的的人談話話。06:10:4906:10:4906:1012/31/20226:10:49AM11、越是沒有有本領(lǐng)的就就越加自命命不凡。12月-2206:10:4906:10Dec-2231-Dec-2212、越越是是無無能能的的人人，，越越喜喜歡歡挑挑剔剔別別人人的的錯錯兒兒。。06:10:4906:10:4906:10Saturday,December31,202213、知人人者智智，自自知者者明。。勝人人者有有力，，自勝勝者強(qiáng)強(qiáng)。12月月-2212月月-2206:10:4906:10:49December31,202214、意志堅(jiān)堅(jiān)強(qiáng)的人人能把世世界放在在手中像像泥塊一一樣任意意揉捏。。31十十二月20226:10:49上午午06:10:4912月-2215、最具挑戰(zhàn)戰(zhàn)性的挑戰(zhàn)戰(zhàn)莫過于提提升自我。。。十二月226:10上上午12月-2206:10December31,202216、業(yè)余生活活要有意義義，不要越越軌。2022/12/316:10:4906:10:4931December202217、一個人即即使已登上上頂峰，