Crafting The Brand Positioning Made By:Anita Arif. Crafting the Brand Positioning. Marketing Management, 13th ed. Chapter Questions What are the implications of market evolution for marketing strategies?. Chapter 9 – Crafting the Brand Positioning – Free download as PDF File .pdf), Text File .txt) or read online MKTG MGMT – Kotler & Keller – Ch. 6, 7, 8, 11,
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To make this website work, we log user data and share it with processors. Products require different strategies in powitioning stage. Registration Forgot your password?
Competitive frame of reference A competitive frame of reference can be determined by the following ways — By determining category membership The products or sets of products with which a brand competes and which function as close substitutes. Product Differentiation Most competitive advantages lasts only a short time. About project SlidePlayer Terms of Service.
What sort or Price increase? We think you have liked this presentation. Auth with social network: These types of associations come in two basic forms — Category points-of-parity Competitive points-of-parity. We think you craffting liked this presentation.
Crafting the Brand Positioning – ppt download
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Know the stages of the. Product sales pass through distinct stages, each posing different challenges, opportunities and problems to the seller.
Product modification Quality improvement Feature improvement Style improvement 3.
What are the implications of market evolution for marketing strategies? Share buttons are pksitioning little bit lower. Auth with social network: Product Differentiation Most competitive advantages lasts only a short time. Marketing program modification 2.
Introduction stage Characteristics- Low sales High costs Negative profits Customers — innovators Few Competitors Marketing objectives- Create product awareness and trial.
CHAPTER 10 CRAFTING THE BRAND POSITIONING – ppt download
Learn the steps in the new-product development process. Better poitioning personnel exhibit six characteristics – Competence Courtesy Credibility Reliability Responsiveness Communication. Profits rise and fall at different stages of PLC.
Products have a limited life. Companies therefore constantly need to think up new. If you wish to download it, please recommend it to your friends in any social system. Producer positiioning advantage such as economies of scale, technological leadership, patents, and ownership of scarce assets.
Positiohing buttons are a little bit lower. To make this website work, we log user data and share it with processors. Growth-slump- maturity pattern b. My presentations Profile Feedback Log out. Companies therefore constantly need to think up new. By identifying target markets and competition. My presentations Profile Feedback Log out.
Publishing as Prentice Hall. Personnel differentiation Companies can gain a strong competitive advantage through having better trained people.
Objectives Understand how companies find and develop new-product ideas.
Copyright positionjng, Prentice-Hall, Inc.
Crafting the Brand Positioning
Published by Barbra Montgomery Modified over 3 years ago. Quality can be communicated by actual product performance, physical signs and cues, high craftinf, packaging, distribution, and promotion. Marketing program modification Modifying other marketing program elements such as – — Prices — Sales promotion — Distribution — Personal selling — Advertising — Services. What marketing strategies are appropriate at each stage of the product life cycle?
Maturity stage Characteristics Peak sales Low costs High profits Customers — Middle majority Stable number of competitors beginning to decline Marketing objectives Maximize profit while defending market share.