USP独特的营销理念__国际营销ppt

Whatisdifferentiation?,Differentiationistheactofdesigningasetofmeaningfuldifferencestodistinguishthecompanysofferingfromcompetitorsofferings.,Fivedimensionsofproductdifferentiation:ProductServicesPersonnelChannelImage,Productdifferentiation,Form(size,shape,color,physicalstructure)FeaturesperformanceDurability(operatinglife)Reliability(notmalfunctionorfailwithinsomeperiod)StyleDesignQuality(customerloyalty,positivewordofmouth),Servicedifferentiation,Orderingease(howeasytoplaceanorder)Delivery(howwelltheproductisdelivered)Installation(makeaproductoperational)Customertraining(traintheemployees)Customerconsulting(informationordata)Maintenanceandrepair(after-saleservice),Personneldifferentiation,Competence(requiredskillsandknowledge)Courtesy(friendly,respectful,considerate)Credibility(trustworthy)Reliability(performtheserviceconsistentlyandaccurately)Responsiveness(respondquickly)Communication(understandandcommunicateclearly),Channeldifferentiation,Coverage(dealersinmorelocations)Expertise(bettertrained)Performance(performmorereliably),Imagedifferentiation,Symbols,colors,slogansBrandcontracts,Positioning,Positioningistheactofdesigningthecompanysofferingandimagetooccupyadistinctiveplaceinthetargetmarketsmind.(设计企业的产品和形象，使之在目标客户的心目中占据独特的位置),Lenovo-thelargestPCmanufacturerinChinaCoca-Cola-theworldslargestsoft-drinkcompanyPorscheoneoftheworldsbestsportscars.,Positioning,Positioningstrategies(Page89),AttributepositioningBenefitpositioningUse/applicationpositioningUserpositioningCompetitorpositioningProductcategorypositioningQualityorpricepositioning,Uniquesellingpreposition(USP),(独特的销售主张)Eachbrandshouldselecta“numberone”attributeBestq