5、在产品生命周期中定位和差异化市场供应品

1、Copyright 2003 Prentice-Hall, Inc.1Copyright 2003 Prentice-Hall, Inc.科特勒论营销科特勒论营销 2Copyright 2003 Prentice-Hall, Inc.本章目标本章目标3Copyright 2003 Prentice-Hall, Inc.第一节第一节 开发和传播定位战略开发和传播定位战略4Copyright 2003 Prentice-Hall, Inc.5Copyright 2003 Prentice-Hall, Inc.6Copyright 2003 Prentice-Hall, Inc.开发和传播定位战略开

2、发和传播定位战略7Copyright 2003 Prentice-Hall, Inc.开发和传播定位战略开发和传播定位战略8Copyright 2003 Prentice-Hall, Inc.开发和传播定位战略开发和传播定位战略9Copyright 2003 Prentice-Hall, Inc.表表11.2: 竞争优势选择方法竞争优势选择方法10Copyright 2003 Prentice-Hall, Inc.11Copyright 2003 Prentice-Hall, Inc.增加有深度的差异化增加有深度的差异化12Copyright 2003 Prentice-Hall, Inc.增

3、加有深度的差异化增加有深度的差异化13Copyright 2003 Prentice-Hall, Inc.增加有深度的差异化增加有深度的差异化14Copyright 2003 Prentice-Hall, Inc.差异化工具差异化工具15Copyright 2003 Prentice-Hall, Inc.表表11.4: 计算顾客的有效价值计算顾客的有效价值16Copyright 2003 Prentice-Hall, Inc.差异化工具差异化工具17Copyright 2003 Prentice-Hall, Inc.差异化工具差异化工具18Copyright 2003 Prentice-Hal

4、l, Inc.差异化工具差异化工具19Copyright 2003 Prentice-Hall, Inc.差异化工具差异化工具20Copyright 2003 Prentice-Hall, Inc.差异化工具差异化工具21Copyright 2003 Prentice-Hall, Inc.22Copyright 2003 Prentice-Hall, Inc.产品生命周期营销战略产品生命周期营销战略23Copyright 2003 Prentice-Hall, Inc.图图 11.3：销售与利润生命周期：销售与利润生命周期24Copyright 2003 Prentice-Hall, Inc.

5、产品生命周期各阶段的特点及营销策略产品生命周期各阶段的特点及营销策略 25Copyright 2003 Prentice-Hall, Inc.引入期可供选择的市场策略引入期可供选择的市场策略26Copyright 2003 Prentice-Hall, Inc.27Copyright 2003 Prentice-Hall, Inc.28Copyright 2003 Prentice-Hall, Inc.29Copyright 2003 Prentice-Hall, Inc.30Copyright 2003 Prentice-Hall, Inc.产品生命周期营销战略产品生命周期营销战略31Copyright 2003 Prentice-Hall, Inc.32Copyright 2003 Prentice-Hall, Inc.产品生命周期营销战略产品生命周期营销战略33Copyright 2003 Prentice-Hall, Inc.产品生命周期营销战略产品生命周期营销战略34Copyright 2003 Prentice-Hall, Inc.图图11.8：市场分裂和再结合：市场分裂和再结合阶段阶段3