?2000 Prentice Hall
Objectives
? Identify Differentiating Attributes
? Choosing & Communicating Effective
Positioning
? Marketing Strategies Along the Product
Life Cycle
? Marketing Strategy & Market Evolution
?2000 Prentice Hall
Product Differentiation
Form Fea- tures Perfor- mance Quality
Conform-
ance
Quality
Dura-
bility
Relia-
bility
Repair-
ability Style Design
?2000 Prentice Hall
Delivery
Services Differentiation
Ordering
Ease
Maintenance
& Repair
Customer
Training
Installation Customer Consulting Misce
lla
ne
ou
s
Se
rvi
ce
s
?2000 Prentice Hall
Differentiation
? Personnel
? Channel
?2000 Prentice Hall
Media Atmosphere
Symbols
Events
Image Differentiation
?2000 Prentice Hall
Differences Worth
Establishing
Affordable Superior
Profitable
Preemptive
Distinctive
Important
?2000 Prentice Hall
Positioning is the act of
designing the company’s
offering and image to
occupy a distinctive
place in the the target
market’s mind,P 298
?2000 Prentice Hall
Sales & Profit Life Cycles
Introduction Growth Maturity Decline
Time Sa
les
&
pr
ofi
ts
($)
?2000 Prentice Hall
Four Introductory
Marketing Strategies
Rapid-
skimming strategy
Rapid-
penetration strategy
Slow-
penetration strategy
Slow-
skimming strategy
Price
Low
High
Promotion
High Low
?2000 Prentice Hall
Maturity Stage
? Market Modification
? Product Modification
? Marketing-Mix Modification
?2000 Prentice Hall
Decline Stage
? Decrease investment
? Resolve uncertainties - stable
investment
? Selective niches
? Harvesting
? Divesting
?2000 Prentice Hall
Market Evolution
? Emergence
? Growth
? Maturity
? Decline