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Objectives

Objectives. Identify Differentiating Attributes Choosing & Communicating Effective Positioning Marketing Strategies Along the Product Life Cycle Marketing Strategy & Market Evolution. Product Differentiation. Form. Fea- tures. Perfor- mance. Quality. Conform- ance Quality. Dura-

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Objectives

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  1. Objectives • Identify Differentiating Attributes • Choosing & Communicating Effective Positioning • Marketing Strategies Along the Product Life Cycle • Marketing Strategy & Market Evolution

  2. Product Differentiation Form Fea- tures Perfor- mance Quality Conform- ance Quality Dura- bility Relia- bility Repair- ability Style Design

  3. Miscellaneous Services Services Differentiation Ordering Ease Installation Customer Consulting Delivery Customer Training Maintenance & Repair

  4. Differentiation • Personnel • Channel

  5. Image Differentiation Media Symbols Atmosphere Events

  6. Important Profitable Distinctive Differences Worth Establishing Affordable Superior Preemptive

  7. 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

  8. Sales & profits ($) Introduction Growth Maturity Decline Time Sales & Profit Life Cycles

  9. Promotion High Low High Price Low Four IntroductoryMarketing Strategies Rapid- skimming strategy Slow- skimming strategy Rapid- penetration strategy Slow- penetration strategy

  10. Maturity Stage • Market Modification • Product Modification • Marketing-Mix Modification

  11. Decline Stage • Decrease investment • Resolve uncertainties - stable investment • Selective niches • Harvesting • Divesting

  12. Market Evolution • Emergence • Growth • Maturity • Decline

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