CRAFTING THE BRAND POSITIONING KOTLER PDF

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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Growth-slump- maturity pattern b.

These types of associations come in two basic forms — Category points-of-parity Competitive points-of-parity. Better trained personnel exhibit six characteristics – Competence Courtesy Credibility Reliability Responsiveness Communication. Feedback Privacy Policy Feedback.

Product sales pass through distinct stages, each posing different challenges, opportunities and problems to the seller. Auth with social network: Published by Dinah Logan Modified 8 months ago. Points-of-Difference POD PODs are attributes or benefits consumers strongly associate with a brand, positively evaluate and believe that they could not find to the same extent with a competitive brand.

Published by Barbra Montgomery Modified over 3 years ago. Stronger, bigger or better chakki atta in Pakistan Feature improvement: Profits rise and fall at different stages of PLC. Personnel differentiation Companies can gain a strong competitive advantage through having better trained people. Marketing program modification Modifying other marketing program elements such as – — Prices — Sales promotion — Distribution — Personal selling — Advertising — Services.

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Share buttons are a little bit lower. About project SlidePlayer Terms of Service. Learn the steps in the new-product development process. If you wish to download it, please recommend it to your friends in any social system.

Objectives Understand how companies find and develop new-product ideas. Auth with social network: Product Differentiation Most competitive advantages lasts only a short time. We think you have liked this presentation. My presentations Profile Feedback Log out.

CHAPTER 10 CRAFTING THE BRAND POSITIONING

Download ppt kotelr the Brand Positioning”. Products have a limited life. Share buttons are a little bit lower. We think you have liked this presentation.

Companies therefore constantly need to think up new. Registration Forgot your password? To use this website, you must agree to our Privacy Policyincluding cookie policy. 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 ootler and which function as close substitutes.

CHAPTER 10 CRAFTING THE BRAND POSITIONING – ppt download

What marketing strategies are appropriate at each stage of the product life cycle? Producer gain advantage such as economies of scale, technological leadership, patents, and ownership of scarce assets. Image differentiation Companies and brands can be differentiated through identity and image. Registration Forgot your password?

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What sort or Price increase? My presentations Profile Feedback Log out. By identifying target markets and competition. Introduction stage Characteristics- Low sales High costs Negative profits Customers — innovators Few Competitors Marketing objectives- Create product awareness and trial. What are the implications of market evolution for marketing strategies? Marketing program modification 2.

Product modification Quality improvement Feature improvement Style improvement 3. Know the stages of the. Products require different strategies in each stage. Positionijg Differentiation Most competitive advantages lasts only a short time. CopyrightPrentice-Hall, Inc. Feedback Privacy Policy Feedback.

If you wish to download it, please recommend it to your friends in any social system. 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.