SkeletonSlide14_2010Fall_MGMT324

SkeletonSlide14_2010Fall_MGMT324 - MGMT 324 Marketing...

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MGMT 324 Marketing Management Sangwoo Shin Fall 2010 Sections 5 & 6 Oct 25, 2010
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Topics for Today py nderstanding Understanding 4 P s P roduct troduction to Brand Management ± Forecasting market demand: The Bass diffusion model ± Positioning roduct line ± Introduction to Brand Management P rice P romotion ± Product line P lace
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Product Positioning t the heart of the marketing strategy At the heart of the marketing strategy “. . . the act of designing the company’s offer and image so that it occupies a distinct and valued place in the target customer’s minds .” Philip Kotler Prerequisite entification of relevant attributes (both tangible and intangible) Identification of relevant attributes (both tangible and intangible) Locations of consumers and products in the attribute space
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Product Positioning Attr 2 6 B 6 B Attr 2 5 3 A C 5 3 A C 3 5 6 Attr 1 aseline Scenario 3 5 6 Attr 1 Baseline Scenario Utility product = W 1 Attr 1 +W 2 Attr 2
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Product Positioning Attr 2 6 B 6 Attr 2 B 5 3 A C 5 3 C A 3 5 6 Attr 1 3 5 6 Attr 1
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Product Positioning Procedures orm segments Form segments ± Benefits sought (or proxies for benefits sought) Segmentation Identify who’s in segments ± Consumers Determining ± Competitors Choose target segments based on 3 C s Frame of Reference Target market Main competitors ± Consumer: Size, Growth ± Competitor: Differentiation p
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SkeletonSlide14_2010Fall_MGMT324 - MGMT 324 Marketing...

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