我想問關於Marketing management 既野
What are the positioning concepts and their applications in marketing management. (plz detail)
- EveLv 71 decade agoFavorite Answer
I think you should definitely go to your textbook for this quesiton. I am sure there is a chart or table to explain. I will give you an example that I found from the web: Starbucks
This is to help you understand the concepts
How to position starbucks to sell to the target customers.
it will be really helpful for doing assignment.
in my opinion:
The target market for Starbucks are businessman, students and leisure ppl.
the age group will be between 18-35 year old.
the segmentation is using Product-variety Marketing or Differentiated Marketing: target several market segments and design separate offers for each .
because different age groups would like to enjoy different type of products/ drinks, thus need to have variety to fulfill the wants of the target market.
the positioning strategies using by Starbucks are:
1. Product Attributes: What are the specific product attributes? core products are cofee and how to different with competitors. Starbucks coffee are focus on the "original&a mp;quot; coco taste which mean sometimes u able to find the unblend coffee bean.
2. Benefits: What are the benefits to the customers?
customers purchase starbucks able to help the local community.
3. Usage Occasions: When / how can the product be used?
when ppl would like to rest, discussion, meetings.
4.Users: Identify a class of users.
here is refer to target market. Of course, the latest news from starbucks is " all the ways we differ and are the same"
http://www.starbucks/ .com/aboutus/diversi ty.asp
5.Against a Competitor: Positioned directly against a competitor.
u can find all the Starbucks stores do located next to the other coffee shops.
6.Product Classes: Compared to different classes of products
not only coffee sells in starbucks, but tea and juices also play a role.
hope the above points can able to help you as i only able to recall so much.
http://www.determan./ net/Michele/mpositio n.htm
But best to go back to your notes or t extbook! More clear and more exmaples