我想問關於Marketing management 既野

What are the positioning concepts and their applications in marketing management. (plz detail)

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  • Eve
    Lv 7
    1 decade ago
    Favorite 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.

    參考資料:

    http://www.determan./ net/Michele/mpositio n.htm

    But best to go back to your notes or t extbook! More clear and more exmaples

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