4. market positioning pearson
-
Upload
tellstptrisakti -
Category
Presentations & Public Speaking
-
view
721 -
download
0
Transcript of 4. market positioning pearson
![Page 1: 4. market positioning pearson](https://reader035.fdocuments.net/reader035/viewer/2022070512/5889fd4b1a28ab0f388b5d97/html5/thumbnails/1.jpg)
SEKOLAH TINGGIP A R I W I S A T AT R I S A K T I
Welcome toMarket Positioning
Rina Suprina M.Hum, Msi, ParIvan Prasetya M.Par[ ]
![Page 2: 4. market positioning pearson](https://reader035.fdocuments.net/reader035/viewer/2022070512/5889fd4b1a28ab0f388b5d97/html5/thumbnails/2.jpg)
Market Positioning
![Page 3: 4. market positioning pearson](https://reader035.fdocuments.net/reader035/viewer/2022070512/5889fd4b1a28ab0f388b5d97/html5/thumbnails/3.jpg)
Market PositioningPerceptual mapping, a research tool, is sometimes used to measure a brand’s
position.
![Page 4: 4. market positioning pearson](https://reader035.fdocuments.net/reader035/viewer/2022070512/5889fd4b1a28ab0f388b5d97/html5/thumbnails/4.jpg)
Market PositioningTwo-by-two perceptual maps provide an easy-to-read picture, but one must often study multiple maps plotting different attributes to obtain a good feel of the marketplace.
![Page 5: 4. market positioning pearson](https://reader035.fdocuments.net/reader035/viewer/2022070512/5889fd4b1a28ab0f388b5d97/html5/thumbnails/5.jpg)
Market Positioning
Figure 8-3 Positioning map of service level versus price. From Christopher Lovelock, ServicesMarketing, 1996, p. 178 Prentice Hall, Upper Saddle River, NJ. Used with permission.
On this map is a correlation between service & price.
• plotted on attributes of price & perceived service
• as price goes up, so does service
![Page 6: 4. market positioning pearson](https://reader035.fdocuments.net/reader035/viewer/2022070512/5889fd4b1a28ab0f388b5d97/html5/thumbnails/6.jpg)
Market PositioningPerceptual maps can be developed using
consumer perceptions of a number of product attributes.
![Page 7: 4. market positioning pearson](https://reader035.fdocuments.net/reader035/viewer/2022070512/5889fd4b1a28ab0f388b5d97/html5/thumbnails/7.jpg)
Market PositioningDev, Morgan, & Shoemaker developed a perceptual
map based on ratings of eight attributes, using a technique known as probabilistic multidimensional
scaling.to derive the coordinates for the map in figure 8–4
![Page 8: 4. market positioning pearson](https://reader035.fdocuments.net/reader035/viewer/2022070512/5889fd4b1a28ab0f388b5d97/html5/thumbnails/8.jpg)
Market PositioningThis technique is useful to identify competitive set and to open spaces that can represent an opportunity for repositioning away
from the competition.
![Page 9: 4. market positioning pearson](https://reader035.fdocuments.net/reader035/viewer/2022070512/5889fd4b1a28ab0f388b5d97/html5/thumbnails/9.jpg)
Figure 8-4 Positioning map using multiple attributes to position hotels. From Chekitan S. Dev, Michael S. Morgan, and Stowe Shoemaker, “A Positioning Analysis of Hotel Brands,” Cornell Hotel and Restaurant Administration Quarterly 36 (December 1995): 48–55. Courtesy of Cornell Hotel and Restaurant Administration Quarterly. Copyright Cornell University. Used by permission.
Market Positioning
![Page 10: 4. market positioning pearson](https://reader035.fdocuments.net/reader035/viewer/2022070512/5889fd4b1a28ab0f388b5d97/html5/thumbnails/10.jpg)
Market PositioningThe circles are drawn around clusters of the hotels not statistically significant distances
from each other. the hotels in the circles can be viewed by the consumer as being similar
![Page 11: 4. market positioning pearson](https://reader035.fdocuments.net/reader035/viewer/2022070512/5889fd4b1a28ab0f388b5d97/html5/thumbnails/11.jpg)
Market PositioningThis technique is useful to identify competitive set
and to open spaces that can represent an opportunity for repositioning away from the competition.
![Page 12: 4. market positioning pearson](https://reader035.fdocuments.net/reader035/viewer/2022070512/5889fd4b1a28ab0f388b5d97/html5/thumbnails/12.jpg)
Market PositioningIn this type of map the positions are essentially
neutral; one spot on the map does not inherently have to be better or worse than another.
![Page 13: 4. market positioning pearson](https://reader035.fdocuments.net/reader035/viewer/2022070512/5889fd4b1a28ab0f388b5d97/html5/thumbnails/13.jpg)
Market PositioningIn this type of map the positions are essentially
neutral; one spot on the map does not inherently have to be better or worse than another.
![Page 14: 4. market positioning pearson](https://reader035.fdocuments.net/reader035/viewer/2022070512/5889fd4b1a28ab0f388b5d97/html5/thumbnails/14.jpg)
Market PositioningIncreased competition or an ineffective positioning
strategy can make repositioning necessary.perceptual maps provide data supporting the need for repositioning