Membentuk positioning merek philip kotler biography

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CH 10 Crafting the Brand Positioning

1. TOP 10 Questions for Chapter 10: Crafting the Brand Positioning Anna Katrina L. Guray April 15, 2011 http://annaguray06.blogspot.com

2. 1. are associations/benefits that can be shared with other brands. Points-of-Parity Points-of-Difference Brand Image Brand Concept Points-of-Value Question #1 http://annaguray06.blogspot.com

3. POPs is POINTS-OF-PARITY Concept 1: POPs SHARING FEATURES & BENEFITS + = = + + http://annaguray06.blogspot.com

4. 1. are associations/benefits that can be shared with other brands. Points-of-Parity Points-of-Difference Brand Image Brand Concept Points-of-Value Question w/ Answer http://annaguray06.blogspot.com

5. 2. Apple presented the IPHONE 4 as a “change for everything, again” With respect to ways of conveying a brand’s category membership, which of the following did Apple use with its new product? Announcing category benefits. Comparing to exemplars. Relying on the product descriptor. Using brand perception to increase profit. Using public relations to secure brand position. Question #2 http://annaguray06.blogspot.com

6. Brand Membership is Important! Concept 2: Category Membership Announcing Category Benefits Comparing to Exemplars http://annaguray06.blogspot.com

7. Brand Membership is Important! Concept 2: Category Membership Relying on the Product Descriptor http://annaguray06.blogspot.com

8. 2. Apple presented the IPHONE 4 as a “change for everything, again” With respect to ways of conveying a brand’s category membership, which of the following did Apple use with its new product? Announcing category benefits. Comparing to exemplars. Relying on the product descriptor. Using brand perception to increase profit. Using public relations to secure brand position. Question w/ Answer http://annaguray06.blogspot.com

9. 3. There are at least three key consumer desirability criteria for PODs (points-of- difference): relevance, distinctiveness, and________ Style Feas

Mengembangkan Strategi dan Rencana Pemasaran

1. MARKETING MANAGEMENT 12th edition 2 Developing Marketing Strategies and Plans Kotler Keller

2. 2-2 Chapter Questions • How does marketing affect customer value? • How is strategic planning carried out at different levels of the organization? • What does a marketing plan include?

3. 2-3 Figure 2.1 The Value Delivery Process

4. 2-4 Nike Creates Value

5. 2-5 Improving Value Delivery the Japanese Way 0 customer feedback time 0 product improvement time 0 setup time 0 defects 0 purchasing time

6. 2-6 3 V’s Approach to Marketing Define the value segment Define the value proposition Define the value network

7. 2-7 Figure 2.2 Porter’s Value Chain

8. 2-8 Benchmarks Organizational costs and performance measures Competitor costs and performance measures

9. 2-9 Core Business Processes Market sensing Fulfillment management New offering Realization/research Customer acquisition Customer relationship management

10. 2-10 Wal-Mart’s stock replenishment process is legendary

11. 2-11 Characteristics of Core Competencies • A source of competitive advantage • Applications in a wide variety of markets • Difficult to imitate

12. 2-12 Netflix’s Distinctive Capabilities

13. 2-13 Figure 2.3 A Holistic Marketing Framework

14. 2-14 Challenges Facing CMO’s Doing more with less Driving new business development Becoming a full business partner

15. 2-15 Levels of a Marketing Plan • Strategic – Target marketing decisions – Value proposition – Analysis of marketing opportunities • Tactical – Product features – Promotion – Merchandising – Pricing – Sales channels – Service

16. 2-16 Figure 2.4 The Strategic Planning, Implementation, and Control Processes

17. 2-17 Corporate headquarters’ planning activities Define the corporate mission Establish SBUs Assign resources to each SBU Assess growth opportunities

18. 2-18 Good Mission Statements Focus on limited number of goals Stress ma

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Kevin Lane Keller . Manajemen PemasaranKata Pengantar xxi BAGIAN 71 Memahami Manajemen Pemasaran 2 Bab 1 Mendefinisikan Pemasaran untuk Abad ke-21 3 Pentingnya Pemasaran 4 Ruang Lingkup Pemasaran 5 Apa Itu Pemasaran? 5 Apa yang Dipasarkan? 6 Siapa yang Memasarkan? Nilai mencerminkar Yang tidak berwujud, dan biaya yang dipersepsikan olen pel kualitas, pelayanan, dan harga (‘asp’), yang disebun juga “ty meningkat seiring dengan meningkatnya kualitas den pela seiring dengan menurunnya harga, walau penting dalam persepsi kita akan nilai n sejumlah manfaat, baik yang bervy }pun faktor-faktor lain jug Penawaran dan Merek Perusahaan memenuhi kebutuhan den, mengajukan sebuah proposist nilat (yg proposition), yaitu serangkaian keuntunp,. ang mereka tawarkan kepada pelanggan nny memenuhi kebutuhan pelanggan. Propossi nis yang sifatnya tidak berwujud tersebut dibua menjadi berwujud dengan suatu penavaran Penawaran dapat berupa suatu kombiney produk, jasa, informasi, dan pengalaman Merek (brand) adalah suatu penawaran dari sumber yang diketahui.. Merek sepern McDonald menimbulkan banyak asosiasi dj benak orang, yang membentuk merek tersebut hamburger, kesenangan, anak-anak, makanan cepat sai, kenyamanan, dan busur emas, Semus Perusahaan berjuang untuk membangun citre merek yang kuat, disukai, dan unik. Nilai dan

Are Segmenting, Targeting, and Positioning Necessary for Strategic Marketing?

Accesed on: http://jkb.ub.ac.id/index.php/jkb/article/view/2762 Jurnal Kedokteran Brawijaya: Article in Press Article History: Received 8 Juli 2020, Accepted 2 Desember 2020 Research Article Are Segmenting, Targeting, and Positioning Necessary for Strategic Marketing? Pentingkah Segmenting, Targeting, Positioning sebagai Strategi Pemasaran? Hisan Amira1, Nikma Fitriasari2 Hospital Management Study Program Faculty of Medicine Universitas Brawijaya Malang 1 Department of public health sciences Faculty of Medicine Universitas Brawijaya Malang 2 ABSTRACT Changes in the hospital environment have led to an increasingly competitive market. Marketing strategies are vital ingredients to offer more creative, innovative, and valuable products to customers to compete with other hospitals. Hyperbaric Oxygen Teraphy (HBOT) installation is one of the superrior service at Paru Hospital Jember which have a low number of visit for the last three years. Segmenting, targeting, and positioning (STP) strategies will help to identify the most profitable market, which can be used to create the right connection to customers. This research aimed to arrange STP strategies as a base for the hospital strategic marketing plan at Hyperbaric Oxygen Therapy (HBOT) installation of Paru Hospital Jember. This research was a descriptive study. The root of the problems was identified using the urgency, seriousness and growth (USG) method and followed by identifying the problem solutions with the capability, accessible, readiness and leverage (CARL) method before finding the solutions. The results of this study show that the five geographic segmentation areas of the target market are Jember, Probolinggo, Lumajang, Bondowoso, and Banyuwangi. The targets are patients older than five years old, middle-high economic class people, patients with diabetic foot, Buerger's disease, and sudden deafness. The new tagline “Tabik” st