现代销售学：创造顾客价值.ppt
CHAPTER7Product-SellingStrategiesthat
AddValue
LearningObjectivesDescribepositioningasaproduct-sellingstrategyExplaintheclusterofsatisfactionsconceptDiscussproduct-positioningoptionsExplainhowtosellyourproductwithapricestrategyExplainhowtosellyourproductwithavalue-addedstrategy7-2Copyright?2021PearsonEducation,Inc.PublishingasPrenticeHall7-2
PositioningandDifferentiationPositioninginvolves:Thosedecisionsandactivitiesintendedtocreateandmaintainacertainconceptofthefirm’sproductinthecustomer’smindDifferentiationrefersto:YourabilitytoseparateyourselfandyourproductfromthatofyourcompetitorsItisthekeytobuildingandmaintainingacompetitiveadvantage7-3Copyright?2021PearsonEducation,Inc.PublishingasPrenticeHall7-3
CreatingaValuePropositionThesetofbenefitsandvaluesthecompanypromisestodelivertocustomerstosatisfytheirneedsAwell-informedcustomerwillusuallychoosetheproductthatoffersthemostvalue7-47-4Copyright?2021PearsonEducation,Inc.PublishingasPrenticeHall7-4
PorscheValueProposition7-5SeetheWebsiteCopyright?2021PearsonEducation,Inc.PublishingasPrenticeHall7-5
TheClusterof
SatisfactionsConceptProductsareproblem-solvingtoolsPeoplebuyproductsiftheyfulfillaproblem-solvingneedToday’sbettereducatedandmoredemandingcustomersareseekingaclusterofsatisfactions7-6Copyright?2021PearsonEducation,Inc.PublishingasPrenticeHall7-6
Product-SellingModel7-7FIGURE7.1Copyright?2021PearsonEducation,Inc.PublishingasPrenticeHall7-7
Product-PositioningOptionsAppliestobothnewandexistingproductsMaybenecessarytorepositionproductsseveraltimesSalespeoplehaveanimportantandexpandingroleindifferentiatingproductsD