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市场定位过程中,企业必须首先确认自身的竞争优势,为此需要对主要竞争对手进行如下评估()。

发布日期:2021-03-13

市场定位过程中,企业必须首先确认自身的竞争优势,为此需要对主要竞争对手进行如下评估()。
A

竞争对手的商品是如何定位的

B

竞争者的业务经营情况

C

竞争者核心营销能力

D

竞争者的财务能力

试题解析

市场定位

市场定位是指为使产品在目标消费者心目中相对于竞争产品而言占据清晰、特别和理想的位置而进行的安排。因此,营销人员设计的位置必须使他们的产品有别于竞争品牌,并取得在目标市场中的最大战略优势。市场定位是企业及产品确定在目标市场上所处的位置。 市场定位是由美国营销学家艾·里斯和杰克特劳特在1972年提出的,其含义是指企业根据竞争者现有产品在市场上所处的位置,针对顾客对该类产品某些特征或属性的重视程度,为此企业产品塑造与众不同的,给人印象鲜明的形象,并将这种形象生动地传递给顾客,从而使该产品在市场上确定适当的位置。市场定位是市场营销学中一个非常重要的概念,市场上常见主流商业管理课程如MBA、EMBA等均对“市场定位”有详细介绍。

中文名
市场定位
原则
根据具体的产品特点定位等
目的
帮助企业解决
外文名
Market positioning
方法
区域定位、阶层定位

竞争优势

《竞争优势》是中信出版社出版的书籍,本书是经过作者数十年的研究和实践,阐述了企业如何才能创造和保持其竞争优势。

书名
竞争优势
译者
陈丽芳
ISBN
9787508643472
作者
【美】迈克尔波特(Michael E. Porter)
出版社
中信出版社

确认

《确认》是一部2016年4月16日在美国上映的影片,导演是瑞克·法穆易瓦。

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