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Marka Konumlandirma Stratejileri Essay

4975 words - 20 pages

T.C. ANADOLU ÜNİVERSİTESİSOSYAL BİLİMLER ENSTİTÜSÜİŞLETME ANABİLİM DALIPAZARLAMA BİLİM DALIPAZARLAMA STRATEJİSİNİN BİR ADIMI OLAN KONUMLANDIRMA VE TÜKETİCİ DAVRANIŞLARI İLE İLİŞKİSİYüksek Lisans ÖdeviTahsin Perçin BatumEskişehir, Kasım - 2011GİRİŞPAZARLAMA STRATEJİSİ2.1. Stratejik Planlama Öncesi Hazırlık Evresi2.1.1. Durum analizi2.1.2. Pazar bölümlemesi2.1.3. Hedef pazar seçimi2.1.4. Konumlandırma2.2. Stratejik Planlama Evresi Kapsamında Pazarlama Karmasının Geliştirilmesi2.3. Stratejik Pazarlama Çabalarının Yürütülmesi3. STRATEJİK PAZARLAMADA KONUMLANDIRMA3.1. Konumlandırmanın Tanımı3.2. Konumlandırmanın Kapsamı3.3. Konumlandırma Süreci3.4. Konumlandırma Stratejileri3.4.1. Ürün özelliğini vurgulayan konumlandırma3.4.2. Rakiplere göre konumlandırma3.4.3. Kullanım - kullanışlılığı vurgulayan konumlandırma3.4.4. fiyat - kalite ilişkisine dayalı konumlandırma3.4.5. Ürünü kullananları vurgulayan konumlandırma3.4.6. Ürün sınıfını vurgulayan konumlandırma3.4.7. Kültürel semboller ile konumlandırma3.5. Yeniden Konumlandırma3.5.1. Yeniden konumlandırma süreci3.5.1.1. Mevcut konumun belirlenmesi3.5.1.2. Hedeflenen konumun belirlenmesi3.5.1.3. Hedeflenen konu için tutundurmanın planlanması3.5.1.4. Tüketicilerin yeni konum algılarının değerlendirilmesi3.5.2. Yeniden konumlandırma stratejileri3.5.2.1. Ürün içeriğini değiştirmek3.5.2.2. Fiziksel görüntüde değişiklik yapmak3.5.2.3. Ürün kullanım alanı değiştirmek3.5.2.4. İmaj değişikliği yapmak3.6. Marka Konumlandırma Hataları3.7. Stratejik Pazarlama Ve Stratejik Pazar Konumlandırması3.8. Konumlandırma İle Tüketici Davranışları Arasındaki İlişki4. SONUÇ GİRİŞGünümüzde şirketler artık tüm müşterilere aynı anda hitap edememekte, aynı mal veya hizmetleri kullanarak tatmin sağlayamamaktadır. Müşteriler sayıca fazla, coğrafi olarak oldukça dağınık ve ihtiyaçları ve satın alma davranışları açısından da çok çeşitlilik göstermektedir. Ayrıca, sürekli artan rekabet ortamında rakiplerden daha fazla değer sunabilen firmalar ayakta kalmakta, diğerleri ise eninde sonunda yok...

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