After deciding its target markets, the company must decide what position it wants tooccupy in their target market. A product’s position is the way the product is defined byconsumers on important attributes such as price, quality, competitor, product class,application and so on(Kotler & Armstrong, 2004). Companies tried to position their productsin such a way as to distinguish themselves from the competitors and give them the greateststrategic advantage in the target market. By the time Schultz acquired Starbucks in 1987;transactional marketing was being replaced by relationship marketing. Profit from retainedlong term customer relationship became the key of marketing and business. Relationshipmarketing aims at delight rather than satisfaction of customers. And Starbucks realised public opinion, even though it takes longer to cultivate, when energised can help pull thecompany into the market (Kotler, 1986). Fig. 1 shows the position of Starbucks on the perceptual map
After deciding its target markets, the company must decide what position it wants tooccupy in their target market. A product’s position is the way the product is defined byconsumers on important attributes such as price, quality, competitor, product class,application and so on(Kotler & Armstrong, 2004). Companies tried to position their productsin such a way as to distinguish themselves from the competitors and give them the greateststrategic advantage in the target market. By the time Schultz acquired Starbucks in 1987;transactional marketing was being replaced by relationship marketing. Profit from retainedlong term customer relationship became the key of marketing and business. Relationshipmarketing aims at delight rather than satisfaction of customers. And Starbucks realised public opinion, even though it takes longer to cultivate, when energised can help pull thecompany into the market (Kotler, 1986). Fig. 1 shows the position of Starbucks on the perceptual map
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