菲利普科特勒-《市场营销讲义》08.ppt

单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,2020年5月29日星期五,#,11 十一月 2026,菲利普科特勒-市场营销讲义08,Chapter 8,Dealing with,Marketing ManagmentTenth Edition,管理资源吧（），提供海量管理资料免费下载！,Objectives,Identifying Competitors,Evaluating Competitors,Competitive Intelligence Systems,Competitive Strategies,Customer vs.Competitor Orientation,管理资源吧（），提供海量管理资料免费下载！,Induce your competitors not to invest in those products,markets and services where you expect to invest the most that is the fundamental rule of strategy.,Bruce Henderson,Founder of BCG,There is nothing more exhilarating than to be shot at without result.,Winston Churchill,管理资源吧（），提供海量管理资料免费下载！,Five Forces Determining Segment Structural Attractiveness,Potential Entrants,(Threat of,Mobility),Buyers,(Buyer power),Substitutes,(Threats of,substitutes),Suppliers,(Supplier power),Industry,Competitors,(Segment rivalry),管理资源吧（），提供海量管理资料免费下载！,Barriers and Profitability,Low,stable,returns,Low,High,stable,returns,High,Low,Low,risky,returns,High,risky,returns,High,Entry Barriers,Exit barriers,管理资源吧（），提供海量管理资料免费下载！,Industry Competition,Number of Sellers-Degree of Differentiation,Entry,Mobility,Exit barriers,Cost Structure,Degree of Vertical Integration,Degree of Globalization,管理资源吧（），提供海量管理资料免费下载！,High,Low,High,Low,Quality,Vertical Integration,Strategic Groups in the Major Appliance Industry,Group A,Narrow line,Lower mfg.cost,Very high service,High price,Group D,Broad line,Medium mfg.cost,Low service,Low price,Group C,Moderate line,Medium mfg.cost,Medium service,Medium price,Group B,Full line,Low mfg.cost,Good service,Medium price,管理资源吧（），提供海量管理资料免费下载！,Analyzing Competitors,Competitor,Actions,Objectives,Strengths&,Weaknesses,Reaction,Patterns,Strategies,管理资源吧（），提供海量管理资料免费下载！,Competitors Expansion Plans,Markets,Products,Individual,Users,Commercial,&Industrial,Educational,Personal,Computers,Hardware,Accessories,Software,Dell,管理资源吧（），提供海量管理资料免费下载！,Hypothetical Market Structure&Strategies,40%,Market,leader,30%,Market,challenger,20%,Market,follower,Expand Market,Defend Market Share,Expand Market Share,Attack leader,Status quo,Imitate,10%,Market,nicher,Special-,ize,管理资源吧（），提供海量管理资料免费下载！,Defense Strategies,Attacker,(3)Preemptive,defense,(4)Counter-,offensive,defense,Defender,(1),Position,defense,(5),Mobile,defense,(2)Flank defense,(6)Contraction,defense,管理资源吧（），提供海量管理资料免费下载！,Optimal Market Share,Profitability,Market share,0%,25%,50%,75%,100%,Optimal market share,管理资源吧（），提供海量管理资料免费下载！,Attack Strategies,Attacker,Defender,(3)Encirclement attack,(4)Bypass attack,(2)Flank attack,(5)Guerilla attack,(1)Frontal attack,管理资源吧（），提供海量管理资料免费下载！,Specific Attack Strategies,Price-discount,Cheaper goods,Prestige goods,Product proliferation,Product innovation,Improved services,Distribution innovation,Manufacturing cost reduction,Intensive advertising promotion,管理资源吧（），提供海量管理资料免费下载！,“Nichemanship”,End-user specialist,Vertical-level specialist,Customer-size specialist,Specific-customer specialist,Geographic specialist,Product or product-line specialist,Product-feature specialist,Job-shop specialist,Quality-price specialist,Service specialist,Channel specialist,管理资源吧（），提供海量管理资料免费下载！,Balance,Competition,Customer,+Fighter orientation,+Alert,+Exploit weaknesses,-Reactive,+ID opportunities,+Long-run profit,+Emerging needs&groups,管理资源吧（），提供海量管理资料免费下载！,