Kotler11_basic_Marketing management课件.ppt

MARKETING MANAGEMENT 12th edition,11 Dealing with Competition,Kotler Keller,11-2,Chapter Questions,How do marketers identify primary competitors? How should we analyze competitors strategies, objectives, strengths, and weaknesses? How can market leaders expand the total market and defend market share? How should market challengers attack market leaders? How can market followers or nichers compete effectively?,11-3,Figure 1.1 Five Forces Determining Segment Structural Attractiveness,Potential entrants Suppliers Buyers Industry competitors Substitutes,11-4,Industry Concept of Competition,Number of sellers and degree of differentiation Entry, mobility, and exit barriers Cost structure Degree of vertical integration Degree of globalization,11-5,Industry Concept of Competition,Pure monopoly Oligopoly Monopolistic competition Pure competition,11-6,Analyzing Competitors,Share of market Share of mind Share of heart,11-7,Expanding the Total Market,New customers More usage,11-8,Figure 11.6 Six Types of Defense Strategies,Defender Flank Preemptive Counteroffensive Mobile Contraction,11-9,Factors Relevant to Pursuing Increased Market Share,Possibility of provoking antitrust action Economic cost Pursuing the wrong marketing-mix strategy The effect of increased market share on actual and perceived quality,11-10,Other Competitive Strategies,Market challengers Market followers Market nichers,11-11,Market Challenger Strategies,Define the strategic objective and opponents Choose a general attack strategy Choose a specific attack strategy,11-12,General Attack Strategies,Frontal attack Flank attack Encirclement attack Bypass attack Guerrilla warfare,11-13,Specific Attack Strategies,Price discounts Lower-priced goods Value-priced goods Prestige goods Product proliferation,Product innovation Improved services Distribution innovation Manufacturing-cost reduction Intensive advertising promotion,11-14,Market Follower Strategies,Cou