营销管理的应付竞争

Chapter8,DealingwiththeCompetition,MarketingManagmentTenthEditionPhilipKotler,Objectives,IdentifyingCompetitorsEvaluatingCompetitorsCompetitiveIntelligenceSystemsCompetitiveStrategiesCustomervs.CompetitorOrientation,Induceyourcompetitorsnottoinvestinthoseproducts,marketsandserviceswhereyouexpecttoinvestthemostthatisthefundamentalruleofstrategy.BruceHenderson,FounderofBCG,Thereisnothingmoreexhilaratingthantobeshotatwithoutresult.WinstonChurchill,FiveForcesDeterminingSegmentStructuralAttractiveness,BarriersandProfitability,Low,riskyreturns,IndustryCompetition,NumberofSellers-DegreeofDifferentiationEntry,Mobility,ExitbarriersCostStructureDegreeofVerticalIntegrationDegreeofGlobalization,StrategicGroupsintheMajorApplianceIndustry,GroupANarrowlineLowermfg.costVeryhighserviceHighprice,GroupDBroadlineMediummfg.costLowserviceLowprice,GroupCModeratelineMediummfg.costMediumserviceMediumprice,GroupBFulllineLowmfg.costGoodserviceMediumprice,AnalyzingCompetitors,CompetitorsExpansionPlans,HypotheticalMarketStructure&Strategies,ExpandMarket,DefendMarketShare,ExpandMarketShare,Attackleader,Statusquo,Imitate,Special-ize,DefenseStrategies,Attacker,Defender,(1)Positiondefense,(6)Contractiondefense,OptimalMarketShare,AttackStrategies,SpecificAttackStrategies,Price-discountCheapergoodsPrestigegoodsProductproliferationProductinnovationImprovedservicesDistributioninnovationManufacturingcostreductionIntensiveadvertisingpromotion,“Nichemanship”,End-userspecialistVertical-levelspecialistCustomer-sizespecialistSpecific-customerspecialistGeographicspecialistProductorproduct-linespecialistProduct-featurespecialistJob-shopspecialistQuality-pricespecialistServicespecialistChannelspecialist,Balance,Competition,Customer,+Fighterorientation,+Alert,+Exploitweaknesses,-Reactive,+IDopportunities,+Long-runprofit,+Emergingneeds&groups,Review,IdentifyingCompetitorsEvaluat