市场营销学英文课件：ch11-Competitive-Dynamics(PPT 29页)

1、11Competitive Dynamics1第1页，共29页。Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 11-2Chapter Questions 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?

2、What marketing strategies are appropriate at each stage of the product life cycle?How should marketers adjust their strategies and tactics for an economic downturn or recession? 第2页，共29页。Figure 11.1 Hypothetical Market StructureCopyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 11-3第

3、3页，共29页。Expanding the Total MarketCopyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 11-4第4页，共29页。New Ways to Use a BrandCopyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 11-5第5页，共29页。Protecting Market ShareCopyright 2011 Pearson Education, Inc. Publishing as Prentic

4、e Hall 11-6Responsive anticipationCreative anticipation第6页，共29页。Figure 11.2 Types of Defense StrategiesCopyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 11-7第7页，共29页。Figure 11.3 The Concept of Optimal Market ShareCopyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 11-

5、8第8页，共29页。Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 11-9Market Challenger StrategiesDefine the strategic objective and opponentsChoose a general attack strategyChoose a specific attack strategy第9页，共29页。Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 11-10G

6、eneral Attack StrategiesFrontal attackFlank attackEncirclement attackBypass attackGuerilla warfare第10页，共29页。Specific Attack StrategiesPrice discountsLower-priced goodsValue-priced goodsPrestige goodsProduct proliferationProduct innovationImproved servicesDistribution innovationManufacturing-cost red

7、uctionIntensive advertising promotionCopyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 11-11第11页，共29页。Market Follower StrategiesCopyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 11-12第12页，共29页。Market Nicher StrategiesCopyright 2011 Pearson Education, Inc. Publishing

8、 as Prentice Hall 11-13第13页，共29页。Niche Specialist RolesEnd-User SpecialistVertical-Level SpecialistCustomer-Size SpecialistSpecific-Customer SpecialistGeographic SpecialistProduct-Line SpecialistJob-Shop SpecialistQuality-Price SpecialistService-SpecialistChannel SpecialistCopyright 2011 Pearson Edu

9、cation, Inc. Publishing as Prentice Hall 11-14第14页，共29页。Product Life CyclesCopyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 11-15第15页，共29页。Figure 11.4 Sales and Profit Life CyclesCopyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 11-16第16页，共29页。Figure 11.5a Common P

10、LC Patterns: Growth-Slump-Maturity Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 11-17第17页，共29页。Figure 11.5bCommon PLC Patterns: Cycle-RecycleCopyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 11-18第18页，共29页。Figure 11.5c Common PLC Patterns: ScallopedCopyright 20

11、11 Pearson Education, Inc. Publishing as Prentice Hall 11-19第19页，共29页。Figure 11.6 Style, Fashion, and Fad Life CyclesCopyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 11-20第20页，共29页。Maintaining a Market Advantage: Trivial PursuitCopyright 2011 Pearson Education, Inc. Publishing as P

12、rentice Hall 11-21第21页，共29页。Strategies for Developing a Pioneer AdvantageCopyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 11-22第22页，共29页。Growth Stage Strategies Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 11-23第23页，共29页。ElectroluxCopyright 2011 Pearson Educat

13、ion, Inc. Publishing as Prentice Hall 11-24第24页，共29页。Changing Brand CourseCopyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 11-25Market ModificationProduct ModificationMarketing Program Modification第25页，共29页。DeclineDeclining salesLow cost per customerDeclining profitsLaggardsCopyrig

14、ht 2011 Pearson Education, Inc. Publishing as Prentice Hall 11-26第26页，共29页。Marketing in an Economic DownturnInvestGet close to customersReview budgetsUse a compelling value propositionFine-tune offeringsCopyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 11-27第27页，共29页。A Compelling Va

15、lue PropositionCopyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 11-28第28页，共29页。For ReviewHow 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?What marketing strategi