科特勒营销管理下载-Markeing-Managemen五

Chapter8DealingwithMarketingManagmentTenthEditionObjectivesIdentifyingCompetitorsEvaluatingCompetitorsCompetitiveIntelligenceSystemsCompetitiveStrategiesCustomervs.CompetitorOrientationInduceyourcompetitorsnottoinvestinthoseproducts,marketsandserviceswhereyouexpecttoinvestthemost…thatisthefundamentalruleofstrategy.

BruceHenderson,FounderofBCGThereisnothingmoreexhilaratingthantobeshotatwithoutresult.

WinstonChurchillFiveForcesDeterminingSegmentStructuralAttractivenessPotentialEntrants(ThreatofMobility)Buyers(Buyerpower)Substitutes(Threatsofsubstitutes)Suppliers(Supplierpower)IndustryCompetitors(Segmentrivalry)BarriersandProfitabilityLow,stablereturnsLowHigh,stablereturnsHighLowLow,riskyreturnsHigh,riskyreturnsHighEntryBarriersExitbarriersIndustryCompetitionNumberofSellers-DegreeofDifferentiationEntry,Mobility,ExitbarriersCostStructureDegreeofVerticalIntegrationDegreeofGlobalizationHighLowHighLowQualityVerticalIntegrationStrategicGroupsintheMajorApplianceIndustryGroupANarrowlineLowermfg.costVeryhighserviceHighpriceGroupDBroadlineMediummfg.costLowserviceLowpriceGroupCModeratelineMediummfg.costMediumserviceMediumpriceGroupBFulllineLowmfg.costGoodserviceMediumpriceAnalyzingCompetitorsCompetitorActionsObjectivesStrengths&WeaknessesReactionPatternsStrategiesCompetitor’sExpansionPlansMarketsProductsIndividualUsersCommercial&IndustrialEducationalPersonalComputersHardwareAccessoriesSoftwareDellHypotheticalMarketStructure&Strategies40%Marketleader30%Marketchallenger20%MarketfollowerExpandMarketDefendMarketShareExpandMarketShareAttackleaderStatusquoImitate10%MarketnicherSpecial-izeDefenseStrategiesAttacker(3) Preemptive defense(4) Counter- offensive defenseDefender(1)Positiondefense(5)Mobiledefense(2)Flankdefense(6)ContractiondefenseOptimalMarketShareProfitabilityMarketshare0%25%50%75%100%OptimalmarketshareAttackStrategiesAttackerDefender(3)Encirclementattack(4)Bypassattack(2)Flankattack(5)Guerillaattack(1)FrontalattackSpecificAttackStrategiesPrice-discountCheapergoodsPrestigegoodsProductproliferationProductinnovationImprovedservicesDistributioninnovationManufacturingcostreductionIntensiveadvertisingpromotion“Nichemanship”End-userspecialistVertical-levelspecialistCustomer-sizespecialistSpecific-customerspecialistGeographicspecialistProductorproduct-linespecialistProduct-featurespecialistJob-shopspecialistQuality-pricespecialistServicespecialistChannelspecialistBalanceCompetitionCustomer+Fighterorientation+Alert+Exploitweaknesses-Reactive+IDopportunities+Long-runprofit+Emergingneeds&groupsReviewIdentifyingCompetitorsEvaluatingCompetitorsCompetitiveIntelligenceSystemsCompetitiveStrategiesCustomervs.CompetitorOrientation9、静夜夜四无无邻，，荒居居旧业业贫。。。1月-231月-23Thursday,January5,202310、雨中黄叶叶树，灯下下白头人。。。23:48:1823:48:1823:481/5/202311:48:18PM11、以我独独沈久，，愧君相相见频。。。1月-2323:48:1923:48Jan-2305-Jan-2312、故人江海别别，几度隔山山川。。23:48:1923:48:1923:48Thursday,January5,202313、乍见见翻疑疑梦，，相悲悲各问问年。。。1月-231月-2323:48:1923:48:19January5,202314、他他乡乡生生白白发发，，旧旧国国见见青青山山。。。。05一一月月202311:48:19下下午午23:48:191月月-2315、比不不了得得就不不比，，得不不到的的就不不要。。。。一月2311:48下下午1月-2323:48January5,202316、行动出成成果，工作作出财富。。。2023/1/523:48:1923:48:1905January202317、做前，能够够环视四周；；做时，你只只能或者最好好沿着以脚为为起点的射线线向前。。11:48:19下午午11:48下下午23:48:191月-239、没有失败败，只有暂暂时停止成成功！。1月-231月-23Thursday,January5,202310、很多事事情努力力了未必必有结果果，但是是不努力力却什么么改变也也没有。。。23:48:1923:48:1923:481/5/202311:48:19PM11、成功功就是是日复复一日日那一一点点点小小小努力力的积积累。。。1月-2323:48:1923:48Jan-2305-Jan-2312、世间成事事，不求其其绝对圆满满，留一份份不足，可可得无限完完美。。23:48:1923:48:1923:48Thursday,January5,202313、不知香积寺寺，数里入云云峰。。1月-231月-2323:48:1923:48:19January5,202314、意志志坚强强的人人能把把世界界放在在手中中像泥泥块一一样任任意揉揉捏。。05一一月月202311:48:19下下午午23:48:191月-2315、楚楚塞塞三三湘湘接接，，荆荆门门九九派派通通。。。。。一月月2311:48下下午午1月月-2323:48January5,202316、少年十五二二十时，步行行夺得胡马骑骑。。2023/1/523:48:1923:48:1905January202317、空山新雨后后，天气晚来来秋。。11:48:19下午午11:48下下午23:48:191月-239、杨柳散和和风，青山山澹吾虑。。。1月-231月-23Thursday,January5,202310、阅阅读读一一切切好好书书如如同同和和过过去去最最杰杰出出的的人人谈谈话话。。23:48:1923:48:1923:481/5/202311:48:19PM11、越是没有本本领的就越加加自命不凡。。1月-2323:48:1923:48Jan-2305-Jan-2312、越是是无能能的人人，越越喜欢欢挑剔剔别人人的错错儿。。23:48:1923:48:1923:48Thursday,January5,202313、知人者者智，自自知者明明。胜人人者有力力，自胜胜者强。。1月-231月-2323:48:1923:48:19January5,202314、意志坚坚强的人人能把世世界放在在手中像像泥块一一样任意意揉捏。。05一一月202311:48:19下下午23:48:191月-2315、最具挑战战性的挑战战莫过于提提升自我。。。一月2311:48下午1月-2323:48January5,202316、业余生活活要有意义义，不要越越轨。2023/1/523:48:1923:48:1905January202317、一一个个人人即即使使已已登登上上顶顶峰峰，，也也仍仍要要自自强