应付竞争.pdfVIP

Chapter 9 Dealing with the Competition by PowerPoint by Milton M. Pressley University of New Orleans Copyright ? 2003 Prentice-Hall, Inc. 9-1 Kotler on Marketing Poor firms ignore their competitors; average firms copy their competitors; winning firms lead their competitors. 拙劣的公司忽視其競爭者； 表現平凡的公司學習其競爭者； 卓越的公司領導其競爭者。 Copyright ? 2003 Prentice-Hall, Inc. 9-2 本章將討論下列問題 1. 誰是我們主要的競爭者? 2. 如何弄清他們的策略、目標、強勢與弱 點，及反應的型態? 3. 如何設計一套競爭情報系統? 4. 是否定位為市場領導者、挑戰者、追隨 者或利基者? 5. 如何均衡顧客導向與競爭者導向? Copyright ? 2003 Prentice-Hall, Inc. 9-3 Competitive Forces P 286 Threat of: 1. intense segment rivalry 現有產業競爭者 2. new entr