6国际市场营销竞争策略试卷.ppt

* 三、市场追随者的战略 (Market-Follower Strategies)P121 1. 紧密跟随 (close following) 2. 距离跟随 (distant following) 3. 选择跟随 (selective following) * 四、市场补缺者的战略 (Market-Nicher Strategies) P122 市场补缺者是指专门为规模较小的或大企业不感兴趣的细分市场提供产品和服务、在市场上起拾遗补缺作用的企业。 Why is niching profitable? The main reason is that the market nicher ends up knowing the target customer group so well that it meets their needs better than other firms that casually sell to this niche. As a result, the nicher can charge a substantial markup over costs because of the added value. Whereas the mass marketer achieves high volume, the nicher achie