第18章 创造竞争优势.pdfVIP

Principles of Marketing Competitive Advantage YXN What is competition? Competitive Advantage An advantage over competitors gained by offering consumers greater value than competitors offer Competitor Analysis Who is your Competitors? Substitutability • All firms making the same product or class of products • All firms making products that supply the same service • All firms competing for the same consumer dollars Who is your Competitors? Competitor myopia refers to a firm focusing on what it considers to be its direct competition and not being aware of indirect or new competitors Who is your Competitors? Industry point of view refers to competitors within the same industry Market point of view refers to competitors trying to satisfy the same customer need or build relationships with the same customer group Segmentation Degree of Competition Product Form Product Category Intrinsic Benefit Budget Industry-Based Competitor Identification Product Existed New Product Product Existed Market Market New Market Customer-Based Competitor Identification