Chapter 9 Internet Marketing 网络市场概要1.ppt

TESCO案例讨论问题 结合案例资料和前文所述TESCO的七大价值定位，综合论述以下问题： 1. “营销是一门关于可能性的艺术吗”？给出你组的意见并结合TESCO案例来分析。 2. 收集并整理TESCO与客户（潜在的,现有的）发生“communication”的综合营销方式有哪些。 3. TESCO给你在营销领域的“洞见”是什么？ * * * * * * * Copyright ? 2004 Pearson Education, Inc. Slide 2-* Direct competitors – companies that sell products or services that are very similar and into the same market segment Example: P and T Indirect competitors – companies that may be in different industries but that still compete indirectly because their products can substitute for one another Example: CNN.com and ESPN.com Copyright ? 2004 Pearson Education, Inc. Slide 2-* Achieved when firm can produce a superior product and/or bring product to market at a lower price than most, or all, of competitors Firms achieve competitive advantage when they are able to obtain differential access to the factors of production that are denied to competitors Asymmetry – when one participant in a market has more resources than others Copyright ? 2004 Pearson Education, Inc. Slide 2-* Types of competitive advantage include: First mover advantage – results from a firm being first into a marketplace Unfair competitive advantage – occurs when one firm develops an advantage based on a factor that other firms cannot purchase Companies leverage their competitive assets when they use their competitive advantages to achieve more advantage in surrounding markets Copyright ? 2004 Pearson Education, Inc. Slide 2-* A plan that details how a company intends to enter a new market and attract customers Best business concepts will fail if not properly marketed to potential customers Copyright ? 2004 Pearson Education, Inc. Slide 2-* Describes how the company will organize the work that needs to be accomplished Work is typically divided into functional departments Move from generalists to specialists as the company grows Copyright ? 2004 Pearson Education, Inc. Slide 2-* Employees of the company responsible for making the business model work Strong management team gives in