[经济学]市场营销ch08.ppt

Durability Reliability Personnel Differentiation Competence Courtesy Reliability Responsiveness Communication Channel Differentiation Services provided in different channels are different specialty store, department store, super market Price Differentiation Low price strategy pursued by Walmart High price strategy pursued by 谭氏官府菜 Managerial Representations of Competitive Advantage Day and Nedungadi Journal of Marketing, 58(April), 31-44. Innovation Generative Innovation New way of looking at the world based on an understanding of the systems and relationships E.g. Win95 Adaptive Innovation Focuses on the conceptualization of the business and guides the development of core capabilities E.g. Win98 Win2000, Win Me, Windows Vista, Win 7 Narrow business definitions impede the search for unconventional business opportunities (core rigidities) Copyright ? 2009 Pearson Education, Inc. ?Publishing as Prentice Hall 8-* Six Types of Defense Strategies Copyright ? 2009 Pearson Education, Inc. ?Publishing as Prentice Hall 8-* Categories of Marketing Alliances Product or Service Alliances Promotional Alliances Logistics Alliances Pricing Collaborations Copyright ? 2009 Pearson Education, Inc. ?Publishing as Prentice Hall 8-* Innovation Marketing Innovation marketing is very important for competition. The key to competitive advantage is relevant brand differentiation — consumers must find something unique and meaningful about a market offering. These differences may be based directly on the product or service itself or on other considerations related to factors such as personnel, channels, or image. Marketing Discussion Marketing Insight: Guerrilla Marketing How do you attack a category leader? Copyright ? 2009 Pearson Education, Inc. ?Publishing as Prentice Hall 8-* Copyright ? 2009 Pearson Education, Inc. ?Publishing as Prentice Hall 8-* Cases Discussion Marketing in China: Repositioning of Wong Lo Kat Innovative