New Venture Marketing（一）.pptVIP

New Venture Marketing Winter 2003 Introduction Today’s stuff Overview of the course Introductions Overview of Marketing Strategy Contingency Planning Exercise Course Overview Website: /business_graduate/mktg561/obermiller/ Syllabus Articles Introduction Who are you? Why are you here? Marketing Strategy What is marketing? What is different about new ventures? Customers and competitors—the micro-environment Segmentation Market attractiveness Assessing your advantages What is marketing? Managing exchange relationships Marketing for New Ventures Limitations Resources: $$ Size Reputation Business expertise Short-term Mgmt by crisis Advantages Speed Flexibility Focus Closeness to customer Motivation Focus Guerrilla weaponry Customers and Competitors Defining the market Customer—substitutes benefits switching Competitor Segmenting the market Attractiveness criteria (distinct, size, measurable, stable, identifiable) Bases for segmentation (products, groups, benefits, sensitivity to marketing, cost differences) Market attractiveness factors Rivalry among direct competitors Entry barriers Customer power Supplier power Indirect substitutes Assessing Advantages The cycle of competition Interplay of sources, perceptions, and outcomes Consumer/Competitor focus * * Buyers-----------------Sellers 4 Ps *