科特勒的“市场营销”讲义 八教程教案.pptVIP

?2000 Prentice Hall Five Forces Determining Segment Structural Attractiveness Potential Entrants (Threat of Mobility) Buyers (Buyer power) Substitutes (Threats of substitutes) Suppliers (Supplier power) Industry Competitors (Segment rivalry) Barriers and Profitability Low, stable returns Low High, stable returns High Low Low, risky returns High, risky returns High Entry Barriers Exit barriers Industry Competition Number of Sellers - Degree of Differentiation Entry, Mobility, Exit barriers Cost Structure Degree of Vertical Integration Degree of Globalization High Low High Low Quality Vertical