某管理学院营销策略英文版.pptxVIP

15.834 Marketing Strategy;Objectives;Target Audience;I What Is Marketing Strategy?;Question:;A good marketing strategy meets three tests External consistency Internal consistency Dynamic consistency;External fit: Finding Profit Opportunities;Value Creation: Some Definitions;Internal Fit: Creating Competitive Advantage;Dynamic Fit: Challenging Competitive Advantage;Corporate Advantage adds value to multiple businesses.;II Finding Profit Opportunities;to decide on entry/exit to assess the effect of a major change to position your firm to succeed in a given environment to shape the environment ;Some Complementary Approaches;From Supply/Demand to 5 Forces;Using the 5 Forces;From 5 Forces to Non Cooperative Game Theory;Using Non-Cooperative Game Theory;Horizontal Trading Relationships: Forecasting Industry Evolution with Increasing Returns;For Vertical Trading Relationships: From Non-Cooperative to Cooperative Game Theory;Cooperative Game Theory and Marketing Strategy;III Creating Competitive Advantage;Today’s Overview;Firms perform very differently. The variance decomposes roughly like this;Ways to Create More Value Than the Industry Average;Two Simple, But Critical, Points;What Are We Good At?Diagnosis: Disaggregating Value Creation;Realized Vale per Potential Customer =;You create value when you do what no one else can do In most cases other players can pick segments (u), product designs (a), suppliers (c), and inputs (i) from the same menu as you can. Most differences are in the a(i) and F(m) functions. ;Reasons for Competitive Advantage;ResourcesWhy competitors can’t/won’t get them;From Leveraging to Building Competitive Advantage;Productive Social Networks;Complex Resources;Resources that cannot be purchased directly;IV Challenging Competitive Advantage;A start-up needs to use its initial resources to build a new set of resources that;Resources of start-ups;Today’s Overview;The Two Principal Ways to Challenge Competitive Advantage Are;Imitation of Leader Resour