CH11Dealing-with-Competition(市场营销-科特勒-英文版).pptVIP

MARKETINGMANAGEMENT

12thedition11DealingwithCompetition Kotler Keller1

ChapterQuestionsHowdomarketersidentifyprimarycompetitors?Howshouldweanalyzecompetitors’strategies,objectives,strengths,andweaknesses?Howcanmarketleadersexpandthetotalmarketanddefendmarketshare?Howshouldmarketchallengersattackmarketleaders?Howcanmarketfollowersornicherscompeteeffectively?2

Figure1.1FiveForcesDeterminingSegmentStructuralAttractivenessPotentialentrantsSuppliersBuyersIndustrycompetitorsSubstitutes3

IndustryConceptofCompetitionNumberofsellersanddegreeofdifferentiationEntry,mobility,andexitbarriersCoststructureDegreeofverticalintegrationDegreeofglobalization4

IndustryConceptofCompetitionPuremonopolyOligopolyMonopolisticcompetitionPurecompetition5

AnalyzingCompetitorsShareofmarketShareofmindShareofheart6

ExpandingtheTotalMarketNewcustomersMoreusage7

Figure11.6SixTypesof

DefenseStrategiesDefenderFlankPreemptiveCounteroffensiveMobileContraction8

FactorsRelevanttoPursuingIncreasedMarketSharePossibilityofprovokingantitrustactionEconomiccostPursuingthewrongmarketing-mixstrategyTheeffectofincreasedmarketshareonactualandperceivedquality9

OtherCompetitiveStrategiesMarketchallengersMarketfollowersMarketnichers10

MarketChallengerStrategiesDefinethestrategicobjectiveandopponentsChooseageneralattackstrategyChooseaspecificattackstrategy11

GeneralAttackStrategiesFrontalattackFlankattackEncirclementattackBypassattackGuerrillawarfare12

SpecificAttackStrategiesPricediscountsLower-pricedgoodsValue-pricedgoodsPrestigegoodsProductproliferationProductinnovationImprovedservicesDistributioninnovationManufacturing-costreductionIntensiveadvertisingpromotion13

MarketFollowerStrategiesCounterfeiterClonerImitatorAdaptor14

BalancingOrientationsCompetitor-centeredCustomer-centered15