人民大2026市场营销原理与实践英文版（第19版）课件ch-18-PPTaccessible.pptxVIP

PrinciplesofMarketingNineteenthEditionChapter18CreatingCompetitiveAdvantageCopyright?2024,2021,2018PearsonEducation,Inc.AllRightsReserved

LearningObjectives18.1 Discusstheneedtounderstandcompetitorsaswellascustomersthroughcompetitoranalysis.18.2 Explainthefundamentalsofcompetitivemarketingstrategiesbasedoncreatingvalueforcustomers.18.3 Illustratetheneedforbalancingcustomerandcompetitororientationsinbecomingatrulymarket-centeredorganization.

MICROSOFT:ANewCompetitiveMarketingStrategyfortheDigitallyConnectedWorldInthefast-changingdigitalenvironment,Microsofthastransformeditselfintoabrandthatconsumerscan’tlivewithoutinthepost-PC,cloud-drivenworld.imageBROKER/AlamyStockPhoto

LearningObjective1Discusstheneedtounderstandcompetitorsaswellascustomersthroughcompetitoranalysis.

CreatingCompetitiveAdvantageCompetitiveadvantagesrequiredeliveringmorevalueandsatisfactiontotargetconsumersthancompetitors.Competitoranalysisistheprocessofidentifying,assessing,andselectingkeycompetitors.Competitivemarketingstrategiesarehowcompaniesanalyzetheircompetitorsanddevelopvalue-basedstrategiesforprofitablecustomerrelationships.

CompetitorAnalysis(1of8)Figure18.1StepsinAnalyzingCompetitors

CompetitorAnalysis(2of8)IdentifyingCompetitorsCompetitorscaninclude:AllfirmsmakingthesameproductorclassofproductsAllfirmsmakingproductsthatsupplythesameserviceAllfirmscompetingforthesameconsumerdollarsMarket-basedcompetitivedefinition:Fromamarketview,Amazoncompeteswithmorethanjustotheronlineretailers.Itcompeteswithabroadrangeoftechnologycompaniesofferingdigitalexperiences,includingthelikesofAlphabet(Google),Meta(Facebook),Apple,andMicrosoft.GKImages/AlamyStockPhoto

CompetitorAnalysis(3of8)AssessingCompetitorsCompetitors’objectivesProfitabilityMarketsharegrowthCashflowTechnolog