菲利普.科特勒的“市场营销”讲义（08）英文.pptx

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1、2000 Prentice HallObjectivesObjectivesIdentifying CompetitorsEvaluating CompetitorsCompetitive Intelligence SystemsCompetitive StrategiesCustomer vs.Competitor Orientation2000 Prentice HallIndustry CompetitionIndustry CompetitionNumber of Sellers-Degree of DifferentiationEntry,Mobility,Exit barriers

2、Cost StructureDegree of Vertical IntegrationDegree of Globalization2000 Prentice HallAnalyzing CompetitorsAnalyzing CompetitorsCompetitorCompetitorActionsActionsObjectivesObjectivesStrengths&Strengths&WeaknessesWeaknessesReactionReactionPatternsPatternsStrategiesStrategies2000 Prentice HallCompetito

3、rs Expansion Competitors Expansion PlansPlansMarketsProductsIndividualUsersCommercial&IndustrialEducationalPersonalComputersHardwareAccessoriesSoftwareDell2000 Prentice HallHypothetical Market Hypothetical Market Structure&StrategiesStructure&Strategies40%Marketleader30%Marketchallenger20%Marketfoll

4、owerExpand MarketDefend Market ShareExpand Market ShareAttack leaderStatus quoImitate10%MarketnicherSpecial-ize2000 Prentice HallDefense StrategiesDefense StrategiesAttackerAttacker(3)(3)PreemptivePreemptivedefensedefense(4)(4)Counter-Counter-offensiveoffensivedefensedefenseDefender(1)(1)PositionPos

5、itiondefensedefense(5)Mobiledefense(2)(2)Flank defenseFlank defense(6)(6)ContractionContractiondefensedefense2000 Prentice HallAttack StrategiesAttack StrategiesAttackerDefender(3)Encirclement attack(4)Bypass attack(2)Flank attack(5)Guerilla attack(1)Frontal attack2000 Prentice HallSpecific Attack S

6、trategiesSpecific Attack StrategiesPrice-discountCheaper goodsPrestige goodsProduct proliferationProduct innovationImproved servicesDistribution innovationManufacturing cost reductionIntensive advertising promotion2000 Prentice Hall“Nichemanship”Nichemanship”End-user specialistEnd-user specialistVer

7、tical-level specialistVertical-level specialistCustomer-size specialistCustomer-size specialistSpecific-customer specialistSpecific-customer specialistGeographic specialistGeographic specialistProduct or product-line specialistProduct or product-line specialistProduct-feature specialistProduct-featu

8、re specialistJob-shop specialistJob-shop specialistQuality-price specialistQuality-price specialistService specialistService specialistChannel specialistChannel specialist2000 Prentice HallBalanceBalanceCompetitionCustomer+Fighter orientation+Alert+Exploit weaknesses-Reactive+ID opportunities+Long-run profit+Emerging needs&groups