菲利普科特勒-《市场营销讲义》08课件.pptx

《菲利普科特勒-《市场营销讲义》08课件.pptx》由会员分享，可在线阅读，更多相关《菲利普科特勒-《市场营销讲义》08课件.pptx（19页珍藏版）》请在淘文阁 - 分享文档赚钱的网站上搜索。

1、2000 Prentice Hall2000 Prentice HallObjectivesObjectivesIdentifying CompetitorsEvaluating CompetitorsCompetitive Intelligence SystemsCompetitive StrategiesCustomer vs.Competitor Orientation管理资源吧（），提供海量管理资料免费下载！2000 Prentice HallIndustry CompetitionIndustry CompetitionNumber of Sellers-Degree of Diff

2、erentiationEntry,Mobility,Exit barriersCost StructureDegree of Vertical IntegrationDegree of Globalization管理资源吧（），提供海量管理资料免费下载！2000 Prentice HallAnalyzing CompetitorsAnalyzing CompetitorsCompetitorCompetitorActionsActionsObjectivesObjectivesStrengths&Strengths&WeaknessesWeaknessesReactionReactionPat

3、ternsPatternsStrategiesStrategies管理资源吧（），提供海量管理资料免费下载！2000 Prentice HallCompetitors Expansion Competitors Expansion PlansPlansMarketsProductsIndividualUsersCommercial&IndustrialEducationalPersonalComputersHardwareAccessoriesSoftwareDell管理资源吧（），提供海量管理资料免费下载！2000 Prentice HallHypothetical Market Hypot

4、hetical Market Structure&StrategiesStructure&StrategiesMarketleaderMarketchallengerMarketfollowerExpand MarketDefend Market ShareExpand Market ShareAttack leaderStatus quoImitateMarketnicherSpecial-ize管理资源吧（），提供海量管理资料免费下载！2000 Prentice HallDefense StrategiesDefense StrategiesAttackerAttacker(3)(3)Pr

5、eemptivePreemptivedefensedefense(4)(4)Counter-Counter-offensiveoffensivedefensedefenseDefender(1)(1)PositionPositiondefensedefense(5)Mobiledefense(2)(2)Flank defenseFlank defense(6)(6)ContractionContractiondefensedefense管理资源吧（），提供海量管理资料免费下载！2000 Prentice HallAttack StrategiesAttack StrategiesAttacke

6、rDefender(3)Encirclement attack(4)Bypass attack(2)Flank attack(5)Guerilla attack(1)Frontal attack管理资源吧（），提供海量管理资料免费下载！2000 Prentice HallSpecific Attack StrategiesSpecific Attack StrategiesPrice-discountCheaper goodsPrestige goodsProduct proliferationProduct innovationImproved servicesDistribution in

7、novationManufacturing cost reductionIntensive advertising promotion管理资源吧（），提供海量管理资料免费下载！2000 Prentice Hall“Nichemanship”“Nichemanship”End-user specialistEnd-user specialistVertical-level specialistVertical-level specialistCustomer-size specialistCustomer-size specialistSpecific-customer specialistSp

8、ecific-customer specialistGeographic specialistGeographic specialistProduct or product-line specialistProduct or product-line specialistProduct-feature specialistProduct-feature specialistJob-shop specialistJob-shop specialistQuality-price specialistQuality-price specialistService specialistService

9、specialistChannel specialistChannel specialist管理资源吧（），提供海量管理资料免费下载！2000 Prentice HallBalanceBalanceCompetitionCustomer+Fighter orientation+Alert+Exploit weaknesses-Reactive+ID opportunities+Long-run profit+Emerging needs&groups管理资源吧（），提供海量管理资料免费下载！1、有时候读书是一种巧妙地避开思考的方法。3月-233月-23Tuesday,March 28,2023

10、2、阅读一切好书如同和过去最杰出的人谈话。04:19:2304:19:2304:193/28/2023 4:19:23 AM3、越是没有本领的就越加自命不凡。3月-2304:19:2304:19Mar-2328-Mar-234、越是无能的人，越喜欢挑剔别人的错儿。04:19:2304:19:2304:19Tuesday,March 28,20235、知人者智，自知者明。胜人者有力，自胜者强。3月-233月-2304:19:2304:19:23March 28,20236、意志坚强的人能把世界放在手中像泥块一样任意揉捏。28 三月 20234:19:23 上午04:19:233月-237、最具挑

11、战性的挑战莫过于提升自我。三月 234:19 上午3月-2304:19March 28,20238、业余生活要有意义，不要越轨。2023/3/28 4:19:2304:19:2328 March 20239、一个人即使已登上顶峰，也仍要自强不息。4:19:23 上午4:19 上午04:19:233月-2310、你要做多大的事情，就该承受多大的压力。3/28/2023 4:19:23 AM04:19:2328-3月-2311、自己要先看得起自己，别人才会看得起你。3/28/2023 4:19 AM3/28/2023 4:19 AM3月-233月-2312、这一秒不放弃，下一秒就会有希望。28-Mar-2328 March 20233月-2313、无论才能知识多么卓著，如果缺乏热情，则无异纸上画饼充饥，无补于事。Tuesday,March 28,202328-Mar-233月-2314、我只是自己不放过自己而已，现在我不会再逼自己眷恋了。3月-2304:19:2328 March 202304:19谢谢大家谢谢大家