您好,欢迎访问三七文档
当前位置:首页 > 商业/管理/HR > 市场营销 > 菲利普科特勒-《市场营销讲义》08
©2000PrenticeHall©2000PrenticeHallObjectivesIdentifyingCompetitorsEvaluatingCompetitorsCompetitiveIntelligenceSystemsCompetitiveStrategiesCustomervs.CompetitorOrientation管理资源吧(),提供海量管理资料免费下载!©2000PrenticeHallIndustryCompetitionNumberofSellers-DegreeofDifferentiationEntry,Mobility,ExitbarriersCostStructureDegreeofVerticalIntegrationDegreeofGlobalization管理资源吧(),提供海量管理资料免费下载!©2000PrenticeHallAnalyzingCompetitorsCompetitorActionsObjectivesStrengths&WeaknessesReactionPatternsStrategies管理资源吧(),提供海量管理资料免费下载!©2000PrenticeHallCompetitor’sExpansionPlansMarketsProductsIndividualUsersCommercial&IndustrialEducationalPersonalComputersHardwareAccessoriesSoftwareDell管理资源吧(),提供海量管理资料免费下载!©2000PrenticeHallHypotheticalMarketStructure&Strategies40%Marketleader30%Marketchallenger20%MarketfollowerExpandMarketDefendMarketShareExpandMarketShareAttackleaderStatusquoImitate10%MarketnicherSpecial-ize管理资源吧(),提供海量管理资料免费下载!©2000PrenticeHallDefenseStrategiesAttacker(3)Preemptivedefense(4)Counter-offensivedefenseDefender(1)Positiondefense(5)Mobiledefense(2)Flankdefense(6)Contractiondefense管理资源吧(),提供海量管理资料免费下载!©2000PrenticeHallAttackStrategiesAttackerDefender(3)Encirclementattack(4)Bypassattack(2)Flankattack(5)Guerillaattack(1)Frontalattack管理资源吧(),提供海量管理资料免费下载!©2000PrenticeHallSpecificAttackStrategiesPrice-discountCheapergoodsPrestigegoodsProductproliferationProductinnovationImprovedservicesDistributioninnovationManufacturingcostreductionIntensiveadvertisingpromotion管理资源吧(),提供海量管理资料免费下载!©2000PrenticeHall“Nichemanship”End-userspecialistVertical-levelspecialistCustomer-sizespecialistSpecific-customerspecialistGeographicspecialistProductorproduct-linespecialistProduct-featurespecialistJob-shopspecialistQuality-pricespecialistServicespecialistChannelspecialist管理资源吧(),提供海量管理资料免费下载!©2000PrenticeHallBalanceCompetitionCustomer+Fighterorientation+Alert+Exploitweaknesses-Reactive+IDopportunities+Long-runprofit+Emergingneeds&groups管理资源吧(),提供海量管理资料免费下载!
本文标题:菲利普科特勒-《市场营销讲义》08
链接地址:https://www.777doc.com/doc-1710347 .html