市场营销学英文课件：ch11-Competitive-Dynamics.ppt

1、11Competitive Dynamics1 1Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 11-2Chapter Questions How can market leaders expand the total market and defend market share?How should market challengers attack market leaders?How can market followers or nichers compete effectively?What ma

2、rketing strategies are appropriate at each stage of the product life cycle?How should marketers adjust their strategies and tactics for an economic downturn or recession? Figure 11.1 Hypothetical Market StructureCopyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 11-3Expanding the Tot

3、al MarketCopyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 11-4New Ways to Use a BrandCopyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 11-5Protecting Market ShareCopyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 11-6Responsive anticipationCreative

4、anticipationFigure 11.2 Types of Defense StrategiesCopyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 11-7Figure 11.3 The Concept of Optimal Market ShareCopyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 11-8Copyright 2011 Pearson Education, Inc. Publishing as Prentic

5、e Hall 11-9Market Challenger StrategiesDefine the strategic objective and opponentsChoose a general attack strategyChoose a specific attack strategyCopyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 11-10General Attack StrategiesFrontal attackFlank attackEncirclement attackBypass att

6、ackGuerilla warfareSpecific Attack StrategiesPrice discountsLower-priced goodsValue-priced goodsPrestige goodsProduct proliferationProduct innovationImproved servicesDistribution innovationManufacturing-cost reductionIntensive advertising promotionCopyright 2011 Pearson Education, Inc. Publishing as

7、 Prentice Hall 11-11Market Follower StrategiesCopyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 11-12Market Nicher StrategiesCopyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 11-13Niche Specialist RolesEnd-User SpecialistVertical-Level SpecialistCustomer-Size Specia

8、listSpecific-Customer SpecialistGeographic SpecialistProduct-Line SpecialistJob-Shop SpecialistQuality-Price SpecialistService-SpecialistChannel SpecialistCopyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 11-14Product Life CyclesCopyright 2011 Pearson Education, Inc. Publishing as P

9、rentice Hall 11-15Figure 11.4 Sales and Profit Life CyclesCopyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 11-16Figure 11.5a Common PLC Patterns: Growth-Slump-Maturity Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 11-17Figure 11.5bCommon PLC Patterns: Cycle-Rec

10、ycleCopyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 11-18Figure 11.5c Common PLC Patterns: ScallopedCopyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 11-19Figure 11.6 Style, Fashion, and Fad Life CyclesCopyright 2011 Pearson Education, Inc. Publishing as Prentice

11、Hall 11-20Maintaining a Market Advantage: Trivial PursuitCopyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 11-21Strategies for Developing a Pioneer AdvantageCopyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 11-22Growth Stage Strategies Copyright 2011 Pearson Educati

12、on, Inc. Publishing as Prentice Hall 11-23ElectroluxCopyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 11-24Changing Brand CourseCopyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 11-25Market ModificationProduct ModificationMarketing Program ModificationDeclineDeclini

13、ng salesLow cost per customerDeclining profitsLaggardsCopyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 11-26Marketing in an Economic DownturnInvestGet close to customersReview budgetsUse a compelling value propositionFine-tune offeringsCopyright 2011 Pearson Education, Inc. Publish

14、ing as Prentice Hall 11-27A Compelling Value PropositionCopyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 11-28For ReviewHow can market leaders expand the total market and defend market share?How should market challengers attack market leaders?How can market followers or nichers compete effectively?What marketing strategies are appropriate at each stage of the product life cycle?How should marketers adjust their strategies and tactics for an economic downturn or recession? Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 11-29