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

11Competitive Dynamics,1,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 11-2,Chapter 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 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?,Figure 11.1 Hypothetical Market Structure,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 11-3,Expanding the Total Market,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 11-4,New Ways to Use a Brand,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 11-5,Protecting Market Share,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 11-6,Responsive anticipation,Creative anticipation,Figure 11.2 Types of Defense Strategies,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 11-7,Figure 11.3 The Concept of Optimal Market Share,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 11-8,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 11-9,Market Challenger Strategies,Define the strategic objective and opponentsChoose a general attack strategyChoose a specific attack strategy,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 11-10,General Attack Strategies,Frontal attackFlank attackEncirclement attackBypass attackGuerilla warfare,Specific Attack Strategies,Price discountsLower-priced goodsValue-priced goodsPrestige goodsProduct proliferationProduct innovation,Improved servicesDistribution innovationManufacturing-cost reductionIntensive advertising promotion,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 11-11,Market Follower Strategies,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 11-12,Market Nicher Strategies,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 11-13,Niche Specialist Roles,End-User SpecialistVertical-Level SpecialistCustomer-Size SpecialistSpecific-Customer SpecialistGeographic Specialist,Product-Line SpecialistJob-Shop SpecialistQuality-Price SpecialistService-SpecialistChannel Specialist,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 11-14,Product Life Cycles,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 11-15,Figure 11.4 Sales and Profit Life Cycles,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 11-16,Figure 11.5a Common PLC Patterns:Growth-Slump-Maturity,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 11-17,Figure 11.5bCommon PLC Patterns:Cycle-Recycle,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 11-18,Figure 11.5c Common PLC Patterns:Scalloped,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 11-19,Figure 11.6 Style,Fashion,and Fad Life Cycles,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 11-20,Maintaining a Market Advantage:Trivial Pursuit,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 11-21,Strategies for Developing a Pioneer Advantage,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 11-22,Growth Stage Strategies,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 11-23,Electrolux,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 11-24,Changing Brand Course,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 11-25,Market Modification,Product Modification,Marketing Program Modification,Decline,Declining salesLow cost per customerDeclining profitsLaggards,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 11-26,Marketing in an Economic Downturn,InvestGet close to customersReview budgetsUse a compelling value propositionFine-tune offerings,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 11-27,A Compelling Value Proposition,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 11-28,For Review,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 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,