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

11Competitive Dynamics111CompetitiveDynamics1Copyright2011PearsonEducation,Inc.PublishingasPrenticeHall11-2Chapter Questions Howcanmarketleadersexpandthetotalmarketanddefendmarketshare?Howshouldmarketchallengersattackmarketleaders?Howcanmarketfollowersornicherscompeteeffectively?Whatmarketingstrategiesareappropriateateachstageoftheproductlifecycle?Howshouldmarketersadjusttheirstrategiesandtacticsforaneconomicdownturnorrecession?Copyright2011PearsonEducaFigure 11.1 Hypothetical Market StructureCopyright2011PearsonEducation,Inc.PublishingasPrenticeHall11-3Figure11.1HypotheticalMarExpanding the Total MarketCopyright2011PearsonEducation,Inc.PublishingasPrenticeHall11-4ExpandingtheTotalMarketCopyNew Ways to Use a BrandCopyright2011PearsonEducation,Inc.PublishingasPrenticeHall11-5NewWaystoUseaBrandCopyrigProtecting Market ShareCopyright2011PearsonEducation,Inc.PublishingasPrenticeHall11-6ResponsiveanticipationCreativeanticipationProtectingMarketShareCopyrigFigure 11.2 Types of Defense StrategiesCopyright2011PearsonEducation,Inc.PublishingasPrenticeHall11-7Figure11.2TypesofDefenseFigure 11.3 The Concept of Optimal Market ShareCopyright2011PearsonEducation,Inc.PublishingasPrenticeHall11-8Figure11.3TheConceptofOptCopyright2011PearsonEducation,Inc.PublishingasPrenticeHall11-9Market Challenger StrategiesDefinethestrategicobjectiveandopponentsChooseageneralattackstrategyChooseaspecificattackstrategyCopyright2011PearsonEducaCopyright2011PearsonEducation,Inc.PublishingasPrenticeHall11-10General Attack StrategiesFrontalattackFlankattackEncirclementattackBypassattackGuerillawarfareCopyright2011PearsonEducaSpecific Attack StrategiesPricediscountsLower-pricedgoodsValue-pricedgoodsPrestigegoodsProductproliferationProductinnovationImprovedservicesDistributioninnovationManufacturing-costreductionIntensiveadvertisingpromotionCopyright2011PearsonEducation,Inc.PublishingasPrenticeHall11-11SpecificAttackStrategiesPricMarket Follower StrategiesCopyright2011PearsonEducation,Inc.PublishingasPrenticeHall11-12MarketFollowerStrategiesCopyMarket Nicher StrategiesCopyright2011PearsonEducation,Inc.PublishingasPrenticeHall11-13MarketNicherStrategiesCopyriNiche Specialist RolesEnd-UserSpecialistVertical-LevelSpecialistCustomer-SizeSpecialistSpecific-CustomerSpecialistGeographicSpecialistProduct-LineSpecialistJob-ShopSpecialistQuality-PriceSpecialistService-SpecialistChannelSpecialistCopyright2011PearsonEducation,Inc.PublishingasPrenticeHall11-14NicheSpecialistRolesEnd-UserProduct Life CyclesCopyright2011PearsonEducation,Inc.PublishingasPrenticeHall11-15ProductLifeCyclesCopyrightFigure 11.4 Sales and Profit Life CyclesCopyright2011PearsonEducation,Inc.PublishingasPrenticeHall11-16Figure11.4SalesandProfitFigure 11.5a Common PLC Patterns:Growth-Slump-Maturity Copyright2011PearsonEducation,Inc.PublishingasPrenticeHall11-17Figure11.5aCommonPLCPatteFigure 11.5bCommon PLC Patterns:Cycle-RecycleCopyright2011PearsonEducation,Inc.PublishingasPrenticeHall11-18Figure11.5bCommonPLCPatterFigure 11.5c Common PLC Patterns:ScallopedCopyright2011PearsonEducation,Inc.PublishingasPrenticeHall11-19Figure11.5cCommonPLCPatteFigure 11.6 Style,Fashion,and Fad Life CyclesCopyright2011PearsonEducation,Inc.PublishingasPrenticeHall11-20Figure11.6Style,Fashion,anMaintaining a Market Advantage:Trivial PursuitCopyright2011PearsonEducation,Inc.PublishingasPrenticeHall11-21MaintainingaMarketAdvantageStrategies for Developing a Pioneer AdvantageCopyright2011PearsonEducation,Inc.PublishingasPrenticeHall11-22StrategiesforDevelopingaPiGrowth Stage Strategies Copyright2011PearsonEducation,Inc.PublishingasPrenticeHall11-23GrowthStageStrategiesCopyriElectroluxCopyright2011PearsonEducation,Inc.PublishingasPrenticeHall11-24ElectroluxCopyright2011PeaChanging Brand CourseCopyright2011PearsonEducation,Inc.PublishingasPrenticeHall11-25MarketModificationProductModificationMarketingProgramModificationChangingBrandCourseCopyrightDeclineDecliningsalesLowcostpercustomerDecliningprofitsLaggardsCopyright2011PearsonEducation,Inc.PublishingasPrenticeHall11-26DeclineDecliningsalesCopyrighMarketing in an Economic DownturnInvestGetclosetocustomersReviewbudgetsUseacompellingvaluepropositionFine-tuneofferingsCopyright2011PearsonEducation,Inc.PublishingasPrenticeHall11-27MarketinginanEconomicDownA Compelling Value PropositionCopyright2011PearsonEducation,Inc.PublishingasPrenticeHall11-28ACompellingValuePropositionFor ReviewHowcanmarketleadersexpandthetotalmarketanddefendmarketshare?Howshouldmarketchallengersattackmarketleaders?Howcanmarketfollowersornicherscompeteeffectively?Whatmarketingstrategiesareappropriateateachstageoftheproductlifecycle?Howshouldmarketersadjusttheirstrategiesandtacticsforaneconomicdownturnorrecession?Copyright2011PearsonEducation,Inc.PublishingasPrenticeHall11-29ForReviewHowcanmarketleade