菲利普.科特勒－市场营销讲义（原版）18

菲利普.科特勒－市场营销讲义（原版）18内容摘要：

菲利普.科特勒－市场营销讲义（原版）18 s ) ) ) ) ) ) ) ) ) or ID groupsel可iTldentifying Competitors忆Evaluating Competitors汪Competitive Intelligence Systems地Competitive Strategies Customer vs. Competitor OrientationIndustry Competition汪Number of Sellers - Degree ofDifferentiation忆Entry, Mobility，Exit barriersCost StructureDegree of Vertical Integration Degree of GlobalizationAnalyzing Competltors,下二 ECompetitorActions Competitors ExpansionPlansee人eolulsreElusers & Industrial Educational LTMarketnicherMarket Market Market3 chailienger follower 202%o 1i1109%06Expand Market IE 本Defend Market Share Status quo 3Expand Market Share (2) Flank defense 全全和全起2j31jS DefenderAttack Strategies 人用:Et(2) Flank attack(1) Frontal attackDefender【人jj朋= UL EELLEGL(5) Guerilla attackSpecific Attack StrategiesPrice-discount站 Cheaper goods了 Prestige goodsProduct proliferationProduct innovation刁Improved services汪Distribution innovation刁Manufacturing cost reduction汪Intensive advertising promotion区汪汪证上TIETTETTEnd-user specialist眉 Vertical-level specialist Customer-size Specialist Specific-customer specialist Geographic specialist Product or product-line specialist Product-feature Specialist引 Job-shop specialist刁Quality-price Specialist Service specialistChannel specialistBalance Competition+|ID opportunities+ Long-run profit 奈难 orientation+ Emerging needs & groups + Exploit weaknesses3 Customer。