MBA市场营销8章-positioningcompetition.pptVIP

* * * * * * * * * * * * * * * 5 * * 2007年全球销量 * * * * 品牌资产价值 * * 2008年品牌资产价值 * * * * * * * * 5-* Specific Attack Strategies Price discounts Lower-priced goods Value-priced goods Prestige goods Product proliferation Product innovation Improved services Distribution innovation Manufacturing-cost reduction Intensive advertising promotion 5-* Competitive Marketing Strategiesfor Market Follower Runner-Up Firms that Want to Hold Their Share Without Rocking the Boat Counterfeiter Cloner Adaptor Imitator 在资本密集的同质性产品的行业中，市场跟随者策略是大多数企业的选择。这些行业的主要特点是： （1）产品的同质程度高，产品差异化和形象差异化的机会较低； （2）服务质量和服务标准的趋同； （3）消费者对价格的敏感程度高； （4）行业中任何价格挑衅都可能引发价格大战； （5）大多数企业准备在此行业中长期经营下去。  5-* Market Follower Strategies Counterfeiter Cloner Imitator Adapter 5-* Market Follower Strategies 仿效和低调 合适地保持距离 追随和创新并举 提防挑战者攻击 5-* Competitive Marketing Strategiesfor Market Nicher Service Specialist Firms that Serve Small Segments Not Pursued by Other Firms End-User Specialist Customer-Size Specialist Quality- Price Specialist Geographic Specialist Vertical Level Specialist Job-shop Specialist Product or Product Line Specialist Channel Specialist Product Feature Specialist Specific-Customer Specialist 5-* Balancing Orientations Competitor- Centered Customer- Centered VS. 5-* Assignment for This Week 1. Read chapter 8, 9 of the textbook and the student menu of the Marketing Game!; 2. Get ready for the case study “Huawei”； 3. Work on the STP and competition strategy of the marketing plan/audit; 4. Finish quiz 9 by 24:00pm, Nov. 17; 5. Finish and submit the 1st decision sheet of the Marketing Game, send the file planA1.tmg to 126 e-mail box by 20:00pm, Nov. 15 (Tuesday) with the subject name “A1-1”. 4-* Work on market analysis, and STP and competition strategies; Deadline: Dec. 2 Team A1, A2, A3, A4 * * * * * * * * Click the video icon to launch a video clip about Nike’s position. * * * Click the video icon to launch a video clip about Nike’s position. * Click the video icon to launch a video