营销成功的三要素课堂(1)

:„„„.„„„„„„123„11„„„„„„„„„„„„„“”“”“”„22„„„()Citybank¾¾¾¾¾¾ATM¾••••••QA„75PCPC„„„„„„PC„100PC202„„„„„„=PC+=PC+++„DSLVerizonSBC„:„„MSNMSN“”„“stinger”“”„33„„„„()„„„„()•••121234567——••••••••••••••••1„PIMS„„2„„NewProd„„„„„„2„„„„„„2„„HowManyCompaniesCanbeGeneralists?„Amarketwiththreemainplayersismorestablethanamarketwithtwomainplayers:„Twomainplayerswilleithercolludeorengageinmutualdestruction„Athirdplayerwillcooperatewiththeweakerofthetwo„Anormalpatternis40-20-10%,If#3fallbelow10%,itshouldturnitselfintoaspecialist.40-20-10%10%„Ifthemarketleadercommands70%ormore,therewon’tbeasecondgeneralist.(Microsoft)70%„Ifthemarketleadercommands50-70%,therewon’tbeathirdgeneralist50-70%Strategiesfor#1Companies„Bea“fastfollower”ininnovations.„Pushfortheadoptionofindustry-widestandsrds.„Usemultipledistrinutionchannels.„Pursuelowcostsandfocusonvolumeovermargin.„Growthematket.Strategiesfor#2Companies„Focusonbettervaluethan#1.„Closetheefficiencygapwith#1.„Domoresegmentfocusing.Strategiesfor#3Companies„Innovateanddifferentiate.findnewwaytoaddvalue)„Concentrateresourcesonbestopportunities.„Attack#2if#2isweak.StrategiesforSpecialists„MaintainuniquenessthroughR&D(forproductspecialists)anproprietarydatabases(formarketspecialists).„Practicenichemarketingandcustomization.(niche)„Offerdalesexpertise,greatpersonalservice,andsuperiorexperiences.„Avoidhighfixedcosts„Createentrybarriers.„Growbyspawningnewspecialties,orexpandgeographically.„„„„„„„„„„„„„„„„„„„„„54333„3„„„„„„„„„CSF„„„„„„„„„„„„„„„„ISO9000„„„()„„()()1„„2„„“”“”“”3„“”„“”„“”4„„„Smart„S:„m„a„r„t„„„„„„5„„„“”12„1„2„3„46„“”,„,“”,„„,„„„„„7„„„„,„„8„„„„„„„„„,„9„„,„“”„88“”“”„„„„„„“”„“”„„„„„“”„„„“”„“”„“”“”„„„„„„