CH11Dealing-with-Competition(市场营销-科特勒-英文版)

MARKETINGMANAGEMENT12thedition11DealingwithCompetitionKotlerKeller11-2ChapterQuestionsHowdomarketersidentifyprimarycompetitors?Howshouldweanalyzecompetitors’strategies,objectives,strengths,andweaknesses?Howcanmarketleadersexpandthetotalmarketanddefendmarketshare?Howshouldmarketchallengersattackmarketleaders?Howcanmarketfollowersornicherscompeteeffectively?11-3Figure1.1FiveForcesDeterminingSegmentStructuralAttractivenessPotentialentrantsSuppliersBuyersIndustrycompetitorsSubstitutes11-4IndustryConceptofCompetitionNumberofsellersanddegreeofdifferentiationEntry,mobility,andexitbarriersCoststructureDegreeofverticalintegrationDegreeofglobalization11-5IndustryConceptofCompetitionPuremonopolyOligopolyMonopolisticcompetitionPurecompetition11-6AnalyzingCompetitorsShareofmarketShareofmindShareofheart11-7ExpandingtheTotalMarketNewcustomersMoreusage11-8Figure11.6SixTypesofDefenseStrategiesDefenderFlankPreemptiveCounteroffensiveMobileContraction11-9FactorsRelevanttoPursuingIncreasedMarketSharePossibilityofprovokingantitrustactionEconomiccostPursuingthewrongmarketing-mixstrategyTheeffectofincreasedmarketshareonactualandperceivedquality11-10OtherCompetitiveStrategiesMarketchallengersMarketfollowersMarketnichers11-11MarketChallengerStrategiesDefinethestrategicobjectiveandopponentsChooseageneralattackstrategyChooseaspecificattackstrategy11-12GeneralAttackStrategiesFrontalattackFlankattackEncirclementattackBypassattackGuerrillawarfare11-13SpecificAttackStrategiesPricediscountsLower-pricedgoodsValue-pricedgoodsPrestigegoodsProductproliferationProductinnovationImprovedservicesDistributioninnovationManufacturing-costreductionIntensiveadvertisingpromotion11-14MarketFollowerStrategiesCounterfeiterClonerImitatorAdaptor11-15BalancingOrientationsCompetitor-centeredCustomer-centered