Upload File

m mdealing withcompetition

19
Dealing with Competition Marketing Management, 13 th ed 11

Upload: harris-mr

Post on 06-May-2015

2.510 views

Category:

Business


2 download

Report

DESCRIPTION

ini semua slide marketing strategik kelas sabtu ukm semester 1 2010/2011

TRANSCRIPT

Page 1: M mdealing withcompetition

Dealing with Competition

Marketing Management, 13th ed

11

Page 2: M mdealing withcompetition

Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 11-2

Chapter Questions

• How do marketers identify primary competitors?

• How should we analyze competitors’ strategies, objectives, strengths, and weaknesses?

• How can market leaders expand the total market and defend market share?

Page 3: M mdealing withcompetition

Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 11-3

Chapter Questions (cont.)

• How should market challengers attack market leaders?

• How can market followers or nichers compete effectively?

Page 4: M mdealing withcompetition

Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 11-4

Figure 1.1 Five Forces Determining Segment Structural Attractiveness

Page 5: M mdealing withcompetition

Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 11-5

Industry Concept of Competition

• Number of sellers and degree of differentiation

• Entry, mobility, and exit barriers

• Cost structure

• Degree of vertical integration

• Degree of globalization

Page 6: M mdealing withcompetition

Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 11-6

Figure 11.2 Strategic Groups

Page 7: M mdealing withcompetition

Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 11-7

Figure 11.4 A Competitor’s Expansion Plans

Page 8: M mdealing withcompetition

Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 11-8

Table 11.1 Customer Ratings of Competitors on Key Success Factors

Page 9: M mdealing withcompetition

Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 11-9

Strengths and Weaknesses

Share of marketShare of market

Share of mindShare of mind

Share of heartShare of heart

Page 10: M mdealing withcompetition

Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 11-10

Table 11.2 Market Share, Mind Share, and Heart Share

Page 11: M mdealing withcompetition

Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 11-11

Figure 11.5 Hypothetical Market Structure

10%

Market

Nichers

20%

Market

Follower

30%

Market

Challenger

40%

Market

Leader

Page 12: M mdealing withcompetition

Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 11-12

Figure 11.6 Six Types of Defense Strategies

Page 13: M mdealing withcompetition

Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 11-13

Figure 11.7 Optimal Market Share

Page 14: M mdealing withcompetition

Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 11-14

Other Competitive Strategies

Market

Challengers

Market

NichersMarket

Followers

Page 15: M mdealing withcompetition

Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 11-15

Market Challenger Strategies

• Define the strategic objective and opponents

• Choose a general attack strategy

• Choose a specific attack strategy

Page 16: M mdealing withcompetition

Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 11-16

General Attack Strategies

Frontal Attack

Encirclement

AttackBypass Attack

Flank Attack

Guerrilla Warfare

Page 17: M mdealing withcompetition

Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 11-17

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

Page 18: M mdealing withcompetition

Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 11-18

Market Follower Strategies

Counterfeiter

Cloner

Imitator

Adapter

Page 19: M mdealing withcompetition

Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 11-19

Niche Specialist Roles

• End-User Specialist• Vertical-Level

Specialist• Customer-Size

Specialist• Specific-Customer

Specialist• Geographic

Specialist

• Product-Line Specialist

• Job-Shop Specialist• Quality-Price

Specialist• Service-Specialist• Channel Specialist


m 綾部市都市計画図 m E - 6 mm m mm mm m A m m m ......m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m mm m m m m m m m m m m m m m m m m m m m m m m m m m m

bjmp.gov.phbjmp.gov.ph/enlex/enlex_list_R02.pdfBatang, Mickaela Quinto Bautista, Alvin Nicolas Benitez, Beverly Eden Cacho ... SEX M M m M M M M M M M M m M M M M M M M M M ELIGIBILITY

*******m****** **** ***l***l***m***m***m***m***m***m***m***m***m

MEMORARIO m m m m m m m m m m m m m m m ... - Discover … · MEMORARIO Firenze - Arezzo - Chiusi 9 m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m

H29.7. P6-17.docx) - 広島県立尾道東高等学校 TOEIC yz/ 0 m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m

11-22-19...debt negotiation services? If "Yes," complete Schedule D, Part IV m m m m m m m m m m m m m m m m m m m m m m m m m m m Did the organization, directly or through a …

B iber st - Lohn-Ammannsegg · 2019. 10. 30. · m m m m m m m m m m m m m m mm m m m m mm m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m mm m m m m m m

M M M M M M M M M M M KM G'A+'=M !56!#'M 6?L$M M …

m m m m m m m m m m m m m m m m m m m m m m m m m m … Memorial Hospital of... · 2020-03-28 · Form 990 (2017) Page 2 Part III Statement of Program Service Accomplishments Check

AMBAR BAHADUR GOMBO - Nepal Police · f f m m f m m m m m m m m m m m m m m m m m m f m m m m m m m m m f f f m m m m m gender 06743678 06570269 10167633 10591882 10746341 420976-719

W い い ぃ W d - Taketoyo...m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m

L eg nda - comune.porlezza.co.it · m m m m m m m m m m m m m m m m m m))))) )))) ))))) )) ))))) ))))) ))))) ))) ))) )) )) ) )) )) ))))) ))) )) )) ))) )))))!!!!! !!!!! "J"

A N N E M M M M M M M M M M M M M M M M

letra - imageneseducativas.com · luna leonardo leche lampara letra letra repasa m m m m m m m m m m m m m m m

I · MMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMTFP ! O[A]|VFZL Z__& JØ" o _# AZSFT[ bJF• m m m m m m m m m m m m m m m m m m m m …

1:20,000m m m m m m m m m m m mm m m m m m m m m m m m mm mm m m m m m mm m m m m m m mm m m m m m m m m m m m m m m m m m m m m m m …

NPR FOUNDATION FORM 990-T EXEMPT … deduction (Generally $1,000, but see line 33 instructions for exceptions) m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m

 · PLN/m3 560 630 322 418 524 280 ... 311,34 346,12 389,52 UWAGI OKR.KJW ... 0261 0262 JEDN. MIARY m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m

NYÁRLŐRINC SZ - 1njt.hu/onkorm/attachments2/adl_id/669/238604/338556... · 2019. 2. 12. · m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m

L eg nda - Comune di Porlezza - Benvenuto in prima … · 2015-07-17 · m m m m m m m m m m m m m m m m m m))))) )))) ))))) )) ))))) )) )))) )))) ) ))) ))) ))) )) )) ) )) ))))) )))

m m m m m m m m m m m m m m m m m m m m m m m m … Indiana University Health Tipton 990H.pdf10 8675 434,651. 9,500. 425,151. 1.18 10 9985 5,470,924. 1,966,190. 3,504,734. 9.69. Schedule

c c c c c - docshare01.docshare.tipsdocshare01.docshare.tips/files/6142/61422926.pdf · m m /m m $ mm m m m m ˆ 0m1* m˚+& m "2234&m˘ m m mm m m m mmˆ m m$ m mm m m ˆ m m m +&m

m m m m m m m m m m m m m m m m m m m m ... - cfainstitute.org

m m m m m m m m m m m m m m m m m m m m m m m m m m …€¦ · Form 990 (2018) Page 2 Part III Statement of Program Service Accomplishments Check if Schedule O contains a response

m m 1 m m 20 · 2020-04-03 · m m 1 m m 20 . m m m co co m m co m m æ m m m æ 00 co eo m m m eo æ m m m i. m CD m m m m m m m m m eo 09 æ me m m

m m m m m m m m m m m m m m m m m m m m m m m m … Elkhart General Hospital 990H.pdfForm 990 (2017) Page 2 Part III Statement of Program Service Accomplishments Check if Schedule

Settimanale · 1063% 1035% 7,335, m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m m

211 f MÃMÀMÀ M M M < M M M M - New Creation Library · MÃMÀMÀ M M M < M < M M M M M

dontyscreek.files.wordpress.com · punteggio squadra: 73.0 a m m a m m a m m a m m a m m a m m a m m a m m a m m a m m a m m a m m a m m a m m a m m a m m a m m a m m a m m a m m

MO S Ängby N O M N M N M NM !! M ! ! B ... - trafikverket.se · m m r m m n m m m m m m m m m m m mj n k m m m m m m m m m m m m m m m m m m m p m n m n m m n u n n m n a m o m m

m m m m m m m m - comune.porlezza.co.it...m m m m m m m m m m m m m m m m m m m

Construção e Cidadania Europeia na Escolam m m m m m W,m m jm )m )m mmmmanalmmmmmmmmm,mj mjmmWmmmmmmmmmm mW)mmmmmmmmmmêémmmm, m m m m m m m m m m W)m jm jm m m m mmmmmmmmmmmmmmmW,m

ANJANA SHAH - cid.nepalpolice.gov.np · m m m m m m m m m m m m m f m m m m f m m m m m m m m f m m f m f m m m m f m m f f f f f gender 09367201 06673464 08645302 11154887 05551363

m m m m m m m m m m m m m m m m m m m m m ... - CFA …

Steve's Table of Screw Threads and Tap Drill Sizes ... -... 6 1 m m m m} 1 m m m m} 0 m m m m} 0 m m m m} 0 m m m m} 9 m m m m} 9 m m m m} 4 m m m m} 1 m m m m} 8 m m m m} h I MM h