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1、Institutional Markets,Government Markets,Review,How Business & Consumer Markets Differ Organizational Buying Situations Participants in the Business Buying Process Major Influences on Organizational Buyers Business Buyer Decision Making Institutional & Government Buying,Chapter 8,Dealing with the Co
2、mpetition,Objectives,Identifying Competitors Evaluating Competitors Competitive Intelligence Systems Competitive Strategies Customer vs. Competitor Orientation,Induce your competitors not to invest in those products, markets and services where you expect to invest the most that is the fundamental ru
3、le of strategy.Bruce Henderson, Founder of BCG,There is nothing more exhilarating than to be shot at without result.Winston Churchill,Five Forces Determining Segment Structural Attractiveness,Barriers and Profitability,Low, risky returns,Industry Competition,Number of Sellers - Degree of Differentia
4、tion Entry, Mobility, Exit barriers Cost Structure Degree of Vertical Integration Degree of Globalization,Strategic Groups in the Major Appliance Industry,Group A Narrow line Lower mfg. cost Very high service High price,Group D Broad line Medium mfg. cost Low service Low price,Group C Moderate line
5、Medium mfg. cost Medium service Medium price,Group B Full line Low mfg. cost Good service Medium price,Analyzing Competitors,Competitors Expansion Plans,Hypothetical Market Structure & Strategies,Expand Market,Defend Market Share,Expand Market Share,Attack leader,Status quo,Imitate,Special- ize,Defe
6、nse Strategies,Attacker,Defender,(1) Position defense,(6) Contraction defense,Optimal Market Share,Attack Strategies,Specific Attack Strategies,Price-discount Cheaper goods Prestige goods Product proliferation Product innovation Improved services Distribution innovation Manufacturing cost reduction
7、Intensive advertising promotion,“Nichemanship”,End-user specialist Vertical-level specialist Customer-size specialist Specific-customer specialist Geographic specialist Product or product-line specialist Product-feature specialist Job-shop specialist Quality-price specialist Service specialist Chann
8、el specialist,Balance,Competition,Customer,+ Fighter orientation,+ Alert,+ Exploit weaknesses,- Reactive,+ ID opportunities,+ Long-run profit,+ Emerging needs & groups,Review,Identifying Competitors Evaluating Competitors Competitive Intelligence Systems Competitive Strategies Customer vs. Competito
9、r Orientation,Chapter 9,Identifying Market Segments and Selecting Target Markets,Objectives,Identifying Market Segments Choosing Target Markets,Steps in Market Segmentation, Targeting,and Positioning,Basic Market-Preference Patterns,Market-Segmentation Procedure,Survey Motivations Attitudes Behavior
10、 Analysis Factors Clusters Profiling,Bases for Segmenting Consumer Markets,Demographic,Age, Gender, Family size and Life cycle, Race, Occupation, or Income .,Bases for Segmenting Business Markets,Demographic Operating Variables Purchasing Approaches Situational Factors Personal Characteristics,Measu
11、rable,Accessible,Substantial,Differential,Actionable,Effective Segmentation,Heavy and Light Users of Common Consumer Products,Additional Segmentation Criteria,Ethical Choice of Market Targets Segment Interrelationships & Supersegments Segment-by-Segment Invasion Plans Intersegment Cooperation,Five P
12、atterns of Target Market Selection,Segment-by-Segment Invasion Plan,Review,Identifying Market Segments Choosing Target Markets,Chapter 10,Positioning and Differentiating Market Offerings over the Life Cycle,Objectives,Identify Differentiating Attributes Choosing & Communicating Effective Positioning
13、 Marketing Strategies Along the Product Life Cycle Marketing Strategy & Market Evolution,The BCG Competitive Advantage Matrix,Volume,Fragmented,Stalemated,Specialized,Product Differentiation,Form,Fea- tures,Perfor- mance,Quality,Conform- ance Quality,Dura- bility,Relia- bility,Repair- ability,Style,
14、Design,Delivery,Services Differentiation,Ordering Ease,Maintenance & Repair,Customer Training,Installation,Customer Consulting,Differentiation,Personnel Channel,Media,Atmosphere,Symbols,Events,Image Differentiation,Differences Worth Establishing,Affordable,Superior,Profitable,Preemptive,Distinctive,
15、Important,Positioning is the act of designing the companys offering and image to occupy a distinctive place in the the target markets mind. P 298,Perceptual Map,Sales & Profit Life Cycles,Four Introductory Marketing Strategies,Rapid- skimming strategy,Rapid- penetration strategy,Slow- penetration st
16、rategy,Slow- skimming strategy,Maturity Stage,Market Modification Product Modification Marketing-Mix Modification,Decline Stage,Decrease investment Resolve uncertainties - stable investment Selective niches Harvesting Divesting,Market Evolution,Emergence Growth Maturity Decline,Market-Fragmentation and Market-Consolidation Strategies,Review,Identify Differentiating Attributes Choosing & Communicating Effective Positioning Marketing Strategies Along the Product Life Cycle Marketing Strategy & Market Evolution,
