某管理学院营销策略英文版课件

15.834 Marketing Strategy15.834 Marketing StrategyCases and lecturesLetter of Complaint15.834 Marketing StrategyObjectivesIdentify,evaluate,and develop marketing strategiesEvaluate a firms opportunitiesAnticipate competitive dynamicsEvaluate the sustainability of competitive advantages15.834 Marketing StrategyTarget AudienceConsultantsInvestment AnalystsEntrepreneursProduct Managers15.834 Marketing StrategyI What Is Marketing Strategy?What is Marketing Strategy?Finding Profit OpportunitiesCreating Competitive AdvantageChallenging Competitive AdvantageCreating Corporate Advantage15.834 Marketing StrategyQuestion:How can a firm earn sustained,superior returns?1.Create value2.Capture value3.Continue to do thisA Marketing Strategy is an integrated set of choices about how we will create and capture value,over long periods of time.15.834 Marketing StrategyA good marketing strategy meets three tests1.External consistency2.Internal consistency3.Dynamic consistency15.834 Marketing StrategyExternal fit:Finding Profit OpportunitiesMarketingStrategyTechnologySuppliersCustomersCompetitorsComplementorsEnd User PreferencesThe Environment shapes,and is shaped by,Marketing Strategy.15.834 Marketing StrategyValue Creation:Some DefinitionsValue created:Customer willingness to pay-supplier opportunity costValue created by a firm=Value created by all-Value created by all othersA player is your competitor if-customers value your product less when they have hers as well-suppliers value your business less when they have hers as wellA player is your complementor if-customers value your product more when they have his as well-suppliers value your business more when they have his as well15.834 Marketing StrategyInternal Fit:Creating Competitive AdvantageSupplier Opportunity CostMarketingStrategyFirm ResourcesCompetitor ResourcesResource InvestmentsCustomer Willingness to PayGood marketing strategies are based on resource advantages and the latter are created by speed or gambles;often in areas where resources are not priced out directly or in the cover of competitor ignorance.15.834 Marketing StrategyDynamic Fit:Challenging Competitive AdvantageUpset the industry and resource fits of established competitors.New Technologies,New SuppliersNew ResourcesNew Marketing StrategiesNew Needs,New Customers15.834 Marketing StrategyCorporate Advantage adds value to multiple businesses.Corporate ResourcesCorporate Marketing StrategiesBusiness 1Business 215.834 Marketing StrategyII Finding Profit OpportunitiesWhat is Marketing Strategy?Finding Profit OpportunitiesCreating Competitive AdvantageChallenging Competitive AdvantageCreating Corporate AdvantageLobstersDisneyComputer gamesBrowsers15.834 Marketing Strategyto decide on entry/exitto assess the effect of a major changeto position your firm to succeed in a given environmentto shape the environmentTo craft an effective marketing strategy,you must take account of the environmentBut the environment is enormously complexYou need structured ways of thinking about it to capture the richness but separate signal from noise15.834 Marketing StrategySome Complementary ApproachesClassical Economics(Supply and Demand)“Old”Industrial Organization Economics(5 forces)Non cooperative Game Theory(Oligopoly equilibrium)Cooperative Game Theory(Value net)15.834 Marketing StrategyFrom Supply/Demand to 5 ForcesWhat determines the long run supply/demand balance?(entry/exit barriers)What determines the effect of a temporary imbalance on profitability?(price wars/bargaining powers)We need to know the determinants of the position and shape of the 2 curves.15.834 Marketing StrategyUsing the 5 ForcesIdentify long-run industry profitabilityIdentify pressures on profitsIdentify ways to alter industry structureIdentify attractive positions15.834 Marketing StrategyFrom 5 Forces to Non Cooperative Game TheoryIf you are so smart why arent others?What would you pay to get into an attractive industry?We need to know what the entry barriers are,and who will get over them.Game TheoryRBV15.834 Marketing StrategyUsing Non-Cooperative Game TheoryForecast industry evolutionDecide on entry/exitIdentify critical competitorsDecide which game you want to play15.834 Marketing StrategyHorizontal Trading Relationships:Forecasting Industry Evolution with Increasing ReturnsIncreasing returns are the tendency for that which is ahead to get further ahead,and for that which loses advantage to lose further advantagesmall differences in initial conditions can cause large differences in long-run outcomesex:Network effects can dwarf product effects.“Better”products can lose out to products that“fit better”.15.834 Marketing StrategyFor Vertical Trading Relationships:From Non-Cooperative to Cooperative Game TheoryWhich game do we all want to play?How can we avoid killing each other?In the long run we would expect the most efficient industry structure-that which creates most value in total.Splitting the pie is another question.15.834 Marketing StrategyCoo