Chapter8 Philip Kotler Marketing PPT
Transcript of Chapter8 Philip Kotler Marketing PPT
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8
CompetitiveDynamics
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Chapter Questions
o *an #ar+et leaders e,pand the total #ar+etand de"end #ar+et share-
o shold #ar+et *hallengers atta*+ #ar+et
leaders-
o *an #ar+et "olloers or ni*hers *o#petee""e*tively-
hat #ar+eting strategies are appropriate at
ea*h stage o" the prod*t li"e *y*le-
o shold #ar+eters ad/st their strategies and
ta*ti*s "or an e*ono#i* dontrn or re*ession-
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Figure 8.1
HypotheticalMarket Structure
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Expanding the Total Market
Ne custo!ersMore usage
Additional opportnities to se the rande ays to se a rand
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"rotecting Market Share
Proa*tive 4ar+eting
De"ensive 4ar+eting
In*reasing 4ar+et %hare
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Figure 8.# Types o$
%e$ense Strategies
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Figure 8.& The Concept o$ 'pti!al
Market Share
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Market Challenger Strategies
De"ine the strategi* o/e*tive and opponents
Choose a general atta*+ strategy
Choose a spe*i"i* atta*+ strategy
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(eneral )ttack Strategies
8rontal atta*+
8lan+ atta*+
9n*ir*le#ent atta*+
:ypass atta*+
;erilla ar"are
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Market Folloer Strategies
Conter"eiterClonerI#itator
Adapter
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Market Nicher Strategies
i*hers have three tas+s< Creating ni*hes
9,panding ni*hes
Prote*ting ni*hes
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Niche Specialist *oles
9nd'$ser %pe*ialist
=erti*al'Level
%pe*ialist
Csto#er'%i!e%pe*ialist
%pe*i"i*'Csto#er
%pe*ialist ;eographi*
%pe*ialist
Prod*t'Line
%pe*ialist
>o'%hop
%pe*ialist ?ality'Pri*e
%pe*ialist
%ervi*e'%pe*ialist Channel %pe*ialist
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"roduct +i$e Cycles
1. Prod*ts have a li#ited li"e.2. Prod*t sales pass throgh distin*t stages@
ea*h posing di""erent *hallenges@
opportnities@ and prole#s to the seller.
3. Pro"its rise and "all at di""erent stages o"
the prod*t li"e *y*le.
. Prod*ts reire di""erent #ar+eting@
"inan*ial@ #an"a*tring@ pr*hasing@ andh#an resor*e strategies in ea*h li"e'
*y*le stage.
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Figure 8., Sales and
"ro$it +i$e Cycles
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Figure 8.-a
Co!!on "+C "atterns
(roth/Slu!p/Maturity
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Figure 8.-0
Co!!on "+C "atterns
Cycle/*ecycle
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Figure 8.-c
Co!!on "+C "atterns
Scalloped
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Figure 8. Style2 Fashion2 and Fad
+i$e Cycles
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Maintaining a Market )d3antage
8a*tors nderpinning long'ter# #ar+etleadership< =ision o" a #ass #ar+et Persisten*e Belentless innovation 8inan*ial *o##it#ent Asset leverage ovelty
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Strategies $or %e3eloping a
"ioneer )d3antage
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(roth/Stage Strategies
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Maturity/Stage Strategies
;roth stage< sales groth starts to slo no ne
distrition *hannels to "ill ne *o#petitive "or*es
e#erge%tale stage< sales per *apita "latten e*ase o"#ar+et satration "tre sales depend on poplation
groth and repla*e#ent de#andDe*aying #atrity< the asolte level o" sales starts
to de*line *sto#ers egin sit*hing to other
prod*ts
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Changing 4rand Course
4ar+et 4odi"i*ation
Prod*t 4odi"i*ation
4ar+eting Progra#
4odi"i*ation
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%ecline
De*lining sales
Lo *ost per *sto#er
De*lining pro"its
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Marketing in an
Econo!ic %onturn
Invest
;et *lose to
*sto#ers
Bevie dgets $se a *o#pelling
vale proposition
8ine'tne o""erings
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For *e3ie
o *an #ar+et leaders e,pand the total #ar+etand de"end #ar+et share-
o shold #ar+et *hallengers atta*+ #ar+et
leaders-
o *an #ar+et "olloers or ni*hers *o#petee""e*tively-
hat #ar+eting strategies are appropriate at
ea*h stage o" the prod*t li"e *y*le-
o shold #ar+eters ad/st their strategies and
ta*ti*s "or an e*ono#i* dontrn or re*ession-