Lecture Marketing management - Chapter 11: Competitive dynamics Expanding the total market, new ways to use a brand, market challenger strategies, general attack strategies, market follower strategies, niche specialist roles, maintaining a market advantage,... And other contents.
Trang 111 Competitive Dynamics
1
Trang 2Copyright © 2011 Pearson Education, Inc Publishing as Prentice Hall 11-2
Chapter Questions
How can market leaders expand the total
market and defend market share?
How should market challengers attack market leaders?
How can market followers or nichers compete effectively?
What marketing strategies are appropriate at each stage of the product life cycle?
How should marketers adjust their strategies and tactics for an economic downturn or
recession?
Trang 3Figure 11.1
Hypothetical
Market Structure
Trang 4Expanding the Total Market
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Trang 5New Ways to Use a Brand
Trang 6Protecting Market Share
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Responsive anticipation
Creative anticipation
Trang 7Figure 11.2 Types of
Defense Strategies
Trang 8Figure 11.3 The Concept of
Optimal Market Share
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Trang 9Market Challenger Strategies
Define the strategic objective and opponents
Choose a general attack strategy
Choose a specific attack strategy
Trang 10Copyright © 2011 Pearson Education, Inc Publishing as Prentice Hall 11-10
General Attack Strategies
Trang 11Specific Attack Strategies
Manufacturing-cost reduction
Intensive advertising promotion
Trang 12Market Follower Strategies
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Trang 13Market Nicher Strategies
Trang 14Niche Specialist Roles
Job-Shop Specialist
Quality-Price Specialist
Service-Specialist
Channel Specialist
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Trang 15Product Life Cycles
Trang 16Figure 11.4 Sales and
Profit Life Cycles
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Trang 17Figure 11.5a
Common PLC Patterns:
Growth-Slump-Maturity
Trang 19Figure 11.5c
Common PLC Patterns:
Scalloped
Trang 20Figure 11.6 Style, Fashion, and Fad Life Cycles
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Trang 21Maintaining a Market Advantage: Trivial Pursuit
Trang 22Strategies for Developing a
Pioneer Advantage
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Trang 23Growth Stage Strategies
Trang 24Copyright © 2011 Pearson Education, Inc Publishing as Prentice Hall 11-24
Trang 25Changing Brand Course
Market Modification
Product Modification Marketing Program
Modification
Trang 28A Compelling Value Proposition
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Trang 29For Review
How can market leaders expand the total
market and defend market share?
How should market challengers attack market leaders?
How can market followers or nichers compete effectively?
What marketing strategies are appropriate at each stage of the product life cycle?
How should marketers adjust their strategies