市场营销战略:现代观点 Markets are constantly changing in response to customers and competitors actions Competition is, in part, a battle over that evolution Competitive advantage arises from successfully creating and shaping markets e superior value creation) Marketers balance being market driven with being market driving
市场营销战略：现代观点 ◼ Markets are constantly changing in response to customers and competitors’ actions ◼ Competition is, in part, a battle over that evolution ◼ Competitive advantage arises from successfully creating and shaping markets (I.e., superior value creation) ◼ Marketers balance being market driven with being market driving
SUPERIOR VALUE CONFIGURATIONS COMPARED TO THE AVERAGE COMPETITOR Total Benefit VALUE. VALUE. VALUE VALUE VALUE. VALUE Customer Customer Customer Customer Customer Value Profit Value Profit Value Profit Value Profit Value+ Profit Value+ Profit Price Custo Cost Cost Cost Cost Avg Differentiation Low-cost Differentiation Lower -cost Dual competitor with higher with lower advantage costs total benefit
Total Benefit SUPERIOR VALUE CONFIGURATIONS COMPARED TO THE AVERAGE COMPETITOR Avg. competitor Differentiation Low-cost Differentiation with higher costs Lower-cost with lower total benefit Dualadvantage VALUE: Customer Value + Profit VALUE: Customer Value + Profit VALUE: Customer Value + Profit VALUE: Customer Value + Profit VALUE: Customer Value + Profit VALUE: Customer Value + Profit Cost Cost Cost Cost Cost Cost Price to Customer
市场营销战略:环境分析 Context ompany Collaborators Competitors Collaborators Offering Offering Custom 4Cs分析框架
二、市场营销战略：环境分析 Company & Collaborators Competitors & Collaborators Offering Offering Customers Context 4Cs分析框架
业环境分析:波特5要素分析法 潜在进入者 供应商 购买者 替代品
行业环境分析：波特5要素分析法 行业现有 竞争者 潜在进入者 替代品 供应商 购买者
市场营销战略:公司分析
三、市场营销战略：公司分析