《营销策略》英文版 lecture 1 Marketing Strategy

15.834 Marketing Strategy Cases and lectures Letter of Complaint 15.834 Marketing Strategy

15.834 Marketing Strategy • Cases and lectures • Letter of Complaint 15.834 Mar keting Strateg y

Objectives Identify, evaluate, and develop marketing strategies Evaluate a firm's opportunities Anticipate competitive dynamics Evaluate the sustainability of competitive advantages 15.834 Marketing Strategy

Objectives • Identify, evaluate, and develop marketing strategies • Evaluate a firm’s opportunities • Anticipate competitive dynamics • Evaluate the sustainability of competitive advantages 15.834 Marketing Strategy

Target Audience Consultants Investment analysts °上 ntrepreneurs · Product managers 15.834 Marketing Strategy

Target Audience • Consultants • Investment Analysts • Entrepreneurs • Product Managers 15.834 Mar keting Strateg y

I What Is marketing Strategy? What is Marketing Strategy? Finding profit opportunities Creating Competitive Advantage Challenging Competitive Advantage Creating Corporate Advantage 15.834 Marketing Strategy

I What Is Marketing Strategy? What is Marketing Strategy? Finding Profit Opportunities Creating Competitive Advantage Challenging Competitive Advantage Creating Corporate Advantage 15.834 Mar keti ng Strate g y

uestion How can a firm earn sustained superior returns? 1. Create value 2. Capture value 3. Continue to do this A Marketing Strategy is an integrated set of choices about how we will create and capture value, over long periods of time 15.834 Marketing Strategy

Question: How can a firm earn sustained, superior returns? 1. Create value 2. Capture value 3. Continue to do this A Marketing Strategy is an integrated set of choices about how we will create and capture value, over long periods of time. 15.834 Marketing Strategy

a good marketing strategy meets three tests 1. External consistency 2. Internal consistency 3. Dynamic consistency 15.834 Marketing Strategy

A good marketing strategy meets three tests 1. External consistency 2. Internal consistency 3. Dynamic consistency 15.834 Mar keti ng Strate g y

External fit: Finding Profit Opportunities Technol uppliers Competitors←→/ Marketing→→← Complementors Strate Customers End user preferences The Environment shapes, and is shaped by, Marketing Strategy 15.834 Marketing Strategy

External fit: Finding Profit Opportunities Technology Suppliers Marketing Strategy Custo m e r s Competitors C omplementors End User Preferences The Environment shapes, and is shaped by, Marketing S trategy. 15.834 Mar keti ng Strate g y

Value creation Some definitions Value created: Customer willingness to pay supplier opportunity cost Value created by a firm value created by all value created by all others a 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 well a 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 well 15.834 Marketing Strategy

Value Creation: Some Definitions Value created: Customer willingness to pay - supplier opportunity cost Value created by a firm = Value created by all - Value created by all others A 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 well A 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 well 15.834 Mar keti ng Strate g y

Internal Fit: Creating Competitive Advantage Supplier Opportunity Cost Firm resources Competitor Resources Marketing Strategy Resource investments Customer Willingness to Pay Good 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 Strategy

Internal Fit: Creating Competitive Advantage Supplier Opportunity Cost Marketing Strategy Resource Investments Firm Resources Competitor Resources Customer Willingness to Pay Good 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 Strategy

Dynamic Fit: Challenging competitive Advantage New Technologies, New Suppliers New resources New Marketing Strategies New Needs New customers Upset the industry and resource fits of established competitors 15.834 Marketing Strategy

Dynamic Fit: Challenging Competitive Advantage New Technologies, New Suppliers New Marketing Strategies New Resources New Needs, New Customers Upset the industry and resource fits of established competitors. 15.834 Marketing Strategy