对外经济贸易大学：《营销学原理》课程教学资源（授课教案，2007）Session 06 Company and Marketing Strategy

Principles of Marketing 6-1 Session 6 Company and Marketing Strategy Text:Chapter 2,Appendix 2 雒對酒价置昌大孝 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 6－1 Company and Marketing Strategy Principlesof Marketing Session 6 Text: Chapter 2, Appendix 2

Outline 6-2 I.Discussion on Strategy II.What is Strategic Planning III.Steps in Strategic Planning IV.Planning Functional Strategies 對逐（价置易大号 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 6－2 Outline I. Discussion on Strategy II. What is Strategic Planning III. Steps in Strategic Planning IV. Planning Functional Strategies

I.Discussion on Strategy :封至（竹宜多大差 国际商学院市场营销学系 University of Intemational Business

I. Discussion on Strategy 国际商学院 市场营销学系

I.Discussion on Strategy 6-4 1. What is Strategy? 2. Competitive Strategies in Different Positions 3.Three Generic Strategies 4.The Five Determinants of Industry Profitability 5.Alternative Views of Strategy 對至（竹置多大孝 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 6－4 I. Discussion on Strategy 1. What is Strategy? 2. Competitive Strategies in Different Positions 3. Three Generic Strategies 4. The Five Determinants of Industry Profitability 5. Alternative Views of Strategy

1.What is Strategy? 6-5 Where I am? Where I am going? How to go there? 對计至（的宜多大孝 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 6－5 Where I am? How to go there? Where I am going? 1. What is Strategy?

2.Competitive Strategies for Marketers in Different Positions 6-6 Market Leader Market Challenger Market Follower Market Nicher 篮對酒价置影大兰 国际商学院市场营销学系 University of Intemational Business and Economic

国际商学院 市场营销学系 6－6  Market Leader  Market Challenger  Market Follower  Market Nicher 2. Competitive Strategies for Marketers in Different Positions

3.Three Generic Strategies 6-7 >Cost leadership Differentiation Focus Michael E.Porter 篮對酒价置影大兰 国际商学院市场营销学系 University of Intemational Business and Economic

国际商学院 市场营销学系 6－7 Michael E. Porter 3. Three Generic Strategies  Cost leadership  Differentiation  Focus

Generic Strategies 6-8 TARGET MARKET Narrow Broad Focused Product Narrow Product Differentiation Differentiation Mix Width Wide Cost Cost Focus Leadership Michael E.Porter 篮對酒价置邑大孝 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 6－8 Generic Strategies TARGET MARKET Narrow Broad Product Mix Width Narrow Wide Focused Differentiation Product Differentiation Cost Focus Cost Leadership Michael E. Porter

4.The Five Competitive Forces that Determine Industry Profitability 6-9 Potential Entrants Threat of New Entrants Industry Bargaining Competitors Bargaining Power Power Of suppliers of Buyers Suppliers Buyers Rivalry Among Existing Firms Threat of Substitute Products or Services Michael E.Porter Substitutes 對至（竹置多大芳 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 6－9 Potential Entrants Industry Competitors Rivalry Among Existing Firms Suppliers Buyers Substitutes Threat of New Entrants Bargaining Power Of suppliers Bargaining Power of Buyers Threat of Substitute Products or Services 4. The Five Competitive Forces that Determine Industry Profitability Michael E. Porter

Threat of Substitute Products or Services 6-10 Kodak 柯达 金瓜港 36 7.0 作者：Peter Cohan译者：于波 “How Success Killed Eastman Kodak” http://marketing.uibe.edu.cn/news/View_News.aspx?systemName=YXNewsInfo&NewsId=1574 Kodak 對至（竹宜多大差 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 6－10 Threat of Substitute Products or Services 作者：Peter Cohan 译者：于波 “How Success Killed Eastman Kodak” http://marketing.uibe.edu.cn/news/View_News.aspx?systemName=YXNewsInfo&NewsId=1574