《营销管理》教学案例：竞争——厂家的数字游戏

《营销管理》教学案例：竞争——创市“三局

《营销管理》教学案例：竞争——你要什么样的改变

Why are you making money What will happen to that resource? Can you use your resource now to build something to replace it? Do you have any disadvantages?

Target Audience Consultants Investment analysts Entrepreneurs Product Managers

5,1消费者的价格心理与价格判断 5.2定价方法 5.3定价策略 5.4价格调整的心理策略

6,1产品生命周期不同阶段的策略 6,2新产品开发策略 6.3品牌 6.4包装装潢

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

7.1促销及其组合策略 7.2广告 7.3营业推广 7.4公共关系 7.5人员推销

More openness allows more value creation but less value capture More attractive for weaker players