【正文】 4. 歲月是無情的，假如你丟給它的是一片空白，它還給你的也是一片空白。 the Competition within Them There are several factors that influence industries and petition within industries. Government regulation can significantly influence the profitability of an industry. Within the parameters set by this factor, however, there are additional factors that influence how petition works within an industry. If a number of organizations all offer similar products or services, for example, petition within the industry will typically be more intense. This is illustrated, for example, by the marketing slogans of two car rental agencies several years ago. We39。s products or services including advertising, direct response, sales promotions, and publicity. However, unless one understands the needs of the customer, the market, and the industry as well as the strengths and weaknesses of the petition, these approaches are unlikely to be successful. Strategic marketing helps an organization sharpen its focus and successfully pete in the marketplace. Strategic marketing is concerned with two ponents: The target market and the best way to municate the value of one39。 Market Niche。另外，買家能通過搜尋更低價(jià)格，更加優(yōu)質(zhì)，強(qiáng)加額外功能的產(chǎn)品和服務(wù)等給廠家施加壓力?！拔覀儗?huì)更加努力的去嘗試!”被再整合的Avis的吶喊。然而提供相似的產(chǎn)品或服務(wù)的不同組織不一定具有相同機(jī)會(huì)。在這種方法中，組織尋求獲取一種能全面銷售其類型產(chǎn)品和服務(wù)的特定市場在整個(gè)市場中的比例。例如，餐館通過降低酒的價(jià)格來實(shí)現(xiàn)更多的銷售量以彌補(bǔ)高價(jià)位時(shí)的銷售盈利。使用打孔卡在很多人的觀念中是和使用算盤一樣過時(shí)的。一部分的銷售策略能很好的決定自己在競爭中多么與眾不同。同樣，為增加工作機(jī)會(huì)的大學(xué)教育也導(dǎo)致了為贏利的高等教育機(jī)關(guān)的擴(kuò)散。銷售方針也許受組織文化的也影響，并且那得假定這發(fā)生。操作的營銷被建立在營銷策略作用和貫徹各種各樣的計(jì)劃和策略(包括適當(dāng)?shù)幕旌蠣I銷的發(fā)展)吸引顧客和促進(jìn)顧客忠實(shí)的基礎(chǔ)之上的。營銷策略審查市場以確定潛在顧客的需要，競爭者的戰(zhàn)略和市場地位，并且嘗試制定出一套能使組織在市場上獲取或維護(hù)競爭優(yōu)勢的相關(guān)戰(zhàn)略。根據(jù)美國市場協(xié)會(huì)，營銷是“一個(gè)組織效能和一套創(chuàng)造過程、交流和傳達(dá)產(chǎn)品價(jià)值給顧客、處理與顧客關(guān)系的有益于組織和它的利益共享者的方式”。一個(gè)可實(shí)行的銷售方針的發(fā)展取決于幾個(gè)關(guān)鍵維度。當(dāng)開發(fā)銷售方針時(shí)必須考慮的第二個(gè)因素是市場領(lǐng)航者。在市場上的多數(shù)軟飲料都是由提供相似產(chǎn)品的二家公司的之一制造的。一個(gè)戰(zhàn)略窗口是在市場的需要和組織的能力的之間優(yōu)選的一個(gè)限制時(shí)間段。這是通過提供比競爭對(duì)手更低的價(jià)格更優(yōu)質(zhì)的產(chǎn)品或服務(wù)來實(shí)現(xiàn)的。例如，Merrill Lynch能通過提供聯(lián)合金融服務(wù)吸引最中意的投資者以使自己與其它競爭者區(qū)分開來。這種在一個(gè)獨(dú)特的位置投入的方法使組織(通過分化的類型)更好的銷售到那些被聚焦的細(xì)分市場上而不是整體市場上。例如，如果一定數(shù)量的組織全部提供相似的產(chǎn)品或服務(wù)，那么產(chǎn)業(yè)之內(nèi)的競爭將是更加敏感強(qiáng)烈的。 特別重要鑒于此的是那些改進(jìn)價(jià)格和表現(xiàn)(即提供低價(jià)的同一質(zhì)量或提供同一價(jià)格的更多質(zhì)量)之間的關(guān)系的、由行業(yè)高贏利商家生產(chǎn)的新產(chǎn)品。s marketing effort to be successful, it needs to be based on a strategic marketing plan to help ensure that the goals and objectives of the effort are appropriate to the needs of the marketplace. Strategic marketing examines the marketplace to determine the needs of potential customers, the strategy and market position of the petitors, and attempts to develop a strategy that will enable the organization to gain or maintain a petitive advantage in the marketplace. There are a number of factors that should impact the development of a strategic marketing plan. These include internal factors such as the assets and skills of the organization and the organizational culture as well as external factors such as various market drivers, market or industry lifestyle, strategic windows, and the nature of the petition. An optimal strategic marketing plan will also follow a contingency approach that allows flexibility in meeting the unique set of factors that govern the marketplace and the organization39。 Strategic Marketing Strategic Marketing Overview No matter how good the organization39。s minds as using an abacus. Once the strategic window begins to close, it is typically best that the organization look for another opportunity.Development of Competitive Strategy To help meet their goals and objectives, many businesses develop a petitive strategy that will increase their petitive advantage. There are three generic approaches for petitive strategies: (1) the provision of low cost products or services, (2) differentiation of products from those of the pet