【文章內(nèi)容簡介】 s products. Flanking is in the best tradition of modern marketing that holds that the purpose of marketing is to discover needs and satisfy them. Flanking is particularly attractive to challengers with fewer resources.MARKETING DISCUSSIONPick an industry. Classify firms according to the four different roles they might play: leader, challenger, follower, or nicher. How would you characterize the nature of petition? Do the firms follow the principles described in the chapter? Suggested Response:Student answers will differ according to the industries picked and the role the firms play in that industry. All answers should contain some of the following:Leaders: largest market share, leads on price changes, newproduct introductions, distribution coverage, and promotional intensity. Have products that generally hold a distinctive position in the minds of the consumers. Can use strategies that expand the total market demand: (new customers—marketpenetration strategies, newmarket segment strategies, geographicexpansion strategies).More usage (level of quantity or frequency of consumption). Protect its current market share through good defensive (position defenses, flank defense, preemptive defense, counteroffensive defense, mobile defense, contraction defense). Challengers, followers: can attack the leader for increased market share, (challengers), or followers (“not rock the boat”), through: Frontal attack. Encirclement attack. Flank attack. Bypass attack. Guerrilla warfare. MARKETING SPOTLIGHT—AccentureDiscussion Questions:1) What have been the key success factors for Accenture?a. Niche marketing to the professional services area in management and technology consulting. 2) Where is Accenture?a. Niche marketer3) What should it watch out for?a. Decline or closing of the niche b. Increased petition in the niche by larger firms.4) What remendations would you make to senior marketing executives going forward?a. Review its niche to see if it is performing services that others cannot or are unwilling to perform. 5) What should the pany be sure to do with its marketing? a. Emphasize the advantages of a niche marketer: Knowing the target customers so well that it meets their needs better than other firms selling to this niche casually.DETAILED CHAPTER OUTLINE Building strong brands requires a keen understanding of petition, and petition grows more intense every year. New petition is ing from all directions—from global petitors。 from online petitors。 from private label and store brands。 and from brand extensions from strong megabrands leveraging their strengths to move into new categories. Too effectively, devise and implement the best possible brand positioning strategies, panies must pay keen attention to their petitors. COMPETITIVE FORCES Michael Porter has identified five forces that determine the intrinsic longrun attractiveness of a market or market segment: industry petitors, potential entrants, substitutes, buyers, and suppliers. The threats these forces pose are as follows: Figure shows Michael Porter’s model.A) Threats of intense segment rivalry.B) Threat of new entrants.C) Threat of substitute products.D) Threats of buyers’ growing bargaining power.E) Threat of suppliers’ growing bargaining power. Review Key Definition here: Michael Porter’s ModelIDENTIFYING COMPETITORS It would seem a simple task for a pany to identify its petitors. However, the range of a pany’s actual and potential petitors can be very broad. A) Many businesses failed to look to the Internet for their most formidable petitors. Industry Concept of Competition What exactly is an industry? An industry is a group of firms that offer a product or class of products that are close substitutes for one another. A) Industries are classified according to: 1) Number of sellers2) Degree of product differentiation3) Presence or absence of entry4) Mobility 5) Exit barriers6) Cost structure7) Degree of vertical integration8) Degree of globalizationNumber of Sellers and Degree of Differentiation The starting point for describing an industry is to specify the number of sellers and whether the product is homogeneous or highly differentiated. These characteristics give rise to four industry structure types:A) Pure monopoly.B) Oligopoly.C) Monopolistic petition.D) Pure petition. An industry’s petitive structure can change over time. Entry, Mobility, and Exit Barriers Industries differ greatly in ease of entry. A) Major entry barriers include:1) High capital requirements.2) Economies of scale.3) Patents and licensing.4) Scarce locations.5) Raw material.B) Even after a firm enters an industry, it might face mobility barriers when it tries to enter more attractive market segments. C) Firms often face exit barriers such as:1) Legal or moral obligations.2) Government restrictions.3) Low asset salvage value.4) Lack of alternative opportunities.5) High vertical integration.6) Emotional barriers.Cost Structure Each industry has a certain cost burden that shapes