【正文】 ”驚嘆的赫茲。 顧客，同樣，能影響競(jìng)爭(zhēng)在產(chǎn)業(yè)之內(nèi)的本質(zhì)。同時(shí)競(jìng) 爭(zhēng)將傾向于隨之增加。 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。這給顧客對(duì)更高規(guī)格、更緊的最后期限和低成本的產(chǎn)品要求更大的談判空間。一些力圖滿足那些要求的組織將具備競(jìng)爭(zhēng)優(yōu)勢(shì)。如果只有一個(gè)或極個(gè)別零件或物質(zhì)的供應(yīng)商，那么駕馭這類商品的不再是此行業(yè)組織而是少數(shù)供應(yīng)商了。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 anization 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 anization and the anizational 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 anization39。 Competitive Strategy。 Market Share。 Marketing Plan。 Strategic Marketing Strategic Marketing Overview No matter how good the anization39。 Service Marketing There a number of ways to market one39。s product or service to that market. The development of a viable marketing strategy depends on several key dimensions. First, as with any global strategy within the anization, a successful marketing strategy needs to be endorsed by top management within the anization. Marketing strategy is also political in nature: Powerful units within the anization may disagree on the best marketing strategy and an accord may need to be negotiated. Marketing strategies may also be affected by anizational culture and the assumptions that this engenders. For example, if the anization has always marketed its widgets to business executives, it may fail to see the potential for marketing to lower level personnel within the anization or even for personal use to adults or teenagers. Factors that Implement Strategic Marketing Plan Development There are a number of factors that should impact the development of a strategic marketing plan for the anization. The first of these prises the assets and skills that the anization already possesses or that it can readily acquire. For example, if an anization has a significant programming department on the payroll, it would be feasible for it to make and market application software. However, if these personnel are already involved in other work and are not free to work on a new software project and the anization cannot afford to hire additional programmers, starting a new software line would be inadvisable at best. The second factor that must be considered when developing a marketing strategy is the market drivers. These are various political, economic, sociocultural, and technological forces that can influence the wants and needs of the consumer base. For example, the need to be able to handle increasing volumes of information and data has led to widespread use of information technology in many industries. Similarly, the need for a college education for an increasing number of jobs has led to a proliferation of forprofit institutions of higher education. Factors Impacting Marketing Strategy Market drivers, however, are not the