资源描述：
《Analysis of Competition》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。
1、AnalysisofCompetition1AnalysisofCompetitionWeallunderstandthebasicideaofcompetitioninbusiness.Twoormoreorganizationssimultaneouslyattempttosecurethesameresources.Inmarketing,wetypicallyseethisasacompetitionforcustomersandtheirmoney,thoughcompetitioniscertainlynotlimitedtocustomers.Asno
2、tedearlierinourdiscussionofcompetitiveadvantage,marketerscompeteforanykindofresource.However,inthesenotes,wewilllimitthediscussiontocompetitionforcustomers.Youshouldbearinmindacoupleofrelatedpointstocompetition.First,youdonotnecessarilycompetewithfirmswhocompetewithyou.Thatis,justbecau
3、seonecompanyhasidentifiedmeasacompetitordoesnotmeanIsimilarlydesignatethatcompany.Forquitesometime,TacoBellhasencouragedcustomersto“thinkoutsidethebun”orto“livemas,”bothreferencestobreakingawayfromthedominanceofsandwichesinfastfood.I’mcertainthattheiraggressivecampaigndidn’tgounnoticed
4、byMcDonalds.However,McDonaldsneverresponded.Thisleadstothesecondpoint.Justbecauseafirmhasdesignatedyouastheircompetitiondoesnotmeanthatyouhavetorespond.IfMcDonaldsfeltthatTacoBell’scampaignwashurtingtheirbusiness,theywouldcertainlyrespondinsomeway.However,sometimesthebestresponseistoju
5、stkeepdoingwhatyou’redoing.THENATUREOFCOMPETITIONINMARKETINGOffenseversusDefenseFormarketers,competitiontakesontwodimensions.Oneisdefendingcurrentcustomersfromrivalfirms.Asnotedabove,manyfirmsdonotresponddirectlyorimmediatelywhenrivalstrytolurecustomersaway,aswasthecasewithMcDonaldsand
6、TacoBell.Othertimes,firmsdorespond.AgoodexamplecameacoupleofyearsagowhenMicrosoftlaunchedthe“I’maPC”campaigntocounterthefamousseriesofcommercialsfromApplethatportrayedMacusersasyoung,attractive,andhipwhileWindowsuserswereshownasold,stuffyandbumbling.Keepingcurrentcustomersisparticularl
7、yimportantbecausecurrentcustomerspaythebillsnow.Moreover,currentcustomersaretypicallyfarmoreprofitablethangettingnewcustomersbecauseservingcurrentcustomersisfarlessexpensive.Moreover,loyalcurrentcustomersfrequentlymakeupadisproportionatelylargepercentageofsales(rememberthe“icebergpri
