Chap 13 market strategies
Bạn đang xem bản rút gọn của tài liệu. Xem và tải ngay bản đầy đủ của tài liệu tại đây (85.05 KB, 6 trang )
Chapter 13
Market Strategies
A. Market-Scope Strategy (TM 13-1)
1. Single-Market Strategy
2. Multimarket Strategy
3. Total-Market Strategy
B. Market-Geography Strategy (TM 13-2)
1. Local-Market Strategy
2. Regional-Market Strategy
3. National-Market Strategy
4. International-Market Strategy
C. Market-Entry Strategy (TM 13-3)
1. First-In Strategy
2. Early-Entry Strategy
3. Laggard-Entry Strategy
D. Market-Commitment Strategy (TM 13-4)
1. Strong-Commitment Strategy
2. Average-Commitment Strategy
3. Light-Commitment Strategy
E. Market-Dilution Strategy (TM 13-5)
1. Demarketing Strategy
2. Pruning-of-Marginal-Markets Strategy
3. Key-Markets Strategy
4. Harvesting Strategy
74
75 CHAPTER 13: Market Strategies
13-1
MARKET-SCOPE STRATEGY
Market-scope strategy deals with the coverage of
the market. It may incorporate:
• Single-market strategy.
• Multimarket strategy.
• Total-market strategy.
CHAPTER 13: Market Strategies 76
13-2
MARKET-GEOGRAPHY STRATEGY
Geography is a strategic variable in shaping
market strategy. Market-geography strategy may
incorporate:
• Local-market strategy.
• Regional-market strategy.
• National-market strategy.
• International-market strategy.
77 CHAPTER 13: Market Strategies
13-3
MARKET-ENTRY STRATEGY
Market-entry strategy refers to the timing of market
entry. It may incorporate:
• First-in strategy.
• Early-entry strategy.
• Laggard-entry strategy.
CHAPTER 13: Market Strategies 78
13-4
MARKET-COMMITMENT STRATEGY
Market-commitment strategy refers to the degree
of involvement a company seeks in a particular
market. It may incorporate:
• Strong-commitment strategy.
• Average-commitment strategy.
• Light-commitment strategy.
79 CHAPTER 13: Market Strategies
13-5
MARKET-DILUTION STRATEGY
Market-dilution strategy works well when the
overall benefit a company derives from a market,
either currently or potentially, is less than it could
achieve elsewhere. It may incorporate:
• Demarketing strategy.
• Pruning-of-marginal-markets strategy.
• Key-markets strategy.
• Harvesting strategy.
