TAILIEUCHUNG - Lecture Strategic market management: Chapter 4 - David A. Aaker

Chapter 4 - Market/submarket analysis. This chapter presents the following content: Dimensions of a market/submarket analysis, emerging submarkets, actual and potential market or submarket size, market and submarket growth, market and submarket profitability analysis, cost structure, distribution systems, market trends, key success factors, risks in high-growth markets. | Chapter 4 - Market and Submarket Analysis PPT 4- Market/Submarket Analysis Chapter Four Chapter 4 - Market and Submarket Analysis PPT 4- Dimensions of a Market Analysis Emerging submarkets Actual and potential market and submarket size Market and submarket growth Market and submarket profitability Cost structure Distribution systems Trends and developments Key success factors Emerging Submarkets Relevance! Chapter 4 - Market and Submarket Analysis PPT 4- Chapter 4 - Market and Submarket Analysis PPT 4- SUV Hybrid Marketing the Wrong Product Chapter 4 - Market and Submarket Analysis PPT 4- “Having great products is not enough. You need to make what customers want to buy.” - David Aaker Chapter 4 - Market and Submarket Analysis PPT 4- Brand Preference Brand Relevance SUV Determine Brands to Consider Mercedes Select Brand to Buy Lexus BMW Mercedes Select Product Category or Subcategory Customer Decision Process Chapter 4 - Market and Submarket Analysis PPT 4-

• Quản trị kinh doanh
• Strategic market management
• Lecture Strategic market management
• Quản lý thị trường chiến lược
• Strategic analysis
• Market analysis
• Submarket analysis
• Competitor analysis
• Strategic groups
• Environmental analysis
• Strategic uncertainty
• Customer analysis
• Internal analysis
• Sustainable competitive advantage
• Business strategy challenges
• Strong brand relationship
• The customer’s sweet spot
• Energizing the business
• Leveraging the business
• The mirage of synergy
• Creating new businesses
• Managing category perceptions
• Global strategies
• The business portfolio
• Strategy structure