Presentation Transcript
MARKETING MANAGEMENT 12th edition: MARKETING MANAGEMENT 12th edition 11
Dealing with Competition Kotler Keller
Chapter Questions: Chapter Questions How do marketers identify primary competitors?
How should we analyze competitors’ strategies, objectives, strengths, and weaknesses?
How can market leaders expand the total market and defend market share?
How should market challengers attack market leaders?
How can market followers or nichers compete effectively?
Figure 1.1 Five Forces Determining Segment Structural Attractiveness: Figure 1.1 Five Forces Determining Segment Structural Attractiveness Potential entrants
Suppliers
Buyers
Industry competitors
Substitutes
Industry Concept of Competition: Industry Concept of Competition Number of sellers and degree of differentiation
Entry, mobility, and exit barriers
Cost structure
Degree of vertical integration
Degree of globalization
Industry Concept of Competition: Industry Concept of Competition Pure monopoly
Oligopoly
Monopolistic competition
Pure competition
Analyzing Competitors: Analyzing Competitors Share of market
Share of mind
Share of heart
Expanding the Total Market: Expanding the Total Market New customers
More usage
Figure 11.6 Six Types of Defense Strategies: Figure 11.6 Six Types of Defense Strategies Defender
Flank
Preemptive
Counteroffensive
Mobile
Contraction
Factors Relevant to Pursuing Increased Market Share: Factors Relevant to Pursuing Increased Market Share Possibility of provoking antitrust action
Economic cost
Pursuing the wrong marketing-mix strategy
The effect of increased market share on actual and perceived quality
Other Competitive Strategies: Other Competitive Strategies Market challengers
Market followers
Market nichers
Market Challenger Strategies: Market Challenger Strategies Define the strategic objective and opponents
Choose a general attack strategy
Choose a specific attack strategy
General Attack Strategies: General Attack Strategies Frontal attack
Flank attack
Encirclement attack
Bypass attack
Guerrilla warfare
Specific Attack Strategies: Specific Attack Strategies Price discounts
Lower-priced goods
Value-priced goods
Prestige goods
Product proliferation Product innovation
Improved services
Distribution innovation
Manufacturing-cost reduction
Intensive advertising promotion
Market Follower Strategies: Market Follower Strategies Counterfeiter
Cloner
Imitator
Adaptor
Balancing Orientations: Balancing Orientations Competitor-centered
Customer-centered