logging in or signing up kotlerkeller11 basic Willi Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINTLite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 2037 Category: Education License: All Rights Reserved Like it (0) Dislike it (1) Added: February 24, 2008 This Presentation is Public Favorites: 0 Presentation Description No description available. Comments Posting comment... By: afpereira (13 month(s) ago) Thanks Saving..... Post Reply Close Saving..... Edit Comment Close By: sheryarjaved (38 month(s) ago) nice Saving..... Post Reply Close Saving..... Edit Comment Close Premium member Presentation Transcript MARKETING MANAGEMENT 12th edition: MARKETING MANAGEMENT 12th edition 11 Dealing with Competition Kotler KellerChapter 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 SubstitutesIndustry 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 globalizationIndustry Concept of Competition: Industry Concept of Competition Pure monopoly Oligopoly Monopolistic competition Pure competitionAnalyzing Competitors: Analyzing Competitors Share of market Share of mind Share of heartExpanding the Total Market: Expanding the Total Market New customers More usageFigure 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 qualityOther Competitive Strategies: Other Competitive Strategies Market challengers Market followers Market nichersMarket Challenger Strategies: Market Challenger Strategies Define the strategic objective and opponents Choose a general attack strategy Choose a specific attack strategyGeneral Attack Strategies: General Attack Strategies Frontal attack Flank attack Encirclement attack Bypass attack Guerrilla warfareSpecific 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 promotionMarket Follower Strategies: Market Follower Strategies Counterfeiter Cloner Imitator AdaptorBalancing Orientations: Balancing Orientations Competitor-centered Customer-centered You do not have the permission to view this presentation. In order to view it, please contact the author of the presentation.
kotlerkeller11 basic Willi Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINTLite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 2037 Category: Education License: All Rights Reserved Like it (0) Dislike it (1) Added: February 24, 2008 This Presentation is Public Favorites: 0 Presentation Description No description available. Comments Posting comment... By: afpereira (13 month(s) ago) Thanks Saving..... Post Reply Close Saving..... Edit Comment Close By: sheryarjaved (38 month(s) ago) nice Saving..... Post Reply Close Saving..... Edit Comment Close Premium member Presentation Transcript MARKETING MANAGEMENT 12th edition: MARKETING MANAGEMENT 12th edition 11 Dealing with Competition Kotler KellerChapter 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 SubstitutesIndustry 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 globalizationIndustry Concept of Competition: Industry Concept of Competition Pure monopoly Oligopoly Monopolistic competition Pure competitionAnalyzing Competitors: Analyzing Competitors Share of market Share of mind Share of heartExpanding the Total Market: Expanding the Total Market New customers More usageFigure 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 qualityOther Competitive Strategies: Other Competitive Strategies Market challengers Market followers Market nichersMarket Challenger Strategies: Market Challenger Strategies Define the strategic objective and opponents Choose a general attack strategy Choose a specific attack strategyGeneral Attack Strategies: General Attack Strategies Frontal attack Flank attack Encirclement attack Bypass attack Guerrilla warfareSpecific 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 promotionMarket Follower Strategies: Market Follower Strategies Counterfeiter Cloner Imitator AdaptorBalancing Orientations: Balancing Orientations Competitor-centered Customer-centered