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Dealing With Competition: Marketing Management, 13 Ed

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270 views

Dealing With Competition: Marketing Management, 13 Ed

Uploaded by

rnm1987
Copyright
© Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
You are on page 1/ 9

11

Dealing
with Competition

Marketing Management, 13th ed


Balancing Orientations

Competitor- Customer-
Centered Centered

Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 11-2


Figure 1.1 Five Forces Determining
Segment Structural Attractiveness

Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 11-3


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

Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 11-4


Analyzing Competitors

Objectives

Strategies
Competitor
Actions

Reaction
Patterns Strengths &
Weaknesses

Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 11-5


Figure 11.4 A Competitor’s
Expansion Plans

Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 11-6


Strengths and Weaknesses

Share of market

Share of mind

Share of heart

Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 11-7


Table 11.2 Market Share,
Mind Share, and Heart Share

Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 11-8


Expanding the Total Market

New customers

More usage

Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 11-9

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