Professional Documents
Culture Documents
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?
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Identifying Competitors
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Share of mind
Share of heart
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Steps in Benchmarking
Determine which functions or processes to benchmark Identify the key performance variables to measure Identify the best-in-class companies Measure the performance of best-inclass companies
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Market Followers
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall
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Flank Attack
Bypass Attack
Guerrilla Warfare
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 11-23
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Balancing Orientations
CompetitorCentered
CustomerCentered
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Marketing Debate
How do you attack a category leader? Take a position: 1. The best way to challenge a leader is to attack its strengths. or 2. The best way to attack a leader is to avoid a head-on assault and to adopt a flanking strategy.
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 11-30
Marketing Discussion
Pick an industry. Classify firms according to the four different roles they might play. How would you characterize the nature of competition? Do the firms follow the principles described in this chapter?
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 11-31