11 Dealing with Competition Marketing Management 13 th

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11 Dealing with Competition Marketing Management, 13 th ed

11 Dealing with Competition Marketing Management, 13 th ed

Balancing Orientations Competitor. Centered Customer. Centered Copyright © 2009 Pearson Education, Inc. Publishing as

Balancing Orientations Competitor. Centered Customer. 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,

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,

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 Copyright © 2009 Pearson Education, Inc.

Analyzing Competitors Objectives Strategies Competitor Actions Reaction Patterns Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Strengths & Weaknesses 11 -5

Figure 11. 4 A Competitor’s Expansion Plans Copyright © 2009 Pearson Education, Inc. Publishing

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 ©

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

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.

Expanding the Total Market New customers More usage Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 11 -9

Imperfect Competition Imperfect Competition Monopolistic Competition Monopolistic competitionImperfect Competition Imperfect Competition Monopolistic Competition Monopolistic competition
11 Dealing with Competition Marketing Management 13 th11 Dealing with Competition Marketing Management 13 th
11 Dealing with Competition Marketing Management 13 th11 Dealing with Competition Marketing Management 13 th
9 Dealing with Competition Marketing Management A South9 Dealing with Competition Marketing Management A South
11 Dealing with Competition Marketing Management 13 th11 Dealing with Competition Marketing Management 13 th
11 Dealing with Competition Marketing Management 13 th11 Dealing with Competition Marketing Management 13 th
11 Dealing with Competition Marketing Management 13 th11 Dealing with Competition Marketing Management 13 th
Analysis of Competition Dealing with the Competition PoorAnalysis of Competition Dealing with the Competition Poor