dealing with competition.ppt

MARKETING MANAGEMENT 12th edition11 Dealing with CompetitionKotlerKeller1Chapter QuestionsnHow do marketers identify primary competitors?nHow should we analyze competitors’ strategies, objectives, strengths, and weaknesses?nHow can market leaders expand the total market and defend market share?nHow should market challengers attack market leaders?nHow can market followers or nichers compete effectively?2Figure 1.1 Five Forces Determining Segment Structural AttractivenessnPotential entrantsnSuppliersnBuyersnIndustry competitorsnSubstitutes3Industry Concept of CompetitionnNumber of sellers and degree of differentiationnEntry, mobility, and exit barriersnCost structurenDegree of vertical integrationnDegree of globalization4Industry Concept of CompetitionnPure monopolynOligopolynMonopolistic competitionnPure competition5Analyzing CompetitorsnShare of marketnShare of mindnShare of heart6Expanding the Total MarketnNew customersnMore usage7Figure 11.6 Six Types of Defense StrategiesnDefendernFlanknPreemptivenCounteroffensivenMobilenContraction8Factors Relevant to Pursuing Increased Market SharenPossibility of provoking antitrust actionnEconomic costnPursuing the wrong marketing-mix strategynThe effect of increased market share on actual and perceived quality9Other Competitive StrategiesnMarket challengersnMarket followersnMarket nichers10Market Challenger StrategiesnDefine the strategic objective and opponentsnChoose a general attack strategynChoose a specific attack strategy11General Attack StrategiesnFrontal attacknFlank attacknEncirclement attacknBypass attacknGuerrilla warfare12Specific Attack StrategiesnPrice discountsnLower-priced goodsnValue-priced goodsnPrestige goodsnProduct proliferationnProduct innovationnImproved servicesnDistribution innovationnManufacturing-cost reductionnIntensive advertising promotion13Market Follower StrategiesnCounterfeiternClonernImitatornAdaptor14Balancing OrientationsnCompetitor-centerednCustomer-centered15MARKETING MANAGEMENT 12th edition12 Setting Product StrategyKotlerKeller16Chapter QuestionsnWhat are the characteristics of products and how can they be classified?nHow can companies differentiate products?nHow can a company build and manage its product mix and product lines?nHow can companies combine products to create strong co-brands or ingredient brands?nHow can companies use packaging, labeling, warranties, and guarantees as marketing tools?17ProductAnything that can be offered to a market to satisfy a want or need.18Figure 12.2 Five Product LevelsnCore benefitnBasic productnExpected productnAugmented productnPotential product19Product Classification SchemesnDurabilitynTangibilitynUse20Durability and TangibilitynNondurable goodsnDurable goodsnServices21Consumer Goods ClassificationnConveniencenShoppingnSpecialtynUnsought22Industrial Goods ClassificationnMaterials and partsnCapital itemsnSupplies/business services23Product DifferentiationnProduct formnFeaturesnPerformancenConformancenDurabilitynReliabilitynReparabilitynStylenDesignnOrdering easenDeliverynInstallationnCustomer trainingnCustomer consultingnMaintenance24The Product HierarchynNeed familynProduct familynProduct classnProduct linenProduct typenItem25Product Systems and MixesnProduct systemnProduct mixnProduct assortmentnDepthnLengthnWidthnConsistency26Product Line AnalysisnCore productnStaplesnSpecialtiesnConvenience items27Line StretchingnDown Market StretchnUp-Market StretchnTwo-Way Stretch28Product-Mix PricingnProduct-line pricingnOptional-feature pricingnCaptive-product pricingnTwo-part pricingnBy-product pricingnProduct-bundling pricing29Packaging: The 5th PAll the activities of designing and producing the container for a product.30Packaging has been influenced by:nSelf-servicenConsumer affluencenCompany and brand imagenInnovation opportunity31Functions of LabelsnIdentifiesnGradesnDescribesnPromotes32。