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Defining the Competitive Set

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Presentation on theme: "Defining the Competitive Set"— Presentation transcript:


2 Defining the Competitive Set
Chapter 02

3 Bases of Competition

4 Levels of Market Competition
Product form competition Product category competition Generic competition Budget competition

5 Example of Levels of Competition

6 Levels of Competition: Implications for Product Strategy

7 MP3 Phone Competition

8 Methods for Determining Competitors
Managerial Judgment Customer-based evaluation Actual purchase Usage data and judgments

9 Managerial Judgment of Competition

10 Brand-Switching Matrix

11 Defining Competition with Brand Choice Data

12 Defining Competition with Perceptual Mapping

13 Methods versus Competition Levels and Information Required

14 Enterprise Competition in Financial Services

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