1. Dealing with Competition11
Dealing with Competition
Marketing Management, 13th ed

2. Balancing Orientations
Competitor-
Centered
Customer-
Centered
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3. Figure 1.1 Five Forces Determining Segment Structural Attractiveness
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4. 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
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5. Analyzing Competitors
Objectives
Competitor
Actions
Strategies
Strengths &
Weaknesses
Reaction
Patterns
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6. Figure 11.4 A Competitor’s Expansion Plans
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7. Strengths and Weaknesses
Share of market
Share of mind
Share of heart
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8. Table 11.2 Market Share, Mind Share, and Heart Share
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9. Expanding the Total Market
New customers
More usage
Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall