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Defining the Competitive Set
Chapter 02
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Bases of Competition
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Levels of Market Competition
Product form competition Product category competition Generic competition Budget competition
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Example of Levels of Competition
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Levels of Competition: Implications for Product Strategy
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MP3 Phone Competition
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Methods for Determining Competitors
Managerial Judgment Customer-based evaluation Actual purchase Usage data and judgments
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Managerial Judgment of Competition
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Brand-Switching Matrix
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Defining Competition with Brand Choice Data
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Defining Competition with Perceptual Mapping
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Methods versus Competition Levels and Information Required
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Enterprise Competition in Financial Services
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