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