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10-1
MARKETING MANAGEMENT
Dealing with Competition
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10-2
Chapter Questions
• How can a firm choose and
communicate an effective position in
the market?
• What are the implications of market
evolution for marketing strategies?
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10-3
Marketing Strategy
SegmentationSegmentation
TargetingTargeting
PositioningPositioning
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10-4
Positioning
Designing the company’s
offering and image for
a distinctive place in the mind of
the target market.
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10-5
CigarettesCigarettes
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10-6
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10-7
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10-8
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10-9
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10-10
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10-12
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10-14
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10-15
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10-16
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10-17
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10-18
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10-19
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10-22
Positions?
• Pizza places?
• Bars?
• Grocery stores?
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10-23
Positioning
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A Positioning Statement
To young, activesoft-drink consumers
with little time for sleep, Mountain Dew
is the soft drink that gives you energybecause it has the most caffeine.
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11-25
Ben & Jerry’s
After watching this video,
write a positioning statement
for Ben & Jerry’s
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10-26
Defining Associations
Points-of-parity (POPs)
Points-of-difference (PODs)
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Competition isn’t always bad!
Bill Cade’s cricketsBill Cade’s crickets
Furniture industryFurniture industry
Satellite radioSatellite radio
WHEN?WHEN?
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Identifying Competitors
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Hypothetical Market Structure
10%
Market
Nichers
20%
Market
Follower
30%
Market
Challenger
40%
Market
Leader
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Best Market Leader Strategy
New customersNew customers
More usageMore usage
Expanding the Total Market
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Other Competitive Strategies
Market
Challengers
Market
NichersMarket
Followers
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Market Follower Strategies
Counterfeiter
Cloner
Imitator
Adapter
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Market Niche Strategies
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Fast Food Study
• McDonald’s is the market leader
• The “lighting rod” of criticism
• 1986 Hardee’s tries lower fat, no one follows.
• April 1991 McDonald’s introduces McLean
• July KFC and Arbys’ low fat products
• 2000 Subway becomes niche player
(sandwiches)
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Balancing Orientations
Competitor-
Centered
Customer-
Centered