11

Dealing
with Competition

Marketing Management, 13th ed

 Balancing Orientations

Competitor- Customer-
Centered Centered

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 Figure 1.1 Five Forces Determining
Segment Structural Attractiveness

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 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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 Analyzing Competitors

Objectives

Strategies
Competitor
Actions

Reaction
Patterns Strengths &
Weaknesses

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 Figure 11.4 A Competitor’s
Expansion Plans

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 Strengths and Weaknesses

Share of market

Share of mind

Share of heart

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 Table 11.2 Market Share,
Mind Share, and Heart Share

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 Expanding the Total Market

New customers

More usage

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