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Marketing Management: Dr. Mohamed Hesham Mansour
Marketing Management: Dr. Mohamed Hesham Mansour
Marketing Management: Dr. Mohamed Hesham Mansour
Marketing Management
MARKETING MANAGEMENT
12th edition
Kotler
Keller
Chapter Questions
How do marketers identify primary competitors? How should we analyze competitors strategies, objectives, strengths, and weaknesses? How can market leaders expand the total market and defend market share? How should market challengers attack market leaders? How can market followers or nichers compete effectively?
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Identifying Competitors
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Analyzing Competitors
Share of market
Share of mind
Share of heart
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Analyzing Competitors
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1. Position Defense Fortification around ones territory. (e.g.) Maginot Line It is static and it is a form of marketing myopia
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2. Flanking Defense To protect weak fronts against possible invasion Of little value if lightly defended
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3. Preemptive Defense
Launch an attack on the enemy before it start its offense An Ounce of Prevention is Worth More than a Pound of Cure Could be a guerilla action across the market to keep every one off-balance Using market signals to demoralize competitors It could extend to a real punishment for competitors 11-19
4. Counteroffensive Defense When attacked respond with a counter attack Counterattacks could be frontal or flank attacks
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5. Mobile Defense Stretch domain over new territories that can serve as future centers for defense and offense (strategic depth) Market broadening and market diversification
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6. Contraction Defense Useful when forces are spread too thin and competitors are attacking several fronts. Strategic withdrawal by giving up the weaker territories and reassigning forces to stronger territories.
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Profitability rises with relative increase in market share , but three facts should be considered: 1. Competitors retaliation 2. Economic cost 3. Select the right market mix
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Market Challenger
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1. Frontal attack ( Head on) Attacking strengths rather than its weaknesses Matching opponents product, advertising, price, and so on Attacking forces to be at least 3:1 advantage in combat fire power. Modified frontal attack.
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attacks.
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3. Encirclement attack Launching a grand offensive on several fronts. Offering the market everything the opponent offers and more so that the offer is unrefusable Makes sense where the aggressor commands superior resources.
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4. Bypass Attack Bypassing the enemy and attacking easier markets to broaden ones resource base :
a. Diversifying into unrelated products. b. Diversifying into new geographical markets for existing products . c. Leap frogging into new technologies to supplement existing products
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5.
Guerrilla attack Especially for smaller undercapitalized ones. Could be expensive Launching small, intermittent attacks on different narrow territories of the opponent The aim is to harass and demoralize the opponent. Losses on the aggressor side must be less than the losses on the opponent side Price cuts , intense promotional bursts and occasional legal actions
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5. Guerrilla attack
?Few major attacks or continual stream of minor attacks ?Attack small, isolated, weakly defended markets or major strong hold markets
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Balancing Orientations
CompetitorCentered
CustomerCentered
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Marketing Debate
How do you attack a Category Leader? Take a position: 1. The best way to challenge a leader is to attack its strengths. 2. The best way to attack a leader is to avoid a head-on assault and to adopt a flanking strategy.
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Marketing Discussion
Pick an industry. Classify firms according to the four different roles they might play. How would you characterize the nature of competition? Do the firms follow the principles described in this chapter?
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THANK YOU
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