Professional Documents
Culture Documents
Kotler Mm15e Inppt 12
Kotler Mm15e Inppt 12
Kotler Mm15e Inppt 12
12
Addressing
Competition and
Driving Growth
• Proactive marketing
– Responsive anticipation
– Creative anticipation
Imitator
Adapter
Vertical-
End-user
level
specialist
specialist
Customer-
Channel size
specialist specialist
Job-shop Geographic
specialist specialist
Market modification
Product modification
Marketing program
modification
• Harvesting and
Divesting
Marketing in a Slow-Growth
Economy
Explore upside of increasing investment
Get closer to customers
Review budget allocations
Put forth compelling value proposition
Fine-tune brand and product offerings