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MARKETING MANAGEMENT

MARKETING MANAGEMENT. Dealing with Competition. Chapter Questions. How can a firm choose and communicate an effective positioning in the market? What are the implications of market evolution for marketing strategies?. Marketing Strategy. Segmentation. Targeting. Positioning. Positioning.

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MARKETING MANAGEMENT

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  1. MARKETING MANAGEMENT Dealing with Competition

  2. Chapter Questions • How can a firm choose and communicate an effective positioning in the market? • What are the implications of market evolution for marketing strategies?

  3. Marketing Strategy Segmentation Targeting Positioning

  4. Positioning Designing the company’s offering and image for a distinctive place in the mind of the target market.

  5. Cigarettes Cigarettes

  6. Positions? • Pizza places? • Bars? • Grocery stores?

  7. Positioning

  8. A Positioning Statement To young, active soft-drink consumers with little time for sleep, Mountain Dew is the soft drink that gives you energy because it has the most caffeine.

  9. Points-of-parity (POPs) Points-of-difference (PODs) Defining Associations

  10. Consumer Desirability Criteria Relevance Distinctiveness Believability

  11. Image Differentiation

  12. Competition isn’t always bad! Bill Cade’s crickets Furniture industry Satellite radio WHEN?

  13. Five Forces Determining Segment Structural Attractiveness

  14. Identifying Competitors

  15. Hypothetical Market Structure 10% Market Nichers 20% Market Follower 30% Market Challenger 40% Market Leader

  16. Expanding the Total Market New customers More usage

  17. Optimal Market Share

  18. Question Why can profits decrease as market share expands?

  19. Other Competitive Strategies Market Challengers Market Nichers Market Followers

  20. 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)

  21. Market Follower Strategies Counterfeiter Cloner Imitator Adapter

  22. Market Niche Strategies

  23. Balancing Orientations Competitor- Centered Customer- Centered

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