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Kotler11competition

Kotler11competition - MARKETING MANAGEMENT 12th edition...

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MARKETING MANAGEMENT 12 th edition Chapter 11 Dealing with Competition Kotler Keller
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2 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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3 Five Forces Determining Segment Structural Attractiveness: Competitive Markets
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4 4
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5 Industry Concept Of Competition 1 Industry Structures Pure Monopoly Pure Oligopoly Differentiated Oligopoly Monopolistic Competition Pure Competition Only one firm offers an undifferentiated product or service in an area Unregulated Regulated Example: Most utility companies
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6 Industry Concept Of Competition 1 Industry Structures Pure Monopoly Pure Oligopoly Differentiated Oligopoly Monopolistic Competition Pure Competition A few firms produce essentially identical commodities and little differentiation exists Lower costs are the key to higher profits Example: oil
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7 Industry Concept Of Competition 1 Industry Structures Pure Monopoly Pure Oligopoly Differentiated Oligopoly Monopolistic Competition Pure Competition A few firms produce partially differentiated items Differentiation is by key attributes Premium price may be charged Example: Luxury autos
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8 Industry Concept Of Competition 1 Industry Structures Pure Monopoly Pure Oligopoly Differentiated Oligopoly Monopolistic Competition Pure Competition Many firms differentiate items in whole or part Appropriate market segmentation is key to success Example: beer, restaurants
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9 Industry Concept Of Competition
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