Week 3 - MKTG4890Week3 Competition * Bases * Levels *...

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MKTG 4890 Week 3 Competition * Bases * Levels * Methods for determining * Causes 0
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Strategic 5 - Cs Customer Company Competitor Over competitor (Create greater value) Mktg. Strategy: Achieve max positive differentiation Context/Collaborators
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Defining the Competitive Set
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4 Bases of Competition I. Customer-oriented Attitude Who they are – competition for same budget When they use product Why they use product- benefits sought I. Marketing-oriented Attitude:  Media Distribution Price
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Bases of Competition cont. III. Resource-oriented Raw materials Employees Financial resources  III. Geographic
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Product form competition - includes only products  or services of the same product type. Product category competition - products that have  similar features and provide the same basic function. Generic competition - incorporates the customer’s  notions of substitutability. Budget competition - products and services that are 
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Week 3 - MKTG4890Week3 Competition * Bases * Levels *...

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