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kotler12e_im_18_pog - Professors on the Go Chapter 18...

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Professors on the Go! Chapter 18 Creating Competitive Advantage 1. Key Concepts Identifying and assessing competitors, Selecting competitors to attack and avoid, Designing a competitive intelligence system Discount retailer Target is attempting to identify its competitors but wants to avoid competitor myopia. Name some of its potential competitors from both an industry and market point of view. Why is it important to understand competitor’s objectives? Provide company/product examples of competitive advantage. Include those that provide value through lower price as well as those that provide a distinct benefit that justifies a higher price. Can you find any that do both? For a product category of your choosing, select companies that compete against each other. Include strong and weak competitors, close and distant competitors, and good and bad competitors. List the steps in analyzing competitors.
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