241 W12 Chapt 18 Competition Final

241 W12 Chapt 18 Competition Final - Chapter 18 Cultural...

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Chapter 18
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Problem recogni-on Informa-on search Alterna-ve evalua-on Purchase Post±purchase evalua-on Gender Age Family life±cycle Individual Factors Culture and values Subculture Social class Cultural Factors Percep-on Mo-va-on Psychological Factors Social Factors Reference groups Opinion leaders Family
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Direct the Rider Motivate the Elephant Shape the Path
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Company Competitors Consumers Channel Place Price Product Promotion Target Position (Di f erentiate) Segment Customer Retention Customer Acquisition Pro ± ts Create Value Capture Value Understand Value Sustain Value Context “The 4 C’s” “The Marke/ng Mix – The 4 P’s” “CRM”
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Company Competitors Consumers Channel Context “The 4 C’s”
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Stop making fun of us.
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Competitor analysis is the process of identifying, assessing, and selecting key competitors
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Competitors can include: § All ± rms making the same product or class of products § All ± rms making products that supply the same service § All ± rms competing for the same consumer dollars Identifying Competitors
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Form Competition Generic Competition Category Competition Share of Wallet Share of Stomach
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This note was uploaded on 02/29/2012 for the course BUS M 241 taught by Professor Swenson,j during the Winter '11 term at BYU.

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241 W12 Chapt 18 Competition Final - Chapter 18 Cultural...

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