SkeletonSlide5_2010Fall_MGMT324

SkeletonSlide5_2010Fall_MGMT324 - MGMT 324 Marketing...

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MGMT 324 Marketing Management Sangwoo Shin Fall 2010 Sections 5 & 6 Sep 13, 2010
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C ompetition C ompany C onsumer 3 C Checklist Recap Objectives Resources Costs Company fit ± Collaborators Who How many ± Current 4 P decisions ± Possible reactions ± Expected future actions ± Entry ± Target market Who Size Growth ± Consumer behavior What/Why Where/How When ± PEST
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C ompetition How many Who ± Current 4 P decisions ± Possible reactions ± Expected future actions ± Entry Topics for Today ( 3 C Checklist: C ompetition)
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Defense strategies Possible Reactions (From Defender’s Standpoint) Defender 1) Position 2) Flank 3) Preemptive 4) Counteroffensive 6) Contraction 5) Mobile Attacker
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Examples of defense strategies Possible Reactions (From Defender’s Standpoint) Position defense : Occupying the most desirable market space in consumers’ mind by making the brand almost impregnable ex) Pampers diapers for dryness, Tide detergent for cleaning, Crest toothpaste for captivity prevention
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This document was uploaded on 03/03/2012.

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SkeletonSlide5_2010Fall_MGMT324 - MGMT 324 Marketing...

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