Session 4 - Competitive Advantages and and Quantitative Analysis in Marketing

Session 4 - Competitive Advantages and and Quantitative Analysis in Marketing

Info iconThis preview shows pages 1–12. Sign up to view the full content.

View Full Document Right Arrow Icon
1 Competitive Advantages and Basic Quantitative Analysis in Marketing Session 4 Introduction to Marketing Professor Greenleaf Fall 2011
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Session 4 – Competitive Advantages, Quant. Analysis 2 Today’s Agenda Gaining advantages over competitors Environmental analysis Basic Quantitative Analysis in Marketing – Questions about Handout
Background image of page 2
3 1. Gaining advantages over competitors
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Session 4 – Competitive Advantages, Quant. Analysis 4 Firms must have advantages over their competitors Firms with effective advantages are: More profitable More secure from competition Have resources of time and money to invest in their future rather than “fighting fires”
Background image of page 4
Session 4 – Competitive Advantages, Quant. Analysis 5 Two important kinds of advantages – firms need both Consumer advantage Operating advantage
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Session 4 – Competitive Advantages, Quant. Analysis 6 Two important kinds of advantages – firms need both Consumer advantage Consumers perceive that the firm satisfies an important need better than the competition Domino’s Pizza - Faster delivery McDonald’s – Consistent quality Apple – advanced design
Background image of page 6
Session 4 – Competitive Advantages, Quant. Analysis 7 What are Amazon’s consumer advantages?
Background image of page 7

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Session 4 – Competitive Advantages, Quant. Analysis 8 Two important kinds of advantages – firms need both Operating advantage Something that the firm does better than its competitors that allows it to achieve its objectives. Hyundai: Lower cost producer Hershey’s: Relations with distributors Apple: Excellent designers
Background image of page 8
Session 4 – Competitive Advantages, Quant. Analysis Art Daily 9.12.11 Apple’s chief designer- Jonathan Ive
Background image of page 9

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Session 4 – Competitive Advantages, Quant. Analysis 10 What are Amazon’s operating advantages?
Background image of page 10
11 Ideal combination
Background image of page 11

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 12
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 04/05/2012 for the course STERN MKTG-UB.1. taught by Professor Greenleaf during the Fall '11 term at NYU.

Page1 / 40

Session 4 - Competitive Advantages and and Quantitative Analysis in Marketing

This preview shows document pages 1 - 12. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online