10-1 MARKETING MANAGEMENT Dealing with Competition

10-2 Chapter Questions How can a firm choose and communicate an effective position in the market? What are the implications of market evolution for marketing strategies?

10-3 Marketing Strategy Segmentation Targeting Positioning

10-4 Positioning Designing the company’s offering and image for a distinctive place in the mind of the target market.

10-5 Cigarettes

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10-22 Positions? Pizza places? Bars? Grocery stores?

10-23 Positioning

10-24 A Positioning Statement To young, active soft-drink consumers with little time for sleep, Mountain Dew is the soft drink that gives you energy because it has the most caffeine.

11-25 Ben & Jerry’s After watching this video, write a positioning statement for Ben & Jerry’s

10-26 Defining Associations Points-of-parity (POPs) Points-of-difference (PODs)

10-27 Consumer Desirability Criteria Relevance Distinctiveness Believability

10-28 Image Differentiation

11-29 Competition isn’t always bad! Bill Cade’s crickets Furniture industry Satellite radio WHEN?

11-30 Identifying Competitors

11-31 Hypothetical Market Structure 10% Market Nichers 20% Market Follower 30% Market Challenger 40% Market Leader

11-32 Expanding the Total Market New customers More usage

11-33 Other Competitive Strategies Market Challengers Market Nichers Market Followers

11-34 Market Follower Strategies Counterfeiter Cloner Imitator Adapter

11-35 Market Niche Strategies

11-36 Fast Food Study McDonald’s is the market leader The “lighting rod” of criticism 1986 Hardee’s tries lower fat, no one follows. April 1991 McDonald’s introduces McLean July KFC and Arbys’ low fat products 2000 Subway becomes niche player (sandwiches)

11-37 Balancing Orientations Competitor- Centered Customer- Centered