1. 10-1 MARKETING MANAGEMENT Dealing with Competition

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

3. 10-3 Marketing Strategy Segmentation Targeting Positioning

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

5. 10-5 Cigarettes

6. 10-6

7. 10-7

8. 10-8

9. 10-9

10. 10-10

11. 10-11

12. 10-12

13. 10-13

14. 10-14

15. 10-15

16. 10-16

17. 10-17

18. 10-18

19. 10-19

20. 10-20

21. 10-21 Positions? Pizza places? Bars? Grocery stores?

22. 10-22 Positioning

23. 10-23

24. 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.

25. 10-25 Defining Associations Points-of-parity (POPs) Points-of-difference (PODs)

26. 10-26 Consumer Desirability Criteria Relevance Distinctiveness Believability

27. 10-27 Image Differentiation

28. 11-28 Competition isn’t always bad! Bill Cade’s crickets Furniture industry Satellite radio WHEN?

29. 11-29 Five Forces Determining Segment Structural Attractiveness

30. 11-30 Identifying Competitors

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

32. 11-32 Expanding the Total Market New customers More usage

33. 11-33 Optimal Market Share

34. 11-34 Question Why can profits decrease as market share expands?

35. 11-35 Other Competitive Strategies Market Challengers Market Nichers Market Followers

36. 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)

37. 11-37 Market Follower Strategies Counterfeiter Cloner Imitator Adapter

38. 11-38 Market Niche Strategies

39. 11-39 Balancing Orientations Competitor- Centered Customer- Centered