2. 7.1 To accompany A Framework for Marketing Management by Kotler © 2001 Prentice Hall Quotes to Live By... Induce your competitors not to invest in those products, markets and services where you expect to invest the most … that is the fundamental rule of strategy. - Bruce Henderson, Founder of BCG There is nothing more exhilarating than to be shot at without result. - Winston Churchill

3. 7.2 To accompany A Framework for Marketing Management by Kotler © 2001 Prentice Hall Hypothetical Market Structure & Strategies 40% Market leader 30% Market challenger 20% Market follower Expand Market Defend Market Share Expand Market Share Attack leader Status quo Imitate 10% Market nicher Specialize

4. 7.3 To accompany A Framework for Marketing Management by Kotler © 2001 Prentice Hall Defense Strategies (3) Preemptive defense (4)Counter- offense (3) Preemptive defense (4)Counter- offense ATTACKER DEFENDER (1) Position (5) Mobile (5) Mobile (2) Flank (6) Contraction (6) Contraction

5. 7.4 To accompany A Framework for Marketing Management by Kotler © 2001 Prentice Hall Attack Strategies Attacker Defender (3) Encirclement attack (4) Bypass attack (2) Flank attack (1) Frontal attack (5) Guerilla attack

6. 7.5 To accompany A Framework for Marketing Management by Kotler © 2001 Prentice Hall Specific Attack Strategies u Price-discount u Cheaper goods u Prestige goods u Product proliferation u Product innovation u Improved services u Distribution innovation u Manufacturing cost reduction u Intensive advertising promotion

7. 7.6 To accompany A Framework for Marketing Management by Kotler © 2001 Prentice Hall Market Follower Strategies u Counterfeiter u Cloner u Imitator u Adapter

8. 7.7 To accompany A Framework for Marketing Management by Kotler © 2001 Prentice Hall Nichemanship u End-user specialist u Vertical-level specialist u Customer-size specialist u Specific-customer specialist u Geographic specialist u Product or product-line specialist u Product-feature specialist u Job-shop specialist u Quality-price specialist u Service specialist u Channel specialist