Lecture Marketing management: Chapter 11 – Nguyễn Thị Trang Nhung
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Competitive Dynamics
Chapter Questions
How can market leaders expand the total
market and defend market share?
How should market challengers attack market
leaders?
How can market followers or nichers compete
effectively?
What marketing strategies are appropriate at
each stage of the product life cycle?
How should marketers adjust their strategies
and tactics for an economic downturn or
recession?
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Figure 11.1
Hypothetical
Market Structure
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Expanding the Total Market
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New Ways to Use a Brand
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Protecting Market Share
Responsive anticipation
Creative anticipation
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Figure 11.2 Types of
Defense Strategies
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Figure 11.3 The Concept of
Optimal Market Share
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Market Challenger Strategies
Define the strategic objective and opponents
Choose a general attack strategy
Choose a specific attack strategy
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General Attack Strategies
Frontal attack
Flank attack
Encirclement attack
Bypass attack
Guerilla warfare
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Specific Attack Strategies
Price discounts
Lower-priced
goods
Value-priced goods
Prestige goods
Product
proliferation
Product innovation
Improved services
Distribution
innovation
Manufacturing-cost
reduction
Intensive
advertising
promotion
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Market Follower Strategies
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Market Nicher Strategies
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Niche Specialist Roles
End-User Specialist
Vertical-Level
Specialist
Customer-Size
Specialist
Specific-Customer
Specialist
Geographic
Specialist
Product-Line
Specialist
Job-Shop
Specialist
Quality-Price
Specialist
Service-Specialist
Channel Specialist
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Product Life Cycles
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Figure 11.4 Sales and
Profit Life Cycles
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Figure 11.5a
Common PLC Patterns:
Growth-Slump-Maturity
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Figure 11.5b
Common PLC Patterns:
Cycle-Recycle
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Figure 11.5c
Common PLC Patterns:
Scalloped
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Figure 11.6 Style, Fashion, and
Fad Life Cycles
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Maintaining a Market Advantage:
Trivial Pursuit
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Strategies for Developing a
Pioneer Advantage
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Growth Stage Strategies
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Electrolux
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Changing Brand Course
Market Modification
Product Modification
Marketing Program
Modification
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