TAILIEUCHUNG - Lecture Marketing management: Chapter 11 - Phillip Kotler, Kevin Lane Keller

Chapter 11 - Competitive dynamics. In this chapter, we will address the following 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 niche compete effectively? What marketing strategies are appropriate at each stage of the PLC? How should marketers adjust their strategies and tactics for an economic downturn or recession? | Kotler • Keller Phillip Kevin Lane Marketing Management • 14e Competitive Dynamics Chapter 11 Discussion 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 niche compete effectively? What marketing strategies are appropriate at each stage of the PLC? How should marketers adjust their strategies and tactics for an economic downturn or recession? Companies are facing increased competition – from global competitors, emerging online competitors, private-label and store brands, and brand extensions by mega-brands. No brand, unless it is a monopoly, can rest on its laurels. Market Members Market leader Market challenger Market follower Market nichers Market leaders have the higher market share and usually base-line in terms of price. Leaders also lead the market in new-product introductions, distribution coverage, and promotional intensity. Historic market leaders include: .

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