Lecture Marketing management: Chapter 11 – Nguyễn Thị Trang Nhung

Lecture "Marketing management - Chapter 11: Competitive dynamics" Expanding the total market, new ways to use a brand, market challenger strategies, general attack strategies, market follower strategies, niche specialist roles, maintaining a market advantage,... And other contents.
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Lecture Marketing management: Chapter 11 – Nguyễn Thị Trang Nhung111Competitive DynamicsChapter QuestionsHow can market leaders expand the totalmarket and defend market share?How should market challengers attack marketleaders?How can market followers or nichers competeeffectively?What marketing strategies are appropriate ateach stage of the product life cycle?How should marketers adjust their strategiesand tactics for an economic downturn orrecession?Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall11-2Figure 11.1HypotheticalMarket StructureCopyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall11-3Expanding the Total MarketCopyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall11-4New Ways to Use a BrandCopyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall11-5