Lecture Marketing management: Chapter 11 – Nguyễn Thị Trang Nhung

1<br /> 11<br /> Competitive Dynamics<br /> <br /> Chapter Questions<br /> <br /> <br /> <br /> <br /> <br /> <br /> <br /> <br /> <br /> <br /> How can market leaders expand the total<br /> market and defend market share?<br /> How should market challengers attack market<br /> leaders?<br /> How can market followers or nichers compete<br /> effectively?<br /> What marketing strategies are appropriate at<br /> each stage of the product life cycle?<br /> How should marketers adjust their strategies<br /> and tactics for an economic downturn or<br /> recession?<br /> <br /> Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall<br /> <br /> 11-2<br /> <br /> Figure 11.1<br /> Hypothetical<br /> Market Structure<br /> <br /> Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall<br /> <br /> 11-3<br /> <br /> Expanding the Total Market<br /> <br /> Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall<br /> <br /> 11-4<br /> <br /> New Ways to Use a Brand<br /> <br /> Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall<br /> <br /> 11-5<br /> <br />