marketing ch 18
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9 Terms
steps in analyzing competitors
identifying direct/indirect competitors, assess their strengths and weaknesses in relation to your own, selecting which to attack or avoid
basic competitive strategies
overall cost leadership, differentiation, focus, middle of the road
company orientations (competitor and/or customer centered)
product orientation, customer orientation, competitor orientation, market orientation
market orientation
pays attention to both customers and competitors
competitive positions
market leader, challenger, follower, nicher
market leader
largest market share
market challenger
runner up firm fighting to increase market share
market follower
runner up firm wanting to hold share without rocking the boat
market nicher
serves small segments, often overlooked