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KOTLER 11 Dealing With Competition
KOTLER 11 Dealing With Competition
Dealing
with Competition
Share of market
Share of mind
Share of heart
New customers
More usage
Market
Challengers
Market Market
Followers Nichers
Encirclement
Bypass Attack
Attack
Guerrilla Warfare
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 11-23
Pepsi buys Gatorade in a
Bypass Strategy
Counterfeiter
Cloner
Imitator
Adapter
Competitor- Customer-
Centered Centered
Pick an industry.
Classify firms according to the
four different roles they might play.
How would you characterize the
nature of competition?
Do the firms follow the principles
described in this chapter?