Professional Documents
Culture Documents
12
Addressing
Competition and
Driving Growth
• Proactive
marketing
– Responsive
anticipation
– Creative
anticipation
Possibility of provoking
Economic cost
antitrust action
Cloner
Imitator
Adapter
Vertical-
End-user
level
specialist
specialist
Customer-
Channel size
specialist specialist
Job-shop Geographic
specialist specialist
Market modification
Product modification
Marketing program
modification