MARK442 Lecture Notes - Lecture 4: Competitor Analysis, Marketing Mix, Social Group

• School: University of Alberta
• Department: Marketing
• Course: MARK442
• Professor: Jim Swaffield

Document Summary

Part i - assessing the competition: definition of competition (obj: 1) Thus, one cannot assess the competition independently of consumers. _____________________________________________________________________________: levels of competition analysis (obj: 3) The poorer the country/market, the more likely you will need to assess the competition at a generic competition level. _______________________________________________________________________: the five primary factors competitors are assessed on and the associated sub-factors. (obj: 5) Subcategories: what credit terms, commissions, and other compensation are extended by competitors to their customers and channel members, financing, credit, trade-ins, volume discounts, value. 5. 4 promotion reminder advertising, sales, general, low amount of advertising, In store displays, cooperative advertising: rolex & independent jewelers. Family business relationships network can be huge. Social group: anticipating competitors" reaction patterns (countermoves). (obj: 6) Most companies fall into one of four categories: how our competitor will react. Schools of fish: parr marks those fish are just like me. The laid-back competitor: competitors do not react quickly to a given competitor move.