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M arket-Based Management, 4 th edition

M arket-Based Management, 4 th edition. Defensive Strategies. Chapter Thirteen. Defensive Strategies. Chapter Thirteen Defensive Strategic Market Plans Core Defensive Strategies Sub Defensive Strategies. Defensive Strategic Market Plans.

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M arket-Based Management, 4 th edition

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  1. Market-BasedManagement, 4th edition Defensive Strategies Chapter Thirteen

  2. Defensive Strategies Chapter Thirteen • Defensive Strategic Market Plans • Core Defensive Strategies • Sub Defensive Strategies

  3. Defensive Strategic Market Plans What are the main objectives of defensive strategies? • Protect profitability and manage profitability When are Defensive Market Plans employed?

  4. Core Defensive Strategies Core Strategy 1 Core Strategy 2 Core Strategy 3 Protect Position Optimize Position Monetize, Harvest, or Divest Maintain Sales Maximize Profits Cash Flow

  5. Defensive Core Strategy 1: Invest to Protect Position Sub Strategy A Sub Strategy B Protect Market Share Build Customer Retention • Protect position in growth markets • Protect a high-share position • Protect a follower share position • Protect a niche share position

  6. Defensive Core Strategy 2: Optimize Position Sub Strategy A Maximize Net Marketing Contribution Sub Strategy B Selective Market Focus

  7. Defensive Core Strategy 3: Monetize, Harvest, Or Divest Sub Strategy A Sub Strategy B Manage for Cash Flow Harvest-Divest for Cash Flow • Harvest Price Strategy • Harvest Marketing Resource Strategy • Divest Market Strategy

  8. Strategic Market Plans Profit Protection Portfolio Analysis and Strategy Selection Defensive Strategies Defensive Tactics Takeaways/Review

  9. Marketing Performance Tools Defensive Strategy to Protect Share

  10. Marketing Performance Tools Evaluating Defensive Strategies

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