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Defining the Competitive Set

Defining the Competitive Set. Chapter 02. Bases of Competition. Levels of Market Competition. Product form competition Product category competition Generic competition Budget competition. Example of Levels of Competition. Levels of Competition: Implications for Product Strategy.

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Defining the Competitive Set

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  1. Defining the Competitive Set Chapter 02

  2. Bases of Competition

  3. Levels of Market Competition • Product form competition • Product category competition • Generic competition • Budget competition

  4. Example of Levels of Competition

  5. Levels of Competition: Implications for Product Strategy

  6. MP3 Phone Competition

  7. Methods for Determining Competitors • Managerial Judgment • Customer-based evaluation • Actual purchase • Usage data and judgments

  8. Managerial Judgment of Competition

  9. Brand-Switching Matrix

  10. Defining Competition with Brand Choice Data

  11. Defining Competition with Perceptual Mapping

  12. Methods versus Competition Levels and Information Required

  13. Enterprise Competition in Financial Services

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