2-1. McGraw-Hill/Irwin Copyright © 2008 by The McGraw-Hill Companies, Inc. All Rights Reserved. Defining the Competitive Set Chapter 02.

2-1

McGraw-Hill/Irwin Copyright © 2008 by The McGraw-Hill Companies, Inc. All Rights Reserved.

Defining the Competitive Set

Chapter 02

2-3

Bases of Competition

2-4

Levels of Market Competition

Product form competition Product category competition Generic competition Budget competition

2-5

Example of Levels of Competition

2-6

Levels of Competition: Implications for Product Strategy

2-7

MP3 Phone Competition

2-8

Methods for Determining Competitors

Managerial Judgment Customer-based evaluation

Actual purchase Usage data and judgments

2-9

Managerial Judgment of Competition

2-10

Brand-Switching Matrix

2-11

Defining Competition with Brand Choice Data

2-12

Defining Competition with Perceptual Mapping

2-13

Methods versus Competition Levels and Information Required

2-14

Enterprise Competition in Financial Services