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

Defining the Competitive Set

Chapter 02

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Bases of Competition

2-4

Levels of Market Competition

Product form competition Product category competition Generic competition Budget competition

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Example of Levels of Competition

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Levels of Competition: Implications for Product Strategy

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MP3 Phone Competition

2-8

Methods for Determining Competitors

Managerial Judgment Customer-based evaluation

Actual purchase Usage data and judgments

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Managerial Judgment of Competition

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Brand-Switching Matrix

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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