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