Term
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Definition
| An advantage over competitors gained by offering consumers greater value. p 525 |
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Term
| Competitive marketing strategies |
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Definition
| Strategies that strongly position the company against competitors and give the company the strongest possible strategic advantage. p 526 |
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Term
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Definition
| Identifying key competitors; assessing their objectives, strategies, strengths and weaknesses, and reaction patterns; and selecting which competitors to attack or avoid. p 527 |
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Term
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Definition
| A group of firms in an industry following the same or a similar strategy. p 529 |
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Term
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Definition
| Comparing the company’s products and processes to those of competitors or leading firms in other industries to identify best practices and find ways to improve quality and performance. p 530 |
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Term
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Definition
| An analysis conducted to determine what benefits target customers value and how they rate the relative value of various competitors’ offers. p 531 |
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Term
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Definition
| The firm in an industry with the largest market share. p 538 |
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Term
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Definition
| A runner-up firm that is fighting hard to increase its market share in an industry. p 538 |
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Term
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Definition
| A runner-up firm that wants to hold its share in an industry without rocking the boat. p 538 |
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Term
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Definition
| A firm that serves small segments that the other firms in an industry overlook or ignore. p 538 |
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Term
| Competitor-centered company |
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Definition
| A company whose moves are mainly based on competitors’ actions and reactions. p 543 |
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Term
| Customer-centered company |
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Definition
| A company that focuses on customer developments in designing its marketing strategies and delivering superior value to its target customers. p 543 |
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Term
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Definition
| A company that pays balanced attention to both customers and competitors in designing its marketing strategies. p 544 |
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