6. Proactive Skills
ResponsiveAnticipation
Creative Anticipation
Proactive Firms are:
Are ready to take risks and make mistakes
Have a vision of the future and of investing in it
Have the capabilities to innovate
Are flexible and nonbureaucratic
Have many managers who think proactively
PROACTIVE
MARKETING
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8. INCREASING
MARKET
SHARE
The possibility of attracting legal action for violating the
competition Act or Antitrust law
EconomicCost
The danger of pursuing the wrong marketing activities
The effect of increased market share on actual and perceived
quality
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11. MARKET-
CHALLENGER
STRATEGIES
Defining the Strategic Objective and Opponents
Choosing a GeneralAttack Strategy
Choosing a SpecificAttack Strategy
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12. DEFINING THE
STRATEGIC
OBJECTVE AND
OPPONENTS(S)
It can attack the Market Leader
It can attack firms its own size that are not doing the job and are
underfinanced
It can attack small local and regional firms
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14. CHOOSINGA
SPECIFIC
ATTACK
STRATEGY
Any aspect of marketing can serve as basis for attack
Lower priced products
Discounted products
New or improved products and services
Wide variety of offerings
Innovative distribution strategies etc.
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16. MARKET-
FOLLOWER
STRATEGIES
MarketLeaders
Innovator bears the
expense of
developing a new
product, getting
distribution,
educating the market
Reward for work and
risk- market
leadership
MarketFollowers
Copy or improve the
new product
Achieves high profit
because no
innovation cost
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18. MARKET-
NICHER
STRATEGIES
Leader in a small market
Large profitable firms also use niching strategies
ROI in smaller markets > larger markets
Nicher achieves high margin, mass marketer achieves high volume
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26. MARKETING
STRATEGIES-
INTRODUCTION
Long term Market Leadership
Vision of Mass Market
Persistence
Relentless
Innovation
Financial Commitment
Asset Leaverage
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27. MARKETING
STRATEGIES-
GROWTH
Men’s fairness creams such as
Fair and Handsome use well
known film and cricket stars and
offers entertainment,
information, and advice in a bid
to capture customer attention in
a market that is getting
increasingly crowded.
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28. MARKETING
STRATEGIES-
MATURITY
Market Modification
• Expand Number of Users
• Increase the Usage rate among Users
Product Modification
• Quality Improvement
• Feature Improvement
Marketing Program Modification
• Price, Distribution
• Communication
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