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1. 3-1
You will be able to understand and analyze the
Competition between various companies
You will be able to understand how to make better
judgment about competitors.
2. 3-2
I. Customer-oriented
Who they are – competition for same budget
When they use it
Why they use it- benefits sought
I. Marketing-oriented: advertising
and promotion
Theme/copy strategy
Media
Distribution
Price
5. 3-5
Budget
Generic
Product
Category
Product
Form
Competitive Level
Convince Customers that the
Brand is Better than Others
Convince Customers that the
Product Form is Best in the
Category
Convince Customers that the
Product Category is the Best
Way to Satisfy Needs
Convince Customers that the
Generic Benefits are the Most
Appropriate Way to Spend
their Money
Product Management Task
7. 3-7
Level of
Competition
Definition Competitors Need Satisfied
Product form POAs Full-features Palm Pilot VII
Compaq Aero
Casioplus integrated
communication
Cassio Poeia
Personal information
management plus
Product category PIMs Palm III
Royal
Casio PV-100
PIM only
Generic computers Notebook/
subnotebook
Paper-based solutions
IBM
Toshiba
Many others
Rolodex
Day Timer
Other solutions to the
above
Budget Business items costing
$100-$1,000
Fax machines
Personal copiers
Cellular phones
Furniture (e.g.
Steelcase)