Marketing Campaign Planning
Chapter 2 Consumer Behavior
2.4 Marketing in a Competitive Business Environment
Marketing in a Competitive Business Environment - Marketing Campaign Planning - ثالث ثانوي
PART 1
Chapter 1 Introduction to Marketing
Chapter 2 Consumer Behavior
Chapter 3 Marketing Strategies
Chapter 4 Products and Services
PART 2
Chapter 5 Planning for a Marketing Campaign
Chapter 6 Advertising and Public Relations
Chapter 7 Personal Selling and Sales Promotion
KEY TERMS Direct competition
Once you have completed this lesson, you should be able to: Describe the nature of competition in business
MARKETING MATTERS Businesses that sell products or services try to demonstrate to customers that their offering will deliver the best value that the consumer could obtain
Think of and discuss some examples of products or services where a lot of competition for customers exists and some examples of products or services where not very much competition exists
The Nature of Competition
How might a hotel chain use marketing to give it an advantage over its competitors in a competitive market?
As a result of the varied nature of competition, marketers must tailor their activities accordingly
Responding to Competition
What is the difference between direct and indirect competition
What are the two key factors that affect the extent and intensity of competition
Limited Competition
Supermarkets face intense competition in the marketplace. What other examples can you think of from everyday life
Intense Competition
Pure Competition
Monopolistic Competition
MARKETING SCENARIO An immersive experience
What benefits could the attraction's owners experience if they use the marketing concept
What effects is this monopolistic situation likely to have on how the facility operates
Why does this VR experience have a monopoly
Do you think that companies in situations with limited competition should put just as much effort into getting ahead of their competitors as businesses in situations with intense competition
Do you think that people should start businesses in areas where there is intense competition? Why / Why not? Could there be any advantages for the business in doing this
How can using the marketing concept help businesses to succeed despite competition from other companies
For which type of competition do companies find the marketing concept to be of most value
If a company decides to change a product to better compete in a market, what should be the goal of that change
Why is it important for marketers to understand the nature of competition their business faces
What is meant by the nature of competition
Make Academic Connections Technology
Connect to the Real World You work in a marketing team
