18 Reviewing and Extending the Concepts
Objectives Review and Key Terms
Objectives Review
Today’s companies face their toughest competition ever. Understanding customers is an important first step in developing strong customer relationships, but it’s not enough. To gain competitive advantage, companies must use this understanding to design market offers that deliver more value than the offers of competitors seeking to win over the same customers. This chapterexamines how firms analyze their competitors and design effective competitive marketing strategies.
Objective 18-1 Discuss the need to understand competitors as well as customers through competitor analysis. (pp 518–525)
To prepare an effective marketing strategy, a company must consider ...
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