2-1. McGraw-Hill/Irwin Copyright © 2008 by The McGraw-Hill Companies, Inc. All Rights Reserved....
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Transcript of 2-1. McGraw-Hill/Irwin Copyright © 2008 by The McGraw-Hill Companies, Inc. All Rights Reserved....
McGraw-Hill/Irwin Copyright © 2008 by The McGraw-Hill Companies, Inc. All Rights Reserved.
Defining the Competitive Set
Chapter 02
2-4
Levels of Market Competition
Product form competition Product category competition Generic competition Budget competition
2-8
Methods for Determining Competitors
Managerial Judgment Customer-based evaluation
Actual purchase Usage data and judgments