Chapter Questions. How do marketers identify primary competitors? How should we analyze competition? strategies, objectives, strengths, and weaknesses How can market leaders expand the total market and defend market share? How should market challengers attack market leaders?
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Bill Cade’s crickets
Share of market
Share of mind
Share of heart
Why do profits often decrease
as market share expands?
How do you attack a Category Leader?
Take a position:
attack its strengths.
2. The best way to attack a leader is
to adopt a flanking strategy.