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Strategic Competitice Analysis

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Companies must move from a product-and-selling philosophy to a customer-and-marketing philosophy
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  CHAPTER THREE  STR TEGIC COMPETITIVE N LYSIS 5/12/2016 1  3.0 Brief Introduction: ã  Today’s companies face their toughest competition ever. ã  Companies must move from a product-and-selling  philosophy to a customer-and-marketing philosophy ã  Companies must become adept not only in managing  products but also in managing customer relationships in the face of determined competition 2  3.1 Pedagogic Objective: ã  By the end of this chapter, students should beable examine how  – companies analyze their competitors and  – develop successful customer value-based strategiesfor   –  building and maintaining profitable customer relationships. 3  3.2 Learning Objective: ã  By the end of this chapter students should be able to ã Understand the competitor analysis- the process of identifying, assessing, and selecting key competitors aswell as ã Developing competitive marketing strategies that strongly position the company against competitors and give it thegreatest possible competitive advantage. 4
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