MRKTNG 3000H Study Guide - Parachuting, Materialism, American Express
Document Summary
Go over class examples (there were lots of examples) Industry has low intensity when few firms are competing. Def: customers can choose a different product as a substitute. Ex. of few/no substitutes = gasoline, proprietary drugs (aspirin) Lower bargaining power of suppliers/buyers = higher profitability for the other guy. Low buyer power ex: medical services (patient perspective) Ability to perform at a higher level compared to those in the same industry. Demographic (age, gender, ethnicity, income, education, occupation, family type, marital status) Ex: mountain dew - appeal to the active x-treme youth (and wow players)(lol) Ex of former users: cigarette companies market here: benefit importance of a particular product ex. toothpaste - breath, health, whitening. Positioning: know sequence in establishing a competitive position. Used to provide a reason for producers to believe a benefit is the context of competition-base positioning.
