Principles of Marketing- Chapter 18: Creating Competitive Advantage

This is for Review, Educational, and Informationmal Purposes
1.) Discuss the need to understand competitors as well as customers through competitor
analysis.
Competitor Analysis
2.) Explain the fundamentals of competitive marketing strategies based on creating value for
customers.
Competitive Strategies
3.) Illustrate the need for balancing customer and competitor orientations in becoming a truly
market-centered organization.
Balancing Customer and Competitor Orientations