Marketing and Competition

The issues to be addressed in Chapter 2 include: 1The concept of ‘competition’.2The nature and value of CUGs (currently useful generalisations).3The nature and scope of marketing.4The relationship between market structure, the conduct of suppliers and their performance.5How these competitive forces shape and influence marketing strategy.6The impact and consequences of international trade on competition.7Michael Porter’s concept of the ‘Diamond of National Advantage’.8The role of government and chance in determining competitive outcomes.9The development of ‘clusters’ of competitive industries.10The nature and sources of competitive advantage.11The contribution of marketing to competitive success.