Below are links to the slides from Mkt. 5360.  I will supplement them with overheads from class to the extent possible.

(Note: Left clicking the link will start a presentation.  To download power point slides, right click on the link and choose "Save Target As...")

Lecture 1

competitive rationality

Competition

Macromix                   Dunkin

Research & Forecasting (ch. 3)

Satisfaction & Value

Marriott           Cisco              Air Products

Customer Value

Segmentation             Equity              New Product
DefenderI  DefenderII   Positioning        NBVT
                        ROQ                           Pricing
Persuasion