Market-Based Management 6th Edition by Roger Best

Exercise 14

The four interactive marketing performance tools and application exercises outlined here will add to your understanding of competitor analysis and sources of competitive advantage. To access the tools, go to www.MBMBEST.com.You may determine the answers to many of the questions by entering data offered. You may also enter your own data to see the results, and you can save your work. Each marketing performance tool is based on the Chapter 6 figure referenced in parenthesis.
Marketing Advantage (Figures 6-12, 6-13, and 6-14)
A. How would the market share advantage change for the company that increased its market share from 20 to 23 percent while competitors each lost one share point? How would this affect profitability?
B. This same company is in a growing market and is willing to invest in expanding its product line from an average position to a broad product line position. How would this affect its marketing advantage and profitability?
C. How would the company's market share and profits change if it increased its distributor outlet share from 25 to 30 percent?