Page 321 - Marketing Management
P. 321
298 PART 4 BUILDING STRONG BRANDS
11
Chapter
In This Chapter, We Will Address the Through innovative new products and
Following Questions aggressive advertising, Under Armour
has played the role of a challenger
1. How can market leaders expand the total market and defend brand to market leader Nike.
market share?
2. How should market challengers attack market leaders?
3. How can market followers or nichers compete effectively?
4. What marketing strategies are appropriate at each stage of the
product life cycle?
5. How should marketers adjust their strategies and tactics
for an economic downturn or recession?
