Lecture "Marketing management - Chapter 11: Competitive dynamics" Expanding the total market, new ways to use a brand, market challenger strategies, general attack strategies, market follower strategies, niche specialist roles, maintaining a market advantage,. And other contents. | 1 11 Competitive Dynamics Chapter Questions How can market leaders expand the total market and defend market share? How should market challengers attack market leaders? How can market followers or nichers compete effectively? What marketing strategies are appropriate at each stage of the product life cycle? How should marketers adjust their strategies and tactics for an economic downturn or recession? Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 11-2 Figure Hypothetical Market Structure Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 11-3 Expanding the Total Market Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 11-4 New Ways to Use a Brand Copyright © 2011 Pearson Education, Inc. Publishing as Prentice .