Competition is All the actual and potential rival offerings and substitutes the prospect or buyer might consider Four levels of competition Those offering similar products or services(BMW and mercedes Those with products in the same general class or industry(B/W and Honda) Those offering alternative means of solving a similar need (cars vs. bikes Those competing for the same consumer dollar(car vs vacation)4 Competition is • All the actual and potential rival offerings and substitutes the prospect or buyer might consider • Four levels of competition – Those offering similar products or services (BMW and Mercedes ) – Those with products in the same general class or industry (BMW and Honda ) – Those offering alternative means of solving a similar need (cars vs. bikes ) – Those competing for the same consumer dollar (car vs. vacation )