Learning Objectives After studying this chapter, you should be able to 1. Discuss the need to understand competitors as well as customers through competitor analysis 2. Explain the fundamentals of competitive marketing strategies based on creating value for customers 3. lustrate the need for balancing customer and competitor orientations in becoming a truly market- centered organization O Copy rights reserved, Zou Deqiang3 3 © Copy rights reserved, Zou Deqiang Learning Objectives After studying this chapter, you should be able to: 1. Discuss the need to understand competitors as well as customers through competitor analysis 2. Explain the fundamentals of competitive marketing strategies based on creating value for customers 3. Illustrate the need for balancing customer and competitor orientations in becoming a truly market￾centered organization