Classify two (2) firms within the industry according to which of the four different roles they might play: leader, challenger, follower, or nicher. How would you characterize the nature of the competition in the industry?

DISCUSSION QUESTION 4-1 MK640 Marketing and Advertising

Lesson 4: Developing Marketing Strategies

Discussion Question 1 (25 points)

Upon completion of the Required Readings, write a thorough, well-planned narrative answer to each of the following discussion questions. Rely on your Required Readings and the Lecture and Research Update for specific information to answer each discussion question, but turn to your original thoughts when asked to apply, evaluate, analyze, or synthesize the information. Appropriately cite all resources used to answer the discussion questions and include an APA-formatted bibliography for each. Your Discussion Question responses should be both grammatically and mechanically correct, and formatted in the same fashion as the questions themselves. If there is a Part A, your response should identify a Part A, etc.

Pick an industry and provide a brief description. Classify two (2) firms within the industry according to which of the four different roles they might play: leader, challenger, follower, or nicher. How would you characterize the nature of the competition in the industry? In your opinion, how might the two firms combat the competition? (25 points) (A 1½-page response is required.)

Grading Rubric

Please refer to the rubric on the following page for the grading criteria for this assignment.

DISCUSSION QUESTION 4-2 MK640 Marketing and Advertising

Lesson 4: Developing Marketing Strategies

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