Chapter Outline

I. Illinois Tool Works—New Nuts & Bolts to Fill Many niches

II. Marketing challenges Addressed in Chapter 17

III. How New is New?

IV. Market Entry Strategies: Is it Better to Be a Pioneer or a Follower?
A. Pioneer Strategy
B. Not all pioneers capitalize on their potential advantages
C. Follower strategy
D. Determinants of success for pioneers and followers

V. Strategic Marketing Programs for Pioneers
A. Mass-market penetration
B. Niche penetration
C. Skimming and early withdrawl
D. Marketing program components for a mass-market penetration strategy
E. Marketing program components for a niche strategy
F. Marketing program components for a skimming strategy

VI. Growth-Market Strategies for Market Leaders
A. Marketing objectives for share leaders
B. Marketing actions and strategies to achieve share-maintenance objectives
C. Fortress, or position defense, strategy
D. Flanker strategy
E. Confrontation strategy
F. Market expansion
G. Contraction or strategic withdrawl

VII. Share-Growth Strategies for Followers
A. Marketing objectives for followers
B. Marketing actions and strategies to achieve share growth
C. Frontal attack strategy
D. Leapfrog strategy
E. Flanking and encirclement strategies
F. Supporting evidence