I. Johnson Controls—Making Money in Mature Markets
II. Marketing Challenges addressed in Chapter 18
A. Challenges in mature markets
B. Challenges in declining markets
III. Strategic Choices in Mature Markets
A. Strategies for maintaining competitive advantage
B. Methods of differentiation
C. Methods of maintaining a low-cost position
D. Customers’ satisfaction and loyalty are crucial for maximizing their lifetime value
IV. Marketing Strategies for Mature Markets
A. Strategies for maintaining current market share
B. Strategies for extending volume growth
V. Strategies for Declining Markets
A. Relative attractiveness of declining markets
B. Divestment or liquidation
C. Marketing strategies for remaining competitors
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2001 A McGraw-Hill Online Learning Centre