https://media.pearsoncmg.com/ph/bp/bp_akamai/kotler/UMPQUA_Bank.html
- Discuss the need to understand competitors as well as customers through competitor analysis
- Explain the fundamentals of competitive marketing strategies based on creating value for customers
Please answer the following three questions:
1. The video implies that UMPQUA Bank uses its design to create a competitive advantage in the marketplace. What design elements are highlighted in the video that create an experience in which customers want to hang out and stay awhile?
2. The chapter outlines various competitive positioning strategies (seven strategies in all) that organizations can follow. Which of these strategies do you believe categorizes UMPQUA's approach?
3. Would you characterize UMPQUA Bank as a market-centered organization? Please provide a 1 ½ to 2 page minimum response, not including cover page and references, at least one referenced source, and APA formatting throughout