Discussion

• Justify the fundamental reasons that marketers should closely monitor the actions of rivals in order to proactively address developing issues, events, and circumstances. Provide one example of such successful close monitoring to support your rationale.

• Evaluate the value afforded by Lehmann and Winer's Level of Competition Model as an instrument for engendering the accurate identification and understanding of competition within the health care industry. Provide at least two specific examples of Lehmann and Winer's Level of Competition Model that apply within a health care organization with which you are familiar.