$18-1$ Define competitive advantage. How do companies go about finding their competitive advantage? $($AASCB: Oral and Written Communication; Reflective Thinking$)$

$18-2$ After identifying the firm$$s main competitors, what questions should marketing managers ask? Why is asking these questions important? $($AACSB: Oral and Written Communication; Reflective Thinking$)$

$18-3$ Describe the strategies market challengers can adopt, and explain why challengers might sometimes have an advantage over market leaders. $($AACSB: Reflective Thinking$)$

$18-4$ What is a market nicher? $($AACSB: Oral and Written Communication; Reflective Thinking$)$

$18-5$ How does a market$-$centered company compare to a customer$-$centered company, a competitor$-$centered company, and a product$-$oriented company? $($AACSB: Reflective Thinking; Application of Knowledge$)$

$18-6$ Describe the market follower strategies that can be adopted if runner$-$up companies opt not to challenge market leaders. $($AACSB: Oral and Written Communication; Reflective Thinking$)$