Marketing Strategy and Competitive Positioning pdf ebook

see also strategic collaboration
collaboration marketing 273
commercialisation of new products 347–8
commercialisation times, shortening of 65–6
commitment as risk in strategic alliances 442
commoditisation strategies 393
commodity buyers 366
communal activation (4Cs) 317
communication behaviour, segmentation by 188
communication with customers 372
communications aspect of internal marketing 468
communications strategies in marketing mix 305–11, 307–8
AIDA model 306
decisions 306–7
Internet use 308–11
advertising audience measurement 311
display advertising 309
pre-launch promotion 311
social media marketing 310–11
process 305
tools 307–8
communications tools 306–8
advertising 307
direct marketing 307–8
effectiveness 308
personal selling 307
public relations (PR) 307
sales promotions 307
sponsorship 308
communities, marketing to 236
community 16, 17
companies
changes in 242
fines for 389
responses to CSR 513–16
defensive approaches 514
denial/rejection 513–14
employee/manager perceptions 514
limited engagement 514

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572
INDEX
companies (continued )
new business models 514–15
social credibility 514–15
stakeholder perceptions 514
strategic moves 514
see also unique on companies; vanguard companies
company credibility for sustainable competitive 
advantage 273–4
company name 150
company records 98–9
company size, segmentation by 190
company social credibility and CSR 515–16
company technology, segmentation by 190–1
Compaq Computer Corporation 317
competencies 33
distinctive 33, 34–5, 258
inside-out 532, 540
marketing 531–2
outside-in 532, 540
spanning and integrating 532
see also core competencies
competition 40, 58
changing trends 528
Five Forces model of 72–6
quality of, in market attractiveness 239–40
retaliation 73
competitive advantage 20, 146
differentiation 124
low-cost focus 123
routes 46
see also sustainable competitive advantage (SCA)
competitive convergence trap 144
competitive differentiation 455
competitive factors in market attractiveness 239–40
competitive information, obtaining and disseminating 133–5
competitive intensity 413–14
competitive one-upmanship 339
competitive positioning 24, 44–7, 146
brands 152
differential advantage 45–7
cost leadership 45–6
differentiation 46
distinction with market segmentation 171–3
market targets 44–5
in pricing strategies 301
principles 173–5
and service 361–4
low service strategy 362–3
under- and over-searching traps 363–4
competitive positioning strategies 534–41
customised 540–1
differentiated benefits 538–40
innovation 536–7
price 535
quality 535–6
service 538
competitive posture in SPACE analysis 87
competitive strategies 274–85
build strategies 274–7
market expansion 274–5
market share gain through competitor 
confrontation 275–7
holding and defensive strategies 278–82
defensive strategies 278–82
market maintenance 278
competitiveness drivers in Five Forces model 75–6
competitor analysis 114–39
competitor benchmarking 116–18
aspects of business 116–17
comparisons
own processes 118
processes and operations 117
competitors 116–17
competitor information, obtaining and disseminating 133–5
competitor intelligence, disseminating 135–6
components of 120
dimensions of 118–31
capability profiles 127–9, 128
current and future objectives 120–2
underlying assumptions 121–2
current strategies and activities 122–7
marketing mix 124–5
marketing organisation 125
strategic focus 123–4
target markets 123
value-chain analysis 125–7
future strategies 129–31
retaliation 130
vulnerability 130
industry competition 118–19
marketing and sales 126
new-style competitors, entry of 118–19
substitutes 119
good competitors, choosing 131–3
stages of 120
competitor-defined markets 233–4
competitor information
sources of 134
dirty tricks 135
double agents 135
former employees 135
intermediaries 134–5
leakages 134
propaganda 134
publicity material 134
surveillance 135
competitor intelligence 135–6
competitor orientation 8, 11
competitor pricing levels 301
competitors
capabilities profiles 127–9
changes in 243
and CSR 507–8
complexity, isolating mechanism 147
components in strategic alliances 445
computer chips 68

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573
INDEX
concentrated marketing 248, 249–50
concentric networks 436
conflicted consumers 504
confused positioning 174, 175
confusion pricing 332
conquerors for build strategies 285
Conscious Consumers 5
Conscious Economy 487
conservative posture in SPACE analysis 87
consumer life cycle in segmentation 182–3
consumer markets, segmentation in 177–89
background customer characteristics 177–86
ACORN and related classificatory systems 183–4
consumer life cycle 182–3
demographic 178–80
lifestyle 184–5
personality 184
socio-economic 180–2
summary 186
customer attitudinal characteristics 186–7
benefit segmentation 186
perceptions and preferences 186
summary 187
customer behavioural characteristics 187–9
communication behaviour 188
consumption behaviour 187–8
marketing mix 188
purchase behaviour 187
relationship-seeking characteristics 188–9
summary 189
consumers
concept of 6
and CSR 500–1, 503–4
and ethical products 491–2
ethics and social responsibility 501
consumption behaviour, segmentation by 187–8
contingency planning 50
continuous daily activity versus sporadic projects 
mindset 477
continuous improvement 22–3, 98
contraction defence for sustainable competitive 
advantage 281
convenience stores 84
conventional buyer-seller relationship 408, 409
conversation (4Cs) 317
Cook, Tim 352, 353, 522
cooperation in innovation 334–5
cooperative partnerships 433
copyrights in internal marketing support assets 157
core business 232
core capabilities 148–9
core competencies 34, 258
management of 444
core product 264, 264–5, 269
core strategy, establishing 34–44
key factors for success (KFS) 41–4
increasing market share 43
market expansion 42–3
marketing objectives 41–2
profitability, improving 43–4
markets served 38–40
organisational resources 34–8
distinctive competencies 34–5
portfolio planning 36–8
product portfolio 35–6
SWOT analysis 40–1
corporate capabilities as market segmentation
problem 197
corporate citizenship 493
corporate culture
in internal marketing support assets 157
as market segmentation problem 197
corporate expenditure 393–4
corporate hospitality 491
corporate objectives in pricing strategies 301
corporate philanthropy 490
corporate reputation and CSR 487–9
correspondence analysis 225
cost advantages in internal marketing support
assets 156
cost leadership drivers
capacity utilisation 261
in competitive advantage 45–6, 46–7
economies of scale 260
experience and learning effects 260–1
integration, degree of 262
interrelationships 262
linkages 261–2
location and institutional factors 263
policy choices 262
summary 263
timing 262
cost plus pricing 303
cost reductions in new product innovation 341
counter-offensive defence for sustainable competitive 
advantage 280
country of origin (COO) 153–4
Country Properties 381
Cravens, D.W. and Piercy, N.F. 429, 434
creativity 343
defining 343
management of 343
criteria and market attractiveness 242
critical success factors (CSFs) see key factors
for success (KFS)
CRM (customer relationship management) 118,
314–15, 373–4
capabilities 161
criticisms of 374
customer loyalty 356
open marriage 356
pitfalls 374
successful implementation factors 374
technology expenditure 391
cross-validation approach 214
crown jewels resources 162

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574
INDEX
CSR (corporate social responsibility) 485–519
benefits to business 493–4
companies’ responses to 512–15
company social credibility 515–16
defensive approaches 514
denial/projection 513–14
employee/manager perceptions 515
limited engagement 514
new business models 514–15
stakeholder perceptions 515
strategic moves 514
countering intuition 500
criticisms of 498–9
customer value and 516–17
defensive initiatives 502–8
business-to-business customers and 504–5
competitors and 507–8
consumers and 500–1, 503–4
employees and managers 507
investors and 505
lobby groups and 505–6
suppliers and 507
drivers of 495–7
EC Green Paper (2001) 487
ethics and corporate reputation 487–9
exaggerated and misleading claims 499
future of 489–90
and innovative competitive advantage 508–12
internal company barriers 501–2
international differences 501
justifications for
licence to operate 496
moral obligation 496
reputation 496
sustainability 496
marketing strategy and 490–2
overview
as ethics-driven 494–5
as managerial process 495
as social obligation 494
as stakeholder obligation 494
risks and negative outcomes 497–8
scope of 493–5
unintended consequences of 499–500
Cubic Transportation Systems 423
Culliton, J. 287
cultural blocks to innovation 349
cultural environment 61–5
culture in marketing 7
Cunard 121–2
currency (4Cs) 317
current customers 95–7
customer analysis 94–113
information 107–10
current customers 95–7
expert systems 110
future customers 97–8
managerial interface 109
market models 108–9
marketing analytics 109
marketing decision support systems 108, 110
marketing information system (MIS) 107
raw data 108
statistical techniques 108
marketing research 98–106
company records 98–9
off-the-peg research 100–1
process 106–7
tailor-made research 101–6
customer attitudinal characteristics
business markets 191–2
consumer markets 186–7
customer attractiveness 413–14
customer-based marketing assets
brands 151–3
company name and reputation 150–1
country of origin (COO) 153–4
market domination 154
superior products and services 154
customer behavioural characteristics
business markets 192–3
consumer markets 187–9
customer business development (CBD) 388
customer capabilities, segmentation by 191
Customer Care Research 106
customer-company interface 375–6
customer contacts 362–3
customer-defined markets 233–4
customer delight 24, 368–9
customer demands 431–2
customer focus 19–20
customer intimacy in value disciplines 144
customer-led marketing 13–14
customer linkages for sustainable competitive advantage 273
customer location, segmentation by 190
customer loyalty 356, 357, 364
in strategic account management 415–16
customer needs 171
customer orientation 8, 10
customer portfolios
managing 406–8
direct channel 406
major accounts 407, 408
middle market 407
strategic accounts 407, 408
mapping process 408
resource allocation 399
customer relationship management (CRM) see CRM 
(customer relationship management)
customer relationships 391–2
requirements 414–15
customer requirements, identification of 24
customer retention 357, 358, 368
brands 152
customer satisfaction 357, 364
alienation 463

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575
INDEX
assessment 370
coercion 463
internal euphoria 463
measuring and monitoring 377–80
four-step approach 377
gap analysis 379
surveys 377
studies 462–3
synergy 463
customer service 364, 369
networked operations 446–7
customer technology, segmentation by 190–1
customer to customer (C2C) markets 305
customer value 302–3
creating for sustainable competitive
advantage 257–8
and CSR 516–17
customer value analytics (CVA) 109
customer versus product mindset 477
customers
bargaining power, market attractiveness 238
barnacles 356
building relationships with 367–9
butterflies 356
and CSR 491–2
demands 527
internal marketing of 401–2
key 532–3
loyalty 356
marketing messages, overwhelmed by 356
power of, online 299
requirements 355–6
sophistication and complexity 392–3
as stakeholders 16, 17
strangers 356
true friends 356
types
commodity buyers 366
most valuable 366