Marketing Strategy and Competitive Positioning pdf ebook

partnerships 157
production expertise 157
technological skills 156–7
supply chain
delivery lead-time and security of supply 155
distribution control 154–5
distribution networks 154
distribution uniqueness 155
pockets of strength 155
supply network 155
marketing capabilities 158–9
advertising, promotion and selling 159
distribution 159
pricing and tendering 159
product and service management 158–9
marketing challenge in strategy implementation
457–60
marketing channel networks 436
marketing decision support systems (MDSS) 108, 110
characteristics of 110
data-orientated 110
model-orientated 110
‘marketing department marketing’ misconception 21
marketing evaluation 473
marketing exchange companies 436
marketing information system (MIS) 107, 109
marketing-led strategic management 4–27
competitive positioning 24
identification of customer requirements 24
marketing concept 6–10
marketing fundamentals 19–23
marketing orientation 8–10
marketing strategy 24–5
organisational stakeholders 14–19
contribution of marketing to stakeholder 
objectives 18–19
resource-based marketing 12–14
marketing metrics 50
marketing mix 43, 287–319, 297
4Cs 317
4Ps of 288
communications strategies 305–11
AIDA model 306
decisions 306–7
Internet use 308–11
process 305
tools 307–8
competitors 124–5
connected 317
in consumer markets 188
distribution strategies 311–13
channels 311–12
effects of Internet 312–13
extended mix 314–15
people 314
physical evidence 315
processes 314–15
market offer 288–300
diffusion of innovation 290–2
impact of Internet 298–300
key product/service concepts 289
product life cycle 292–7
product/service choice criteria 289–90
product/service differentiation 290
new businesses and models 315–17
Internet pioneers 315–16
Internet pragmatists 316–17
unicorn companies 317
pricing strategies 300–5
considerations 300–1
customer value 302–3
effects of the Internet 304–5
methods 303–4
price elasticity of demand 302
promotional 304
in strategic marketing planning 47–8
marketing objectives 41–2

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584
INDEX
marketing organisation of competitors 125
marketing programmes 472–3
marketing research 95, 98–106
company records 98–9
off-the-peg research 100–1
process 106–7
analysis and interpretation 107
exploratory research 106–7
problem definition 106
quantitative research 107
tailor-made research 101–6
marketing resources 142–3
capabilities 148–9
dynamic capabilities 149
dynamic marketing capabilities 159–61
exploitable 245
marketing assets 148, 149–58
marketing capabilities 158–9
marketing strategies 71–2
and CSR 490–2
differentiation 71
leverage 71, 72
measuring success 71
marketing strategy process 33–4
marketing strength in target markets 246
marketing turbulence 83, 84
markets
adjustments in 333
analysis of 38–40
changes in 233, 242–3, 527–8
competitor-defined 233–4
current position
exploitable marketing resources 245
market share, rate of change 245
relative market share 244
unique and valued products and services 245
customer-defined 233–4
differences from industries 57–8
economic and technological position 245
globalisation 68–9
and industries, compared 233
reinventing of 243–4
Marks & Spencer 536
Maroto, Luis 94
Marriott 462
Mars 32
Martini 185
MasterCard 423–4
maturity phase of product life cycle 77–8, 294
mavericks 343
Mayfield, Sir Charlie 18
McDonald, Malcolm 195
McDonald’s 287–8
and CSR 485–6
employee buy-in 454–5
McLibel case 486
strategic alliances 433
McKinsey/GE Business Screen 246
Mercedes 439
Merck 441
Microsoft
and CRS 511–12
standards on employee diversity 491
Microsoft Office 88
middle markets, customers as 407
migrators in value innovation 331
millennials (case study) 226–9
Millennium Commission 30
Milne, Richard 25–7, 482–4
Mishkin, Sarah 51–2
mission
defining 30–3
formulation 31–3
mission statements 31–3
distinctive competencies of organisations 33
market definition 33
positioning 33
strategic intent 32
value of organisation 32
MIT team 511
mobile defence for sustainable competitive advantage 280–1
modifications in new product innovation 341–2
Moncler 140–1
Monster 435
Montagne, Amy 202, 203
Mooney, Andy 39
Moore, G.A. 291–2, 537
MoreThan 320–1
Moss Kanter, Rosabeth 487
most valuable customers, service to 366
Motorola 454
Movebubble 382
multi-channel customer management 312–13
multi-ethnic societies 63–4
multi-mode marketing 71
multi variable segmentation research 207–8
multidimensional analysis in quantitative positioning 219–25
market segment locations 224–5
perception, dimensions of 222–4
product positions 221
mutually beneficial exchanges 8
National Trust 224
natural environment 16–17, 65
NCR Corporation 437
Nespresso 269
Nest Laboratories 441, 511
Nestlé 310, 337, 505, 514
case study 420–2
Netflix 524
networks 429
characteristics 429–30
commitment and interdependence 442
damage by association 443
forms 434–6
inter-organisational ties 430
management of 444–6
components 445

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585
INDEX
drivers 445
facilitators 445
market orientation and customer service 445–6
marketing 447
network effectiveness 445
organisational change 445