Marketing Strategy and Competitive Positioning pdf ebook

partnerships in internal marketing support assets 157
patents in internal marketing support assets 157
pearls, new product category 337
people
in extended marketing mix 314
in triple bottom line 65
People for the Ethical Treatment of Animals (PETA)
502–3, 506
PeopleMeters 104
Pepsi 78–9, 152, 441
perceived value pricing 303
perception and preferences segmentation in consumer 
markets 186
perception, dimensions of in quantitative positioning 222–4
perceptual blocks to innovation 349
perceptual mapping techniques 107
perceptual maps 222, 223, 224
performance assessment of strategic alliances 447–8
performance measures
financial 50
market 49
peripheral business 231
Persil 281
personal brands 152
personal interviews 103
personal relationships versus analysis mindset 477
personal selling 307
personality characteristics in segmentation 184
personality inventories 207
perverse customers 332–3
medicine 332–3
privacy 333
train fares 332
PEST analysis 58–9
pet insurance 320–1
Pew Research Center 227, 228
pharmaceuticals industry 323
fines for companies 389
philanthropy 495, 514
Phillips 517
physical environment 16–17, 65
physical environment impact and market attractiveness 241
physical evidence in marketing mix 315
Piercy, N.F. 232, 326
Piercy, N.F. and Morgan, N.A. 176, 197
pioneers
for build strategies 285
technology customers 290
in value innovation 331
PitPat 320–1
planet, in triple bottom line 65
PlanetTran 514–15
planning for internal marketing 471–3
Plimmer, Gill 56–7
pockets of strength in the supply chain assets 155
policy choices in cost leadership 262
political environment 59–61
political factors and market attractiveness 240
Polman, Paul 497
Pooler, Michael 90–3
pop-up advertising 309
Porsche 540
Porter, M.E. and Kramer, M.R. 496, 503, 508–9, 510, 514
Porter, Michael 12–13, 126–7, 256
competitive convergence trap 144, 145
market targets 232
portfolio analysis 35–6, 37
portfolio matrices 246
portfolio planning in core strategy 36–8
allocation of resources 37
analysing portfolio balance 37
business strategies 37
portfolios of resources 161–2
position defence for sustainable competitive advantage 278
positioning capabilities 161
positioning research
qualitative approaches 215–17
projective techniques 216
stimuli 216–17
quantitative approaches 217–25
alternative algorithms 225
attribute profiling methods 218–19
multidimensional positioning analysis 219–25

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587
INDEX
market segments locations 224–5
perception, dimensions of 222–4
product positions 221
post hoc/cluster-based approaches to segmentation
boundaries, setting 209–10
data analysis 211–13
data collection 210–11
implementation 214–15
validation 213–14
postal surveys 103, 104
potential product 264, 269
Powell, Matt 137
power as risk in strategic alliances 442
power structures, segmentation by 191
pre-emptive defence for sustainable competitive 
advantage 280
pre-launch phase of product life cycle 293
predictability, market attractiveness 238
predictive expectations 370
PREFMAP 223, 224, 225
pressure groups 65
Pret A Manger 4, 105
price comparison websites 528
price differentiation 270
price elasticity
of demand in pricing strategies 301, 302
market attractiveness 238
price element of internal marketing 467–8
price fixing 488
price positioning 535
price-seekers 189
pricing capability 159
pricing strategies in marketing mix 300–5
considerations
competitor pricing levels 301
corporate objectives 301
desired competitive positioning 301
economic value to customer (EVC) 301
price elasticity of demand 301
production costs 300–1
customer value 302–3
effects of the Internet 304–5
methods 303–4
cost plus pricing 303
going rate pricing 303
perceived value pricing 303
sealed bids 304
price elasticity of demand 302
promotional 304
Primark 501
business model 512
primary research 100
privacy 333
private jets 201
proactive cannibalisation 330–1
process improvement 23
processes in extended marketing mix 314–15
Procter & Gamble 125, 334, 335
collaboration 426–7
customer business development 388
merger with Gillette 418
open innovation 335
strategic alliances 426, 434
product and service management capability 158–9
product application, segmentation by 191
product (brand) management 48
product-customer matrix 234
product development in new product innovation 346–7
product differentiation in sustainable competitive 
advantage 263–9, 290
augmentation 266
bases for 268–9
branding 267
core and expected product 264–5
design 267
packaging 267
quality 266–7
service 267–8
product element of internal marketing 467
product-feature preferences, internal market 
segmentation 472
product improvement 23
product leadership in value disciplines 144
product life cycle (PLC) 36, 76–8, 292–7
decline phase 78, 294–5
growth phase 77, 294
introduction phase 76–7, 294
launch 293–4
maturity phase 77–8, 294
pre-launch 293
reverse positioning 296
stealth positioning 297
tunnel vision 296
turning points 295–6
product portfolio in core strategy 35–6
product positions in quantitative positioning 221
product push marketing 13
product status and volume, segmentation by 192–3
production costs in pricing strategies 300–1
products
atom-based 297, 312
bit-based 298, 312
in marketing mix
choice criteria 289–90
key concepts 289
new 337–40
categories 337, 341–2
development process 342–8
business analysis 346
commercialisation 347–8
idea generation 342–4
market testing 347
product development 346–7
screening 344–6
failures 339–40
market knowledge and marketing
proficiency 338
organising for new product development 349–51

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588
INDEX
products (continued )
planning for 340–2
process 340–2
speeding development process 348–9
successful 337–8
technical and production synergies and
proficiency 339
uniqueness/superiority 338
offered in market segmentation 235
problem-solving features 20–1
unique and valued 245, 272–3
profit, in triple bottom line 65
profitability 5
improving 43–4
potential 472
project team-functional matrix approach to
innovation 350
promiscuity as outsourcing risk 446
promises to customers 371–2
promotion capability 159
promotional differentiation 270–1
promotional pricing in marketing mix 304
cash rebates 304
loss leaders 304
low-interest finance 304
psychological pricing 304
special events 304
propaganda 134
property portals (case study) 381–3
prototypes 347
PSA (case study) 165–6
psychological pricing 304
public relations (PR) 270, 307
public sector recession (2010) 59
publicity material 134
published sources for benchmarking 117
published statistical information on competitors 133
pull strategies 312
purchase behaviour, segmentation by 187
purchasers, role in purchasing 96
purchasing organisation, segmentation by 191
purchasing policies, segmentation by 191
Purplebricks 382–3
purpose, business 30–3
purpose of market segmentation 195
push strategies 312
qualitative research 101, 102–3
approaches to positioning research 215–17
depth interviews 102
group discussions 102
projective techniques
brand/company as animal/person 216
friendly martian 216
role-play 216
stimuli
animatics 216
association techniques 216
cartoon and story completion 216–17
concept boards 216
visual product mapping 217
quality
consumer perception of 266
in product differentiation 266–7
quality control 261–2
quality positioning 535–6
quantitative research 101, 103–6
approaches to positioning research 217–25
alternative algorithms 225
attribute profiling methods 218–19
multidimensional positioning analysis 219–25
market segments locations 224–5
perception, dimensions of 222–4
product positions 221
experimentation 104–5
in marketing research process 107
observation techniques 104
surveys 103–4
quantitative testing, simulated supermarket tests 105
Quinn, J. 442
R&D resources 283
marketing and operations functions 478–9
reduced spending on 335
relationship marketing 479
radical innovation 327–8
raw data for customer analysis 108
Red Bull 250
Reebok 299
Reed, John 286
reference groups, internal market segmentation 472
regulation and market attractiveness 240–1
reinvention of modern markets 325, 326
related classificatory systems 183–4
relationship building 71
relationship exploiters 188
relationship marketing 356, 364–9, 532–3
building relationships 367–9
delighted customers, creating 368–9
loyalty 367–8
structural ties and bonds 368
employee involvement and commitment 367
foundations of 366
relationship marketing ladder 364–5
relationship seekers 188
relationship-seeking characteristics, segmentation
by 188–9
relative market share 244
relative positioning target markets 245
reliability of services 372, 372–3
Renault 337
renewal of modern markets 325
Reno, Jay 174
repositioning in new product innovation 341
reputation, company 151
research see marketing research
resource base see organisational resource base
resource-based marketing 12–14

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589
INDEX
resource-based view (RBV) of the firm 13, 145–9
capabilities and assets 147
corporate resources 147
criticism of 147
dynamic capabilities 147–9
theoretical foundations 146–7
resource gaps in strategic collaboration 432–3
resource portfolios 161–2
resources see organisational resource base
responsible investing 505
responsive CSR 509
responsiveness to customers 373
results versus process mindset 477
retail sector 83–4
retaliation by competitors 73, 130
reverse innovation 337
reverse mentoring 465
reverse positioning 296
revolution of modern markets 325
rich-media advertising 309
Richardson Sheffield Ltd 373
Ries, A. and Trout, J. 174, 271, 272
risk
in strategic alliances 442–3
in strategic collaboration 431–2
rivalry in Five Forces model 72–3
Robertson, David 25, 26
Rogers, Carl 290–1
Rolls-Royce 360–1
alliance with BMW 440