Marketing Strategy and Competitive Positioning pdf ebook

partnerships 438–9
vertical integration 440
Allied-Domecq 475
Alton Towers 219, 221, 223, 224
Amadeus 94–5
Amazon 541
Alexa 111
bespoke stores 298–9
case study 51–2, 111, 112
customer types 367
data collection 99
logistics 126
Ambler, T. 50
American Adventure theme park 219, 221, 222, 223, 224
American Marketing Association (AMA) 7
Anderson et al. 516–17
Andreessen, Marc 133
animal testing 494, 500, 506
anorexia industrialis 529
Ansoff, H.I. 83, 84, 94
anti-sugar campaign 506
Apple 256, 257, 294, 329, 511
collaboration with IBM 427
and CSR 491
new products (case study) 352–3
strategic alliances 441
switching suppliers 416
television 522–4
vertical integration 440
appraisals 314
Argo Group 319
Argos 439
arms-length transaction customers 189
artificial intelligence (AI) 109
Asda 42, 439
assets, marketing 531–2
assumptions of firms 121–2
assurance for customers 372
assurance in e-service quality 376
Atari 88
atom-based products 297, 312
attribute profiling in quantitative positioning 218–19
Audi 271–2
augmented product 264, 266, 269
automotive industry 156, 441, 536
in China (case study) 164–7
electric cars (case study) 90–3
autonomous vehicles (AV) 170–1
awareness (AIDA model) 306
B&Q 499
BA (British Airways) 330
BAA 114–15
Baby Boomer generation 183
background customer characteristics
business markets 190–1
consumer markets 177–86
badger culls 505–6
Baidu (case study) 112–13
balance of power in strategic relationships 412
balanced scorecard 447
Bamford et al. 444
INDEX

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570
INDEX
Banga, Ajay 423–4
banner advertising 309
Barclays 374
bargaining power, internal market segmentation 472
barnacles in CRM 356
Barratt Developments 62
Barrère, Hervé 420–1
bases for product differentiation 268–9
ability to copy 268
minimum customer expectations 268
motivators 268
Beck, Marla 228
Becker, William 267–8
Beeny, Sarah 383
Beesley, Arthur 452–3
Bellew, Peter 453
Belton House 220, 221, 222, 223, 224
benchmarking 116–18
aspects of business 117
comparisons
own processes 118
processes and operations 117
data sharing 117
direct interviews 117
published sources 117
competitors 116–17
Benckiser, Reckitt 500
benefit segmentation 21–2, 186, 192
betrayal as outsourcing risk 447
Betty’s Tea Rooms 536
Bezos, Jeff 291, 298
big-bang disrupters 329
big data 109
big ideas in innovation strategy 333–4
big think strategy 334
biotechnology industry 441
bit-based products 298, 312
black holes resources 162
Blue Source 511
BMW 123
(case study) 167
alliance with Rolls-Royce 440
Body Shop 241
and CSR 494
Boeing 433, 441
Bohr, N. 522
Boland, Vincent 251–2
Bonderman, David 252, 453
bonds in CRM 368
Boots Pharmaceuticals 81
Borden, Neil 287, 288
The Borderless World (Ohmae) 432
Boston Consulting Group (BCG) 260–1
BP 440
Bradshaw, Tim 111–13, 352–3, 522–3
brand ambassadors 454
brand differentiation 271–2
brand establishment for sustainable competitive 
advantage 273–4
Brand, Helen 229
brand loyalists 189
brand loyalty in purchase behaviour 187, 188
brand management 48
brand status and volume, segmentation by 192–3
brand values 64
branding for product differentiation 267
brands 151–3
as marketing assets 151–3
sustainable competitive advantage 273–4
Branson, Richard 338
breakaway positioning 296
bribery 488
bricks and clicks operations 317
Broad Group 511
broadcasting industry 82
Brown, S. 533
Bruce, Michael 382–3
BT (British Telecom) 417
bugging 135
build strategies for sustainable competitive advantage 274–7
market expansion 274–5
market share gain through confrontation 275–7
bypass strategy 277
encirclement attack 276
flanking attack 275–6
frontal attack 275
guerilla tactics 277
pioneers and conquerors 285
Burton, Jon 26
business analysis in new product innovation 346
business markets
changes in 525–7
segmenting 189–93
attitudinal characteristics 192–3
background company characteristics
company size 190
company technology 190–1
customer capabilities 191
customer location 190
industry type 190
power structures 191
product application 191
purchasing organisation 191
purchasing policies 191
behavioural characteristics 192–3
buyers’ personal characteristics 192
product/brand status and volume 192–3
decision-making unit (DMU) 192
summary 193
business models
20:80 rule 411
competition between 325
in innovation strategy 324–6
Internet pioneers 315–16
Internet pragmatists 316
pay-as-you-drive 325
unicorn companies 317
business purpose/mission 30–3

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571
INDEX
business scandals 493
business-to-business (B2B) customers and CSR 504–5
business to business (B2B) markets 305
Butterball 4
butterflies in CRM 356
buyer-seller relationships 399–400
balance of dependence 412–13
conventional 408
buyers
bargaining power in Five Forces model 75
personal characteristics, segmentation by 192
bypass strategy for sustainable competitive advantage
market share gain through competitor
confrontation 277
Cable, Dan 343
CACI 207
Cadbury Schweppes 179
Caffè Nero 505–6
calculators 22
Calder, B.J. 215, 216
call centres 374
Callaghan, Liam 26
Campbell, Peter 90–3
capabilities in marketing resources 148–9
capability profile of target markets 245–6
forward and backward integration 246
management strength and depth 246
marketing strength 246
capability profiles of competitors 127–9
conceive and design, ability to 128
finance, ability to 128
manage, ability to 128
market, ability to 128
produce, ability to 128
capacity utilisation
in cost leadership 261
in target markets 245
capitalism, failures of 489
capitalist philanthropy 514
carbon credit projects 498
cash flow balance 37
cash rebates 304
category management 20–1
in grocery retailing 58
in strategic marketing planning 48–9
Caterpillar 235
Cattell 16-Personality Factor Inventory 184
causal ambiguity 142–3, 147
cause-related marketing 15
Center Parcs 183
Cereal Partners Worldwide 432
CES (Consumer Electronics Show) 111
Cespedes, Frank 398, 476
Chandy, R.K. and Tellis, G.J. 330
change see market environment, changes
changing environmental turbulence 84
channels of distribution 311–12
Chatsworth House 220, 221, 222, 223, 224
China
Ford car production 164–7
millennials 229
China, economic growth 61
choice barriers, internal market segmentation 472
choice criteria in marketing mix 289–90
Christensen, Clayton 323, 328
cider market 242–3
classificatory information 177–86
Clearcast 518
cloud computing 323
cluster analysis 107, 210, 211, 212–13, 224
validation 213–14
co-creation 317
Coca-Cola 78–9, 151, 152, 153, 154–5, 488
negative publicity 503, 515
coercion in customer satisfaction 463
collaboration
between multinationals 426–7, 428
in innovation 334–5