Marketing Strategy and Competitive Positioning pdf ebook

partners 366
under-performers 366
see also dominant customers
customised marketing 250
customised positioning 540–1
cyber security 387–8
cyclicality of demand, market attractiveness 238
damage by association 443
Dana Corp 465
Danone 179
Darwin, C. 522
data collection 98–9
for segmentation research 210–11
data sharing for benchmarking 117
data warehouses 66
Day et al. 218
Day, G.S. 143, 147
dead-end business 231
deal-makers 189
deciders, role in purchasing 96
decision-making processes as market segmentation 
problem 197
decision-making unit (DMU) 97, 192
decline phase of product life cycle 78, 294–5
Deere, John 235
defensive cannibalisation 330–1
defensive initiatives for CSR 502–8
defensive posture in SPACE analysis 87
defensive strategies for sustainable competitive 
advantage 274–85
contraction defence 281
counter-offensive 280
flanking defence 279–80
fortification strategies and position defence 278
mobile defence 280–1
pre-emptive defence for sustainable competitive 
advantage 280
Deise et al. 299
delight, customer 24, 368–9
delivery lead-time in supply chain assets 155
Dell 125
Internet sales 313
reduced energy consumption 511–12
salespeople 391–2
strategic alliances 438
demographic characteristics for segmentation 178–80
demographic variables 206, 208
depreciation of resources 143
depth interviews 377
in qualitative research 102
Design for Manufacturing and Assembly (DFMA) 347
design in product differentiation 267
desire (AIDA model) 306
Deutsche Bank Private Wealth Management 374
developments, product type 36
diesel cars 500
differential advantage in competitive positioning 45–7
cost leadership 45–6, 46–7
differentiation 46–7
differentiated benefits positioning 538–40
differentiated marketing 248, 249
differentiation
brand 271–2
in competitive advantage 46–7, 124
and competitive positioning 173–4
and cost leadership 45–6, 46–7
degree of, in market attractiveness 240
distribution 269–70
low 73
in marketing strategies 71
price 270
product 263–9
promotional 270–1
social media 271
strategic customers 393
dinosaurs, new product category 337

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576
INDEX
direct channels to customers 406
direct interviews for benchmarking 117
direct marketing 307–8
direct-to-consumer (DTC) brands 312
Directional Policy Matrix (DPM) 246
dirty tricks 135
discontinuous marketing turbulence 84
disengagement from strategic alliances 448
display advertising on the Internet 309
disruptive innovation 328–30
disruptive technology 56–7, 328
distinctive competencies 33, 34–5, 258
distribution capability 159
distribution channels 73
of internal marketing 468
distribution control 154–5
distribution differentiation 269–70
distribution networks 154
distribution strategies in marketing mix 311–13
channels 311–12
effects of Internet 312–13
distribution uniqueness in supply chain assets 155
distributors 16
divestment 284–5
dominant customers 406, 408–19
conventional buyer-seller relationship 408, 409
major account orientation 408
major account resource commitment 408–9
strategic account management 409–19
case for 410–11
vulnerabilities 411–19
strategic account partnership 409
double agents 135
doubtful positioning 174, 175
Doyle, Peter 4, 5, 6, 15, 16, 19
Drucker, Peter 35–6, 391, 525
Dulux 310
Dunlop 122, 413
duplication, protection from 142–3
dynamic capabilities of RBV 147–9, 532
coordination/integration role 148
dynamic marketing capabilities 159–61
absorptive marketing
learning 160–1
market-sensing 160
adaptive marketing
customer relationship management 161
market-targeting and positioning 161
Dynamic Yield 287–8
Dyson 243, 526
case study 90–3
Dyson, Sir James 14, 90, 91, 93, 243, 267, 537
e-service quality 375–6
customer-company interface 375–6
online versus offline 375–6
service fulfilment 375
trust and assurance 376
early adopters 291
early majority adopters 291
easyJet 251, 252, 382
easyProperty 382
eco-entrepreneurs 514
eco-innovators 511
Ecomagination initiative 512
economic environment 59–61
economic factors in market attractiveness 238–9
economic fluctuations and market attractiveness 240
economic growth 321
economic market position 245
economic value to customer (EVC) 301
economics 147
economies of scale in cost leadership 260
economisers 285
ecosystem marketing 71, 235
Eden Project 30–1
Edgecliffe-Johnson, Andrew 423–4
Efficient Consumer Response (ECR) programme 433
ego trips, product type 36
electric car industry 90–3
electricity production 329–30
Electrolux 526
Eley, Jonathan 518–19
Ellice, Rob 382
EMC 438
EMI 119
emotional blocks to innovation 349
empathy with customers 372
employees
buy-in 454
and CSR 507
perceptions of 515
and customer service 462–3
former, as sources of information 135
job satisfaction 462
as stakeholders 15–16, 17
enchantment 368–9
encirclement attack on competitors 276
Encyclopaedia Britannica (EB) 526
end-use market knowledge 399
Enterprise 145, 269
entries to market 73
entry barriers, market attractiveness 238
environment blocks to innovation 349
environmental stability in market environment 83–5
innovation turbulence 83, 84
marketing turbulence 83, 84
estate agency industry (case study) 381–3
Ethical Consumer 4, 5
ethical consumerism 492
ethical consumption 492
ethical products 4–5
ethics
and CSR 487–9
executive behaviour 491
European Single Market 60–1
Evans, F.B. 206
evolutionary fit 148

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577
INDEX
exit barriers 73
market attractiveness 238–9
expectations of superior service 370–2
managing and exceeding 371–2
communication 372
promises 371–2
reliability 372
experience effects in cost leadership 260–1
experiments in quantitative research 104–5
expert systems for marketing decision
support 110
exploitable marketing resources 245
exploratory research 106–7
explorers, technology customers 290
expressive blocks to innovation 349
extended marketing mix 314–15
physical evidence 315
processes 314–15
extensions in new product innovation 342
external marketing 466
strategies 460
external markets 465–6
external partners and marketing 479
Extinction Rebellion 65
Extractive Industries Transparency Initiative 508
facilitators in strategic alliances 445
factor analysis 107
Faded Champions 79, 80
failures, product type 36
Fairtrade 46, 65, 499
Fairy Liquid 539
fast failure 537
Feather Furniture 174
FedEx (case study) 448–50
Felton, A.P. 7
Fender 39
field versus office mindset 477
finance and marketing 475–6
financial performance measures 50
first-class air travel (case study) 199–201
first mover advantage 338
first-order segmentation 194
Five Forces model of competition 72–6
buyers’ bargaining power 75
competitiveness drivers 75–6
market entry threats 73–4
rivalry 72–3
substitution threats 74
suppliers’ bargaining power 74–5
flamingos, new product category 337
flanking attack on competitors 275–6
flanking defence for sustainable competitive 
advantage 279–80
flexible network 435
Flymo 266
focused marketing see concentrated marketing
Ford Motor Company
case study 164–7
lifestyle segments 185
suppliers 410
formalised screening system 346
Formula E (case study) 318–19
fortification strategies for sustainable competitive 
advantage 278
forward and backward integration in target
markets 246
fragmented markets in Advantage Matrix 89
franchises in internal marketing support assets 157
Frank et al. 250
frontal attack on competitors 275
frugal innovation 337
Fulton, Colm 354–5
functional approach to innovation 350
functional organisation in strategic marketing planning 48
future customers 97–8
future strategies of competitors 129–31
game theory 304
gap analysis 379
Gapper, John 226–9
Gates, Bill 66
Gatwick Airport 114–15
GDPR (General Data Protection Regulation) 299
Gelles, David 542–3
gender as basis for segmentation 178
General Electric (GE) 35, 337, 512
General Motors 435–6
generations 63
generic product 264
generic routes to sustainable competitive advantage 259–60
generic social issues 508
geographical location as basis for segmentation 179
gig economy 324, 432
Gillette 418
GlaxoSmithKlein 335
bribery 488
corruption probe 389
Gleisner, Ben 5
global brands 153
global economic recession (2008-10) 59
globalisation 61, 68–9
and innovation 336–7
globally integrated enterprises (GIEs) 427
Gluck, F. 261
goals 120–1
going rate pricing 303
good competitors, choosing 131–3
goods spectrum in CRM 359–61
Goodwin, John 25, 26, 26–7
Google 323
case study 111–12
innovation 340
mobile phones 454
renewable energy strategy 505
strategic alliances 433, 441
Grant, R.M. 146
Gratton, Lynda 334

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578
INDEX
Gray, Alistair 287–8
Gray, Simon 318–19
green marketing 15
Greenpeace 65, 310, 514, 518
greenwash criticisms 499
grey market 62
Greyser, S.A. 21
group discussions in qualitative research 102
growth, economic 321
growth phase of product life cycle 77, 294
guerilla tactics for sustainable competitive advantage 277
guitar market 39
H&M 502–3
Haeckel, S. 58
Hagel, John 56, 71, 273
Halfords 354–5
Hamel, Gary 144, 145, 331
Hampton Inn 455
Hancock, Alice 4–5
Harley-Davidson 230–1
Harris, Malcolm 228
harvesting strategies for sustainable competitive 
advantage 283–4
Hatched 381–2
Haycock, James 56–7
Head & Shoulders 43
heavy user concept 187–8
Heineman Jnr, B.W. 491
Heinz 418, 455
HelloFresh 185
Hewlett-Packard 403
hidden champions 533
hierarchical clustering 211, 212
Higginbotham, Amy 355
high service strategy 362
Hiquet, Jérôme 318, 319
holding and defensive strategies for sustainable competitive 
advantage 278–82
defensive strategies
contraction defence 281
counter-offensive 280
flanking defence 279–80
fortification strategies and position
defence 278
mobile defence 280–1
pre-emptive defence for sustainable competitive 
advantage 280
market maintenance 278
hollow network 435
Home Depot 504–5
Honda 432
staff handbook 454
Hoover 243, 526
Horizon Three businesses 334
horsemeat scandal (2012-13) 488
hot spots 334
House of Fraser 185
Howlett, Alexandra 320–1
Hrebiniak, L.G. 458–9
human resource management (HRM) 474–5
Huntingdon Life Sciences 506
IBM 119, 127, 192, 280, 329, 334, 335
collaboration with Apple 427
high-ranking customers 365
salesforce 395
Iceland Food 310
case study 518–19
idea generation in new product innovation 342–4
aids 343–4
creativity and production ideation 343
Igarashi, Julie 203
IKEA 236, 436
and CSR 494
reverse positioning 296
illusion business 231
imagination economy 327
IMI 410
Immelt, Jeff 438
improvement
continuous 22–3
innovation 22
product and process 23
inbound logistics in value-chain analysis 125
industries 57–8
and markets, compared 233
industry change, predicting 323–4
industry evolution
decline 81, 83
emergence 81, 82
and forecasting 81–3
transition to maturity 81, 82
industry evolution stage, market attractiveness 237–8
industry type, segmentation by 190
infidelity as outsourcing risk 446
influence of strategic sales organisation 403
influencers, role in purchasing 96
information 95