Marketing Strategy and Competitive Positioning pdf ebook

The Lord of the Rings (LOTR) 298
L’Oréal 4
loss leaders 304
low-interest finance 304
low service strategy 362–3
loyal buyers 189
loyalty in CRM 367–8
financial benefits 367
social benefits 367–8
Lucozade 249–50
Luxottica 440
luxury car market 80–1
luxury innovators 189
macro-environments 58–9
marketing strategies 71
new strategies 70–2
Mahindra & Mahindra 336
Maignan, I. and Ferrell, O.C. 494
major account orientation 408, 409
major account resource commitment 408–9
major accounts, customers as 407, 408
management strength and depth in target markets 246
managerial interface in customer analysis 109
managerial segmentation 195–6
managerial skills for sustainable competitive advantage 285
managers 16
managers and CSR 507
perceptions of 515
Mansfield, Sarah 273
Manson, Katrina 420–2
Marconi 417
Marcus, Stanley 233
margins, market attractiveness 239
market attractiveness 44–5
market boundaries
blurring of 431
changes in 244
market complexity 431–2
market domination in customer-based marketing
assets 154
market entry threats in Five Forces model 73–4
market environment, changes 56–93
Advantage Matrix 87–9
competition 58
economic and political environment 59–61
European Single Market 60–1
internationalisation and globalisation 61
environmental stability 83–5
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
industry evolution and forecasting 81–3
macro-environment 58–9
new strategies 70–2
marketing strategies 71–2
marketing infrastructure and practices 68–70
globalisation of markets 68–9
role of marketing 69–70
PEST analysis 58–9
product life cycle (PLC) 76–8
social and cultural environment 61–5
demographic change 62
grey market 62
living patterns and lifestyles 64
multi-ethnic societies 63–4
pressures on organisations 64–5
youth market 62–3
SPACE analysis 85–7
strategic groups 78–81
technological environment 65–8
commercialisation times 65–6
Internet of Things (IoT) 66–7
pressures on organisations 66–8
market expansion for sustainable competitive 
advantage 274–5
market factors in market attractiveness 238–9
market launching 347–8
market maintenance for sustainable competitive 
advantage 278
market management organisation 49
market models for customer analysis 108–9
market niche strategies for sustainable competitive 
advantage 282–3
choice of niche 282–3
focusing effort 283
market offer in marketing mix 288–300
diffusion of innovation 290–2
impact of Internet 297–300
atom-based products 297
bit-based products 298
customer service and support 298–9
key product/service concepts 289
product life cycle 292–7
product/service choice criteria 289–90
product/service differentiation 290
market orientation 145
assessment 10–12
components and context 9
heightened 531
high levels 18
in internal planning 471
networked operations 446–7
market performance measures 49
financial 50
Market Research Society 180, 181

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582
INDEX
market segmentation 170–201
autonomous vehicles (AV) 170–1
bases for 177
benefits of 194–5
business markets 189–93
attitudinal characteristics 191–2
background company characteristics 190–1
behavioural characteristics 192–3
summary 193
consumer markets 177–89
background customer characteristics 177–86
customer attitudinal characteristics 186–7
customer behavioural characteristics 187–9
distinction with competitive positioning 171–3
identifying and describing 193–4
implementation of 195–8
scope and purpose 195
sources of problems 196–8
strategic, managerial and operational levels 195–6
in internal marketing 472
principles 175
selecting market targets 235–6
underlying premises 176–7
implementation of strategies 177
methodology 176
robustness, testing 176
strategic decisions 177
market segments
attractiveness, in selecting targets 236–44, 247
change, impact of 242–4
competitive factors
competitive intensity 239–40
differentiation, degree of 240
quality of competition 239–40
substitution, threat of 240
criteria, clear and explicit 242
economic and technological factors 237–8
bargaining power of suppliers 239
barriers to entry 238
barriers to exit 238–9
investment 239
level of technological utilisation 239
margins available 239
general business environment 240–2
economic fluctuations, exposure to 240
political and legal factors, exposure to 240
regulation, degree of 240–1
social acceptability and physical environment impact 
241
market factors 237–8
bargaining power of customers 238
predictability 238
price elasticity and sensitivity 238
seasonality and cyclicality of demands 238
segment growth rate 237
size of segment 237
stage of industry evolution 237–8
first- and second-order 194
making choices 246–8
market-sensing capability 160
market share, rate of change 245
market strategy 471
market-targeting capabilities 161
market targets 230–52
alternative strategies 248–50
concentrated marketing 248, 249–50
customised marketing 250
differentiated marketing 248, 249
undifferentiated marketing 248
capability profile 245–6
clear, tight definition of 273
in competitive positioning 44–5
core business 232
current and potential strengths 244–6
current market position 244–5
economic and technological position 245
making segments choices 246–8
market definitions 233–4, 233–5
competitor-defined markets 233–4
customer-defined markets 233–4
different 233
ecosystem marketing 235
jobs-to-be-done theory 235
product-customer matrix 234
market segment attractiveness 236–44, 247
change, impact of 242–4
competitive factors 239–40
criteria, clear and explicit 242
economic and technological factors 238–9
general business environment 240–2
market factors 237–8
market segmentation 235–6
market or markets served 235–6
marketing to communities 236
products or services offered 235
strategic traps
dead-end business 231
illusion business 231
peripheral business 231
market testing of new products 347
marketing
alignment with sales 389
to communities 236
competitive arena, changing 525–9
business environment, changes in 525–7
markets, changes in 527–8
competitive positioning strategies 534–41
customised 540–1
differentiated benefits 538–40
innovation 536–7
price 535
quality 535–6
service 538
concept 6–10
definitions 6–8
fundamentals 19–23
and change 22–3
competitive advantage 20

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583
INDEX
everyone’s job 21
focus on customers 19–20
market heterogeneity 21–2
product benefits 20–1
infrastructure and practices 68–70
role of marketing 69–70
misconceptions about 21
in network organisations 447
organisational change 529
orientation 8–10
definitions 8
resource-based view of 12–14
role of in marketing infrastructure 69–70
scrutiny of activities 389–90
in strategic management 23–5
strategy, fundamentals of
heightened market orientation 531
key customers, closer relationships 532–3
learning organisation 530–1
marketing role, rethinking 533–4
positioning
assets, capabilities and competencies 531–2
superior customer value 530–1
marketing analytics for customer analysis 109
marketing and sales in value-chain analysis 126
marketing assets 148, 149–58, 531–2
alliance-based 157–8
company-based
brands 151–3
company name and reputation 150–1
customer-based
country of origin (COO) 153–4
market domination 154
superior products and services 154
internal marketing support
copyrights and patents 157
corporate culture 157
cost advantages 156
existing customer base 156
franchises and licenses 157
information systems and market intelligence 156