Marketing Strategy and Competitive Positioning pdf ebook
partnerships in internal marketing support assets 157
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hooley graham et al marketing strategy and competitive posit
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 219–25 587 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 349–51 588 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 12–14 589 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 Download 6.59 Mb. 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