Reading: Marketing in Action
1.4 The Marketing Concept
Reading: Marketing and Customer Relationships
1.7 Value of Marketing
3 Reading: Why Customers Matter
5 Reading: Defining Your Target Market
8 Reading: Communicating the Value Proposition
9 2.5 Evaluating Value Proposition Examples
14 Reading: Components of the Marketing Mix
17 Reading: Finding the Right Marketing Mix
19 2.8 Role of Marketing Plan
29 3.4 Segmentation Decisions
31 Case Study: Bumble Targets Women and Breaks Norms
34 Case Study: Red Bull Wins the Extreme Niche
36 3.6 Putting It Together: Segmentation and Targeting
41 Reading: Strategy and Tactics
43 Reading: Strategy and Objectives
44 4.3 Marketing Strategy Mechanics
48 Reading: Evaluating Marketing Results
54 Reading: Market Penetration Example
55 Reading: Market Development Example
56 Reading: Product Development Example
57 Reading: Diversification Example
61 4.7 Putting It Together: Marketing Strategy
65 Reading: Defining Ethics
67 Reading: New Challenges in Marketing Ethics
69 Reading: Product Liability
70 Reading: Fraud in Marketing
71 5.4 B2B and B2C Marketer Ethical Dilemmas
72 Reading: Gifts and Bribes
73 5.5 Ensuring Ethical Marketing and Sales
75 Reading: Ethics for Marketing Employees
80 5.7 Putting It Together: Ethics and Social Responsibility
83 6.2 Importance of Marketing Information
84 Reading: The Importance of Marketing Information and Research
85 Case Study: Juicy Fruit Gum
87 Reading: Types of Marketing Information
88 6.4 The Marketing Research Process
90 6.5 Marketing Research Techniques
94 Reading: Marketing Data Sources
95 6.7 Customer Relationship Management (CRM) Systems
98 Reading: Using Marketing Information
103 Reading: The Black Box of Consumer Behavior
106 Reading: Low-Involvement vs. High-Involvement Decisions
109 Reading: Situational Factors
110 Reading: Personal Factors
111 Reading: Psychological Factors
116 Video: Complexities of a B2B Solution Sale
122 Reading: Defining Positioning and Differentiation
123 8.3 The Positioning Process
124 Reading: The Positioning Process
125 Video: Starbucks Delivers Community and Connection
126 8.4 Developing Positioning Statements
127 Reading: Developing Positioning Statements
128 8.5 Repositioning
129 Reading: Repositioning
130 8.6 Implementing Positioning Strategy
134 9.1 Why It Matters: Branding
136 Reading: Elements of Brand
137 Video: REI Builds Brand by Closing on Black Friday
139 9.3 Brand Equity
142 Reading: Brand Positioning and Alignment
145 Reading: Name Selection
149 Reading: Brand Development Strategies
154 10.2 Products and Marketing Mix
157 Reading: Products and Services
160 10.3 Product Life Cycle
162 Reading: Marketing through the Product Cycle
165 Reading: The Product Portfolio
168 10.5 New Product Development Process
169 Reading: Overview of the New-Product Development Process
170 Reading: Generating and Screening Ideas
171 Reading: Developing New Products
177 10.7 Putting It Together: Product Marketing
182 Reading: The Psychology of Pricing
189 11.4 Common Pricing Strategies
191 Reading: Penetration Pricing
194 11.5 Price Elasticity
200 Reading: Competitive Bidding
205 12.2 Using Channels of Distribution
208 Reading: Channel Structures
209 Reading: The Role of Intermediaries
215 Reading: Service Outputs
216 12.4 Retailers As Channels of Distribution
218 Reading: Types of Retailers
219 Reading: Retail Strategy
220 12.5 Integrated Supply Chain Management and the Distribution Strategy
230 13.3 Defining the Message
232 13.4 Determining IMC Objectives and Approach
238 Reading: Sales Promotions
244 13.6 Using IMC in the Sales Process
248 13.8 Measuring Marketing Communication Effectiveness
257 14.2 Globalization Benefits and Challenges
258 Reading: Globalization Benefits and Challenges
259 14.3 Approaches to Global Competition
261 Reading: Approaches to Global Competition
263 Reading: Applying Marketing Principles in the Global Environment
265 Reading: Demographic Factors Shaping the Global Marketing Environment
266 Reading: Cultural Factors Shaping the Global Marketing Environment
267 Reading: Institutional Factors Shaping the Global Marketing Environment
268 14.5 Putting It Together: Marketing Globally
271 15.2 Elements of the Marketing Plan
276 15.4 The Marketing Plan in Action
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123 8.3 The Positioning Process
123 8.3 The Positioning Process
Learning Objectives
- Explain the concept of competitive advantage and how it relates to positioning strategy
- Differentiate between product features and benefits
- Explain positioning (perceptual) maps
- Identify common positioning strategies
- Explain the process of selecting a positioning and differentiation strategy
Positioning and differentiation are powerful tools to help you establish the market position you want for your product or service. In this section you’ll learn how various positioning approaches work for different target segments and how to choose an effective positioning and differentiation strategy.
Learning Activities
- Reading: The Positioning Process
- Video: Starbucks Delivers Community and Connection