Marketing Strategies: Segmentation to Advantage

Chapter 7: Segmentation, Targeting, Positioning

7.2 Global Market Segmentation

  • Conventional Wisdom vs. Unconventional Wisdom
  • Benefits Sought
  • Behavioral Characteristics
  • Demographics
  • Psychographics

7.3 Assessing Market Potential & Choosing Target Markets

Three Basic Criteria:

  1. Current Segment Size & Growth Potential
  2. Potential Competition
  3. Feasibility & Compatibility

7.4 Framework for Selecting Target Markets

7.4 Target Market Strategy Options

  1. Standardized Global Marketing
  2. Concentrated Global Marketing
  3. Differentiated Global Marketing

7.5 Positioning

  1. Attribute / Benefit
  2. Competition
  3. Quality & Price
  4. Use or User

7.5.1 Positioning Strategies

Global, Foreign, & Local Consumer Culture Positioning

Chapter 10: Branding & Product Decisions

10.1 Basic Product Concepts

  1. Local Products & Brands
  2. International Products & Brands
  3. Global Products & Brands
  4. Global Brand Development

10.2 Extend, Adapt, Create: Strategic Alternatives

  1. Strategy 1: Dual Extension
  2. Strategy 2: Product Extension Communication Adaptation
  3. Strategy 3: Product Adaptation Communication Extension
  4. Strategy 4: Dual Adaptation
  5. Strategy 5: Product Invention

10.2.1 How to Choose a Strategy?

10.3 New Products in Global Marketing

  1. Identifying New Product Ideas
  2. International New Product Department
  3. Testing New Products

Chapter 11: Pricing Decisions

11.1 Global Pricing Objectives & Strategies

  1. Market Skimming & Financial Objectives
  2. Penetration Pricing & Non-Financial Objectives

11.2 Global Pricing: Three Policy Alternatives

  1. Extension / Ethnocentric
  2. Adaptation / Polycentric
  3. Geocentric

11.3 Gray Market Goods

  1. Dilution of Exclusivity
  2. Free Riding
  3. Damage to Channel Relationships
  4. Undermining Segmented Pricing Schemes
  5. Reputation & Legal Liability

Chapter 12: Global Marketing Channels

12.1 Channel Objectives

  1. Form Utility
  2. Information Utility
  3. Place Utility
  4. Time Utility

12.2 Global Retailing

12.2.1 Reasons for Considering Global Retailing

  • Critical Question
  • Environmental Factors

12.2.2 Classifying Global Retailers

12.2.3 Global Retailing Strategies

  1. Chain Acquisition
  2. Franchise
  3. Joint Venture
  4. Organic Growth

Chapter 13: Advertising

13.1 Global Advertising

(Standardization vs. Adaptation)

13.2 Creating Global Advertising

13.2.1 Cultural Considerations

Chapter 14: Sales Promotion

14.1 Non-price Promotions

14.2 Consumer Sales Promotions

14.3 Trade Sales Promotions

14.4 Global or Local

  1. Income
  2. Market Maturity
  3. Local Perceptions
  4. Local Regulations
  5. Trade Structure in Retailing Industry

14.5 Sampling

14.6 Couponing

14.7 Sales Promotion: Issues & Problems

  1. Fraud
  2. Regulations Vary by Country
  3. Cultural Dispositions to Coupons & Other Promotions

Chapter 16: Competitive Advantage

16.1 Competitive Advantage

16.1.1 Generic Strategies for Creating Competitive Advantage

16.1.1.1 Broad Market Strategies
  1. Cost Leadership (Low Price)
  2. Product Differentiation (Premium Price)
16.1.1.2 Narrow Market Strategies
  1. Cost Focus (Low Price)
  2. Focused Differentiation (Premium Price)

16.1.2 Creating Competitive Advantage via Strategic Intent

  1. Building Layers of Advantage
  2. Changing the Rules of Engagement
  3. Collaborating
  4. Searching for Loose AB.
Lorem ipsum dolor sit amet, consectetur adipiscing elit. A purus vestibulum aliquam pellentesque at ut. Suspendisse potentia. In sit amet risus quam, et egest mauris. Nunc ut feugiat est risus facilisis condimentum. Velit Sed et turpis, sit amet pharetra lacus.
Lorem ipsum dolor sit amet, consectetur adipiscing elit. A purus vestibulum aliquam pellentesque at ut. Suspendisse potentia. In sit amet risus quam, et egest mauris. Nunc ut feugiat est risus facilisis condimentum. Velit Sed et turpis, sit amet pharetra lacus.


16.2 Global Competition & National Advantage

  1. Factor Conditions
  2. Demand Conditions
  3. Related & Supporting Industries
  4. Firm Strategy, Structure & Rivalry