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:
- Current Segment Size & Growth Potential
- Potential Competition
- Feasibility & Compatibility
7.4 Framework for Selecting Target Markets
7.4 Target Market Strategy Options
- Standardized Global Marketing
- Concentrated Global Marketing
- Differentiated Global Marketing
7.5 Positioning
- Attribute / Benefit
- Competition
- Quality & Price
- Use or User
7.5.1 Positioning Strategies
Global, Foreign, & Local Consumer Culture Positioning
Chapter 10: Branding & Product Decisions
10.1 Basic Product Concepts
- Local Products & Brands
- International Products & Brands
- Global Products & Brands
- Global Brand Development
10.2 Extend, Adapt, Create: Strategic Alternatives
- Strategy 1: Dual Extension
- Strategy 2: Product Extension Communication Adaptation
- Strategy 3: Product Adaptation Communication Extension
- Strategy 4: Dual Adaptation
- Strategy 5: Product Invention
10.2.1 How to Choose a Strategy?
10.3 New Products in Global Marketing
- Identifying New Product Ideas
- International New Product Department
- Testing New Products
Chapter 11: Pricing Decisions
11.1 Global Pricing Objectives & Strategies
- Market Skimming & Financial Objectives
- Penetration Pricing & Non-Financial Objectives
11.2 Global Pricing: Three Policy Alternatives
- Extension / Ethnocentric
- Adaptation / Polycentric
- Geocentric
11.3 Gray Market Goods
- Dilution of Exclusivity
- Free Riding
- Damage to Channel Relationships
- Undermining Segmented Pricing Schemes
- Reputation & Legal Liability
Chapter 12: Global Marketing Channels
12.1 Channel Objectives
- Form Utility
- Information Utility
- Place Utility
- 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
- Chain Acquisition
- Franchise
- Joint Venture
- 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
- Income
- Market Maturity
- Local Perceptions
- Local Regulations
- Trade Structure in Retailing Industry
14.5 Sampling
14.6 Couponing
14.7 Sales Promotion: Issues & Problems
- Fraud
- Regulations Vary by Country
- 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
- Cost Leadership (Low Price)
- Product Differentiation (Premium Price)
16.1.1.2 Narrow Market Strategies
- Cost Focus (Low Price)
- Focused Differentiation (Premium Price)
16.1.2 Creating Competitive Advantage via Strategic Intent
- Building Layers of Advantage
- Changing the Rules of Engagement
- Collaborating
- Searching for Loose AB.
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16.2 Global Competition & National Advantage
- Factor Conditions
- Demand Conditions
- Related & Supporting Industries
- Firm Strategy, Structure & Rivalry