Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

E Marketing Ch9 Differentiation Positioning

17,486 views

Published on

Strauss Emarketing Chapter 9 Differentiation Positioning

Published in: Education, Business
  • I have done a couple of papers through ⇒⇒⇒WRITE-MY-PAPER.net ⇐⇐⇐ they have always been great! They are always in touch with you to let you know the status of paper and always meet the deadline!
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THE BOOK INTO AVAILABLE FORMAT (New Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THE can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THE is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBOOK .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, CookBOOK, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, EBOOK, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THE Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THE the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THE Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Dating direct: ♥♥♥ http://bit.ly/2F7hN3u ♥♥♥
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Follow the link, new dating source: ♥♥♥ http://bit.ly/2F7hN3u ♥♥♥
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

E Marketing Ch9 Differentiation Positioning

  1. 1. E-Marketing 4/E Judy Strauss, Adel I. El-Ansary, and Raymond Frost Chapter 9: Differentiation and Positioning Strategies
  2. 2. Chapter 9 Objectives <ul><li>After reading Chapter 9 you will be able to: </li></ul><ul><li>Define differentiation and positioning and explain why they are important elements of marketing strategy. </li></ul><ul><li>Identify dimensions of differentiation and Internet-specific differentiation strategies. </li></ul><ul><li>Discuss how companies can position or reposition themselves on the basis of attributes, technology, benefits, user category, relation to competitors, or integrator capabilities. </li></ul>
  3. 3. The J. Peterman Story <ul><li>The J. Peterman Company is a classic example of successfully combining clever differentiation with powerful positioning. </li></ul><ul><li>The founder established his company as a breed apart from ordinary competitors. </li></ul><ul><li>Visit jpeterman.com and discuss what makes their products “unique.” </li></ul>
  4. 4. <ul><li>Kotler defines differentiation as the process of adding meaningful and valued differences to distinguish the product from the competition. </li></ul><ul><li>There are a number of differentiation dimensions and strategies for their accomplishment. </li></ul>Differentiation
  5. 5. Differentiation Dimensions <ul><li>A firm can differentiate along 5 dimensions: </li></ul><ul><ul><li>Product </li></ul></ul><ul><ul><li>Services </li></ul></ul><ul><ul><li>Personnel </li></ul></ul><ul><ul><li>Channel </li></ul></ul><ul><ul><li>Image </li></ul></ul>
  6. 6. <ul><li>The Internet differentiates itself by providing a limitless assortment of products. </li></ul><ul><li>Differentiation may include customization, bundling and attractive pricing of products. </li></ul><ul><li>Internet sales may not rely as heavily on product packaging as do traditional retailers. </li></ul><ul><li>Packaging minimization will reduce waste and costs. </li></ul>Product Differentiation
  7. 7. Service Differentiation <ul><li>Customer service can be enhanced by 24 hour customer feedback through e-mail. </li></ul><ul><li>Home delivery of groceries and online banking and securities trading are becoming increasingly popular. </li></ul><ul><li>Today such services supplement traditional services, but may someday replace them. </li></ul>
  8. 8. <ul><li>The Internet is a location-free, time-free distribution and communication channel. </li></ul><ul><li>The Internet serves as a transaction and distribution channel. </li></ul><ul><li>The Internet provides highly specialized personal services and “do it yourself” websites. </li></ul>Channel Differentiation
  9. 9. Image Differentiation <ul><li>A company can differentiate itself by creating a unique experience online, called “experience branding.” </li></ul><ul><li>The Internet’s interactivity allows companies to respond more quickly to customer requests. </li></ul><ul><ul><li>Faster communication. </li></ul></ul><ul><ul><li>Retain current customers and attract new ones. </li></ul></ul>
  10. 10. Differentiation Strategies <ul><li>Differentiation strategies are particularly important on the Internet. </li></ul><ul><ul><li>Internet marketing strategy revolves around company image and product information available on the Web. </li></ul></ul><ul><li>Specific strategies may include: </li></ul><ul><ul><li>Being the first to enter the market. </li></ul></ul><ul><ul><li>Owning a product attribute or quality in the mind of the consumer. </li></ul></ul>
  11. 11. Differentiation Strategies, cont. <ul><ul><li>Demonstrating product leadership. </li></ul></ul><ul><ul><li>Utilizing an impressive company history or heritage. </li></ul></ul><ul><ul><li>Supporting and demonstrating the differentiating idea. </li></ul></ul><ul><ul><li>Communicating the difference. </li></ul></ul><ul><li>Amazon.com and Monster.com have successfully differentiated themselves. </li></ul>
  12. 12. <ul><li>There are 6 differentiation strategies unique to online businesses. </li></ul><ul><ul><li>Site Environment/Atmospherics </li></ul></ul><ul><ul><ul><li>Easy downloads; easy navigation. </li></ul></ul></ul><ul><ul><li>Making the Intangible Tangible </li></ul></ul><ul><ul><ul><li>Virtual tours, 3-D images, trial downloads. </li></ul></ul></ul><ul><ul><li>Build Trust </li></ul></ul><ul><ul><ul><li>Strong brand recognition. </li></ul></ul></ul><ul><ul><ul><li>Privacy policy. </li></ul></ul></ul>Internet-Specific Differentiation Strategies
  13. 13. Internet-Specific Differentiation Strategies, cont. <ul><ul><li>4. Efficient and Timely Order Processing </li></ul></ul><ul><ul><ul><li>Deliver timeliness as an important benefit. </li></ul></ul></ul><ul><ul><li>5. Pricing </li></ul></ul><ul><ul><ul><li>In the early days of the Web, companies offered discounts as purchase incentives. </li></ul></ul></ul><ul><ul><ul><li>Majority of firms today differentiate themselves in other ways besides pricing. </li></ul></ul></ul><ul><ul><li>6. Customer Relationship Management </li></ul></ul><ul><ul><ul><li>Managing long term relationships with customers. </li></ul></ul></ul>
  14. 14. Enhancing the Experience <ul><li>The E-Marketing Opportunity Model helps companies differentiate using e-marketing opportunities for enhancing: </li></ul><ul><ul><li>The selling process. </li></ul></ul><ul><ul><li>The customer buying process. </li></ul></ul><ul><ul><li>The customer usage process. </li></ul></ul><ul><li>Online differentiation involves: </li></ul><ul><ul><li>Creation of a distinctive customer experience. </li></ul></ul><ul><ul><li>Development of one-to-one relationships with customers. </li></ul></ul>
  15. 15. <ul><li>Positioning is the process of creating a desired image among its competitors in the public’s mind. </li></ul><ul><li>The e-marketer’s goals is to build a position on one or more bases that are relevant and important to the consumer. </li></ul>Positioning
  16. 16. <ul><li>Product or service attribute. </li></ul><ul><li>High-tech image. </li></ul><ul><li>Benefits. </li></ul><ul><li>User categories. </li></ul><ul><li>Comparison with competitors. </li></ul><ul><li>Integrator position. </li></ul>Bases and Strategies for Positioning
  17. 17. Product or Service Attribute <ul><li>May include features such as size, color, speed, etc. </li></ul><ul><li>Amazon’s one-click check-out process is an example of a positioning attribute. </li></ul><ul><li>Tylenol does not sell online, but provides useful one-to-one features for pain relief and health information. </li></ul>
  18. 18. Technology Positioning <ul><li>Shows that a firm is on the cutting edge of technology. </li></ul><ul><li>At Lands’ End, consumers can build virtual models of themselves and try on virtual outfits. </li></ul><ul><li>At American Airlines, customers can store seating preferences and frequent flier account information. </li></ul>
  19. 19. Benefit Positioning <ul><li>Benefit positioning is generally a stronger basis for positioning, because it answers the consumer question: What will this do for me? </li></ul><ul><li>Miller Lite offers software that can be used as a social organizer. </li></ul><ul><li>On the Valvoline motor oil site, visitors can send greeting cards, download racing screensavers and sign up for newsletters. </li></ul>
  20. 20. User Category <ul><li>User category positioning relies on customer segments. </li></ul><ul><li>Kellogg’s has an interactive site for children. </li></ul><ul><li>Yahoo! Geo Cities hosts pages organized by neighborhoods and specific interests. </li></ul>
  21. 21. Competitor Positioning <ul><li>Many firms position by benefits that provide advantages over their competitors. </li></ul><ul><li>Companies may position themselves against </li></ul><ul><ul><li>An entire industry. </li></ul></ul><ul><ul><li>A particular firm. </li></ul></ul><ul><ul><li>Relative industry position. </li></ul></ul><ul><li>“I Can’t Believe It’s Not Butter” margarine positions itself against other margarines. </li></ul>
  22. 22. Integrator positioning <ul><li>We can expect to see more integrator positioning in the lending, jewelry and hospitality industries. </li></ul><ul><li>Lending Tree helps brokers find clients more quickly and cheaply. </li></ul><ul><li>Blue Nile sells an estimated $129 million of jewelry that would require 116 retail stores. </li></ul><ul><li>Web travel agencies can move market share to hotels that give them discounts. </li></ul>
  23. 23. <ul><li>Repositioning is the process of creating a new or modified brand, company or product position. </li></ul><ul><li>A company may enhance or modify a position, based on market feedback, . </li></ul><ul><li>Yahoo! repositioned from online guide to Web portal. </li></ul><ul><li>Amazon repositioned from world’s largest bookstore to “Earth’s biggest selection.” </li></ul>Repositioning Strategies

×