Marketing Strategy

6.

Positioning and Differentiation

6.1.

Positioning Fundamentals

6.1.1.

Positioning Definition

6.1.2.

Perceptual Positioning

6.1.3.

Competitive Positioning

6.1.4.

Positioning vs. Differentiation

6.2.

Value Proposition Development

6.2.1.

Customer Value Analysis

6.2.2.

Unique Selling Proposition

6.2.3.

6.2.4.

Competitive Advantage

6.3.

Positioning Strategies

6.3.1.

Attribute-Based Positioning

6.3.2.

Benefit-Based Positioning

6.3.3.

Use/Application Positioning

6.3.4.

User-Based Positioning

6.3.5.

Competitor-Based Positioning

6.3.6.

Product Category Positioning

6.3.7.

Quality/Price Positioning

6.4.

Positioning Statement Development

6.4.1.

Target Market Definition

6.4.2.

Frame of Reference

6.4.3.

Point of Difference

6.4.4.

Reason to Believe

6.5.

Perceptual Mapping

6.5.1.

Map Construction

6.5.2.

Attribute Selection

6.5.3.

Competitive Analysis

6.5.4.

Gap Identification

6.5.5.

Repositioning Opportunities

6.6.

Differentiation Strategies

6.6.1.

Product Differentiation

6.6.1.1.

6.6.1.2.

6.6.1.3.

6.6.1.4.

6.6.1.5.

6.6.1.6.

6.6.1.7.

6.6.1.8.

6.6.2.

Service Differentiation

6.6.2.1.

6.6.2.2.

6.6.2.3.

6.6.2.4.

Customer Training

6.6.2.5.

Customer Consulting

6.6.2.6.

Maintenance and Repair

6.6.3.

Personnel Differentiation

6.6.3.1.

6.6.3.2.

6.6.3.3.

6.6.3.4.

6.6.3.5.

6.6.3.6.

6.6.4.

Channel Differentiation

6.6.4.1.

6.6.4.2.

6.6.4.3.

6.6.5.

Image Differentiation

6.6.5.1.

6.6.5.2.

6.6.5.3.

6.6.5.4.

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5. Target Market Selection

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7. Marketing Mix Strategy Development