E-Marketing4/EJudyStrauss,AdelI.El-Ansary,andRaymond FrostChapter 9: Differentiation and PositioningStrategies1000007001070100111101000010010111010010C2006PrenticeHall000
©2006 Prentice Hall 9-1 E-Marketing 4/E Judy Strauss, Adel I. El-Ansary, and Raymond Frost Chapter 9: Differentiation and Positioning Strategies
Chapter 9 ObjectivesAfterreadingChapter9youwillbeableto:Define differentiation andpositioningandexplain whythey are important elementsofmarketing strategy.Identify dimensionsof differentiation andInternet-specific differentiation strategiesDiscusshowcompaniescanpositionorreposition themselves on the basis of attributestechnology, benefits, user category, relation tocompetitors,orintegrator capabilities1700100001117010000100701110100102006PrenticeH
©2006 Prentice Hall 9-2 Chapter 9 Objectives • After reading Chapter 9 you will be able to: • Define differentiation and positioning and explain why they are important elements of marketing strategy. • Identify dimensions of differentiation and Internet-specific differentiation strategies. • Discuss how companies can position or reposition themselves on the basis of attributes, technology, benefits, user category, relation to competitors, or integrator capabilities
The J. Peterman StoryTheJ.PetermanCompanyisaclassicexampleofsuccessfullycombiningcleverdifferentiationwithpowerful positioningThefounderestablishedhiscompanyasabreedapartfrom ordinarycompetitorsVisit jpeterman.com and discuss what makestheirproducts“unique.0007000170000000707070070C2006PrenticeHal
©2006 Prentice Hall 9-3 The J. Peterman Story • The J. Peterman Company is a classic example of successfully combining clever differentiation with powerful positioning. • The founder established his company as a breed apart from ordinary competitors. • Visit jpeterman.com and discuss what makes their products “unique
Differentiation.Kotlerdefinesdifferentiationastheprocessofadding meaningfulandvalued differencestodistinguishtheproductfromthe competitionThere are a number of differentiationdimensions and strategies fortheiraccomplishment07001070100111101000010010111010010C2006PrenticeHal
©2006 Prentice Hall 9-4 • Kotler defines differentiation as the process of adding meaningful and valued differences to distinguish the product from the competition. • There are a number of differentiation dimensions and strategies for their accomplishment. Differentiation
Differentiation DimensionsAfirmcandifferentiatealong5dimensions·ProductServicesPersonnelChannelImage1000007001070100111101000010010111010010C2006PrenticeHall000
©2006 Prentice Hall 9-5 Differentiation Dimensions • A firm can differentiate along 5 dimensions: • Product • Services • Personnel • Channel • Image