Product Positioning Jean-Pierre Jeannet, Geoffrey Moore, Sharon Oster, David Aaker, Kevin Clancy, Philip Kotler, Frederick Webster, Vijay Jolly, Milind Lele, Michael McGrath, Scott Davis product positioning, marketing strategy, management process, strategic marketing, products adoption, understand positioning  
   

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Product Positioning

 "
  • What are the specific product positioning strategies and what are the advantages and disadvantages of each position?
  • What role does pricing play in competitive positioning?
  • How can my company accurately assess the needs of customers and buyers in order to determine the best positioning strategy?"

    Jean-Pierre Jeannet, Geoffrey Moore, Sharon Oster, David Aaker, Kevin Clancy, Philip Kotler, Frederick Webster, Vijay Jolly, Milind Lele, Michael McGrath, Scott Davis

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    product positioning
    marketing strategy
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    products adoption
    understand positioning
    strategy skills
    life cycle
    positioning decision
    market positioning
    pricing strategy
    brand success
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    products globally
    new technologies
    competitive product
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    asset management
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    New consumerism
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    The Main Steps in the Marketing Management Process
    "Marketers have a mindset, just as lawyers, accountants, bankers, engineers, and scientists have their specific mindsets."
    From: Kotler on Marketing; Philip Kotler; 1999 Free Press
    Product Positioning and Strategic Marketing
    "If a firm can produce a product which most closely matches the ideal points of each distinct type of consumer, its revenues will be maximized."
    From: Modern Competitive Analysis; Sharon Oster; 1999 Oxford University Press
    Positioning New Technology Products for Adoption
    "A common temptation in radical new technologies is to present all of their attributes. Apart from confusing potential buyers through information overload, it makes evaluation of the technology difficult and reduces the scope for its adoption."
    From: Commercializing New Technologies; Vijay Jolly; 1997 Harvard Business School Press
    Myth: Marketers Understand "Positioning"
    "If most products and services are positioned at all, it's strictly in the minds of their marketing managers."
    From: Marketing Myths That Are Killing Business; Kevin Clancy; 1994 McGraw Hill Professional Book Group
    Competitive Product Strategy Skills
    "Skillful execution begins with a conceptual understanding of competitive product strategy."
    From: Setting the PACE in Product Development; Michael McGrath; 1996 Butterworth-Heinemann
    Strategic Positioning in the Market Life Cycle
    "Positioning is primarily about the place we occupy within two interrelated systems, both of which predate our existence, and both of which can get along just fine without us."
    From: Inside the Tornado; Geoffrey Moore; 1995 HarperBusiness
    Brand Associations: The Positioning Decision
    "A link to a brand will be stronger when it is based on many experiences or exposures to communications, rather than few."
    From: Managing Brand Equity; David Aaker; 1991 Free Press
    Choosing a Specific Market Positioning
    "Companies need to go beyond a broad positioning to express a more concrete benefit and reason to buy."
    From: Kotler on Marketing; Philip Kotler; 1999 Free Press
    Pricing Strategy
    "Price is a critical element in the marketing strategy of the industrial marketer and should always be viewed in the context of that marketing strategy."
    From: Industrial Marketing Strategy; Frederick Webster; 1995 John Wiley & Sons, Inc.
    Positioning Your Brand for Success
    "A brand's positioning should be updated every three to five years, or as often as needed to update the company's overall growth strategy."
    From: Brand Asset Management; Scott Davis; 2000 Jossey-Bass
    How Position Affects Maneuver
    "The weaker a company's position, that is, the less it is able to influence or change the terms of competition, the lower the company's return."
    From: Creating Strategic Leverage; Milind Lele; 1992 John Wiley & Sons, Inc.
    Marketing Products Globally
    "Global product strategies offer a particular challenge to companies since they require firms to offer largely similar products across the world."
    From: Managing With A Global Mindset; Jean-Pierre Jeannet; 2000 Financial Times/Prentice Hall
     
    Key Phrases in this Suite:
    product positioning, marketing strategy, management process, strategic marketing, products adoption, understand positioning, strategy skills, life cycle, positioning decision, market positioning, pricing strategy, brand success, affects maneuver, products globally, new technologies, competitive product, product strategy, competitive product strategy, asset management, strategic leverage, inside tornado, kotler marketing, brand equity, global mindset, killing business, competitive analysis, product development, main steps, steps marketing, marketing management, main steps marketing, steps marketing management, marketing management process, positioning strategic, product positioning strategic, positioning strategic marketing, positioning new, new technology, technology products, positioning new technology, new technology products, technology products adoption, myth marketers, marketers understand, myth marketers understand, marketers understand positioning, product strategy skills, strategic positioning, positioning market, market life, strategic positioning market, positioning market life, market life cycle, brand associations, associations positioning, brand associations positioning, associations positioning decision, choosing specific, specific market, choosing specific market, specific market positioning, positioning your, your brand, positioning your brand, your brand success, how position, position affects, how position affects, position affects maneuver, marketing products, marketing products globally, Jean-Pierre Jeannet, Geoffrey Moore, Sharon Oster, David Aaker, Kevin Clancy, Philip Kotler, Frederick Webster, Vijay Jolly, Milind Lele, Michael McGrath, Scott Davis


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    Products & Services
    Book Summaries

    Accelerating Innovation Improving the Process of Product Development | Marvin Patterson|1993
    Advanced Supply Chain Management How to Build a Sustained Competitive Advantage | Charles Poirier|1999
    Agile Competitors and Virtual Organizations Strategies for Enriching the Customer | Steven Goldman, Roger Nagel, Kenneth Preiss|1995
    Agile Product Development for Mass Customization How to Develop and Deliver Products for Mass Customization, Niche Markets, JIT, Build-to-Order and Flexible Manufacturing | David Anderson|1997
    America's Best IndustryWeek's Guide to World-Class Manufacturing Plants | Theodore Kinni|1997
    Balanced Sourcing Cooperation and Competition in Supplier Relationships | Tim Laseter|1998
    Beyond Reengineering How the Process-Centered Organization Is Changing Our Work and Our Lives | Michael Hammer|1996
    The Case Against ISO 9000 There Is a Better Way to: Improve Your Efficiency, Satisfy Your Customers, Provide Real Quality and Increase Your Revenue! | John Seddon|2000
    Channel Champions How Leading Companies Build New Strategies to Serve Customers | Steven Wheeler, Evan Hirsh|1999
    Commercializing New Technologies Getting from Mind to Market | Vijay Jolly|1997
    A Complaint is a Gift Using Customer Feedback as a Strategic Tool | Janelle Barlow, Claus Moller|1996
    Creating an Environment for Successful Projects The Quest to Manage Project Management | Robert Graham, Randall Englund|1997
    Delivering Knock Your Socks Off Service | Kristin Anderson, Ron Zemke|1998
    The Development Factory Unlocking the Potential of Process Innovation | Gary Pisano|1997
    Discovering the Soul of Service The Nine Drivers of Sustainable Business Success | Leonard Berry|1999
    Effective Project Management | Robert Wysocki, Robert Beck, David Crane|2000
    The Electronic B@zaar From the Silk Road to the eRoad | Robin Bloor|2000
    The Executive's Guide to Supply Management Strategies Building Supply Chain Thinking into All Business Processes | David Riggs, Sharon Robbins|1997
    Fabled Service Ordinary Acts, Extraordinary Outcomes | Betsy Sanders|1995
    From Mind to Market Reinventing the Retail Supply Chain | Roger Blackwell|1997
    Gemba Kaizen A Commonsense, Low-Cost Approach to Management | Masaaki Imai|1997
    Global Jumpstart The Complete Resource for Expanding Small and Midsize Businesses | Ruth Stanat, Chris West|1999
    The Global Manufacturing Vanguard New Rules from the Industy Elite | Micheline Maynard|1998
    Harnessing Value in the Supply Chain Strategic Sourcing in Action | Emiko Banfield|1999
    Implementing Activity-Based Management in Daily Operations John Miller|1996
    The Innovation Journey | Andrew Van de Ven, Douglas Polley, Raghu Garud, Sankaran Venkataraman|1999
    Intrapreneuring in Action A Handbook for Business Innovation | Gifford Pinchot, Ron Pellman|1999
    Invented Here Maximizing Your Organization's Internal Growth and Profitability: A Practical Guide to Transforming Work | Bart Victor, Andrew Boynton|1998
    Leading Manufacturing Excellence A Guide to State-of-the-Art Manufacturing | Patricia Moody|1997
    Managing Projects in Organizations How to Make the Best Use of Time, Techniques, and People | Davidson Frame|1995
    Managing Quality Fads How American Business Learned to Play the Quality Game | Robert Cole|1999
    Managing The Whirlwind Patterns and Opportunities in a Changing World | Michael Annison|1993
    A Manufacturing CEO's Secret Tips for Improving Profit Richard Ludwig|1996
    Mass Customization The New Frontier in Business Competition | Joseph Pine|1993
    Mastering Project Management Applying Advanced Concepts of Systems Thinking, Control and Evaluation, Resource Allocation | James Lewis|1998
    Monitoring, Measuring, & Managing Customer Service | Gary Goodman|2000
    The Nordstrom Way The Inside Story of America's #1 Customer Service Company | Robert Spector, Patrick McCarthy|2000
    On Great Service A Framework for Action | Leonard Berry|1995
    Portfolio Management for New Products | Robert Cooper, Scott Edgett, Elko Kleinschmidt|1998
    The Power of Product Platforms Building Value and Cost Leadership | Marc Meyer, Alvin Lehnerd|1997
    The Process Edge Creating Value Where It Counts | Peter Keen|1997
    Process Mapping How to Reengineer Your Business Processes | Daniel Hunt|1996
    Product Innovation Strategy Pure & Simple How Winning Companies Outpace their Competitors | Michel Robert|1995
    Product Juggernauts How Companies Mobilize to Generate a Stream of Market Winners | Jean-Philippe Deschamps, Ranganath Nayak|1995
    Product Leadership Creating and Launching Superior New Products | Robert Cooper|2000
    Quality Is Still Free Making Quality Certain in Uncertain Times | Philip Crosby|1996
    Reengineering the Corporation A Manifesto for Business Revolution | Michael Hammer, James Champy|1993
    Remade in America Transplanting and Transforming Japanese Mangement Systems | Jeffrey Liker, Mark Fruin, Paul Adler|1999
    Sales Shock The End of Selling Products The Rise of CoManaging Customers | Mack Hanan|1996
    Serious Play How the World's Best Companies Simulate to Innovate | Michael Schrage|2000
    Setting the PACE in Product Development A Guide to Product And Cycle-time Excellence | Michael McGrath|1996
    Seven Secrets of Service Strategy | Jacques Horovitz|2000
    The Six Sigma Revolution How General Electric and Others Turned Process Into Profits | George Eckes|2000
    The Six Sigma Way How GE, Motorola, and Other Top Companies Are Honing their Performance | Peter Pande, Robert Neuman, Roland Cavanagh|2000
    Smart Companies, Smart Tools Transforming Business Processes into Business Assets | Thomas Koulopoulos|1997
    The Soul of the Enterprise Creating a Dynamic Vision for American Manufacturing | Robert Hall|1993
    Strategic Outsourcing A Structured Approach to Outsourcing Decisions and Initiatives | Maurice Greaver|1999
    Strategies for High Performance Organizations Employee Involvement, TQM, and Reengineering Programs in Fortune 1000 Corporations | Edward Lawler, Susan Albers Mohrman, Gerald Ledford|1998
    Supercharging Supply Chains New Ways to Increase Value Through Global Operational Excellence | Gene Tyndall, Christopher Gopal, Wolfgang Partsch, John Kamauff|1998
    Supply Chain Optimization Building the Strongest Total Business Network | Charles Poirier, Stephen Reiter|1996
    A Survival Guide for Project Managers James Taylor|1998
    Team-Based Project Management James Lewis|1998
    Transcultural Management A New Approach for Global Organizations | Atsushi Funakawa|1997
    The Transformation Imperative Achieving Market Dominance Through Radical Change | Thomas Vollmann|1996
    What Customers Like About You Adding Emotional Value for Service Excellence and Competitive Advantage | David Freemantle|1999
    Winning Business Proposals | Deiric McCann|2000
    World Class Manufacturing: The Next Decade Building Power, Strength, and Value | Richard Schonberger|1996
    World Class Production and Inventory Management Darryl Landvater|1997
    World-Class New Product Development Benchmarking Best Practices of Agile Manufacturers | Dan Dimancescu, Kemp Dwenger|1996
    You Will Be Satisfied | Bob Tasca|1997
    Zero Time Providing Instant Customer Value—Every Time, All the Time! | PhD Yeh, DBA Pearlson, George Kozmetsky|2000



    Products & Services
    Book Extract Suites
    Each Suite contains extracts from 3 to 10 books focused on a single business concept

  • New Product Development & Testing
    • Product Development Vijay Jolly, Alvin Lehnerd, Marc Meyer, Marvin Patterson, Robert Grosse, David Anderson, Dan Dimancescu, Kemp Dwenger, Theodore Kinni, Frederick Webster, Gary Pisano, Michael McGrath
    • Product Innovation Jean-Philippe Deschamps, Ranganath Nayak, James Utterback, Marvin Patterson, Milind Lele, Gary Pisano, Michel Robert
    • Product Positioning Vijay Jolly, Geoffrey Moore, Jean-Pierre Jeannet, David Aaker, Sharon Oster, Milind Lele, Kevin Clancy, Robert Shulman, Philip Kotler, Scott Davis, Frederick Webster, Michael McGrath
  • Manufacturing & Operations
    • ERP, JIT, & TQM John Schorr, Richard Ludwig, John Dunleavy, Martin Deise, Conrad Nowikow, Patrick King, Amy Wright, George Labovitz, Victor Rosansky, Masaaki Imai, Kenneth Hartley, James Hurley, Mark Fruin, Jeffrey Liker, Grant Norris, Charles Poirier, Mohamed Zairi, Paul Adler
    • Activity-Based Management Richard Schonberger, John Miller, Price Waterhouse, Richard Ludwig, Lianabel Oliver, James Antos, James Brimson, Shahid Ansari, Jan Bell, CAM-I Target Cost Core Group, John Tracy, Jeremy Hope, Tony Hope
  • Best Practices & Process Improvement
    • Improving the Process Bart Victor, Andrew Boynton, Leonard Schlesinger, Harry Jackson, Daniel Stowell, Normand Frigon, Geary Rummler, Alan Brache, Thomas Davenport, Daniel Hunt, Jerome Finnigan, James Heskett, Earl Sasser, Mark Fruin, Jeffrey Liker, Peter Keen, Gary Pisano, Paul Adler
    • The Practice of Benchmarking Susanne Kelly, Jac Fitz-Enz, Peter Schwartz, Sebastian Nokes, James Harrington, James Harrington, Mary Anne Allison, Blair Gibb, Steven Hronec, Andrew Freeman, Jerome Finnigan, Ron Dembo, Mohamed Zairi
    • Implementing Improvements Jean-Philippe Deschamps, Ranganath Nayak, James Utterback, Thomas Wallace, Don Tapscott, Brad Humphrey, Jeff Stokes, Daniel Stowell, Michael Hammer, James Champy, Tom Connellan, Masaaki Imai, Art Caston, Ron Zemke, Michael Cowley, Ellen Domb, Mohamed Zairi, Michel Robert
  • Balancing Products & Services
    • Product & Services Customization Bart Victor, Andrew Boynton, Don Peppers, Martha Rogers, Ian Gordon, Jerry Luftman, Bob Dorf, David Anderson, Joseph Pine, James Gilmore, Nicholas Imparato, Oren Harari
    • Personalizing Customer Service Don Peppers, Martha Rogers, Kenneth Preiss, Steven Goldman, Roger Nagel, Richard Whiteley, Diane Hessan, Betsy Sanders, Andrew Shapiro, Leonard Berry, Bob Dorf, Tom Connellan, Kristin Anderson, Gary Goodman, Ron Zemke, Ron Zemke, Kate Maddox, Dana Blankenhorn, Jim Sterne
    • Developing a Customer Service Strategy Malcolm McDonald, Warren Keegan, Betsy Sanders, John Dunleavy, Robert Spector, Leonard Berry, Scott Gross, Stan Adler, Kenneth Hartley, Patrick McCarthy, Forler Massnick, Stanley Brown, James Hurley, Douglas Gantenbein, Grant Norris, Bob Burg, Jim Sterne
    • Structuring & Analyzing the Value Chain John Henry Clippinger, Kenneth Preiss, Steven Goldman, Roger Nagel, Jac Fitz-Enz, Martin Deise, Conrad Nowikow, Patrick King, Amy Wright, Joseph Pine, David Bovet, Kathy Yohalem, Liam Fahey, James Brian Quinn, David Riggs, Sharon Robbins, Joseph Martha, Ron Ashkenas, Dave Ulrich, Todd Jick, Steve Kerr
  • Negotiating the Supply Chain
    • Supply Chain Management John Oleson, John Schorr, Tim Laseter, Robert Grosse, Keith Brown, Emiko Banfield, David Bovet, Charles Poirier, Stephen Reiter, Joseph Martha, Gene Tyndall, Christopher Gopal, Wolfgang Partsch, John Kamauff
    • Logistics Management Thomas Wallace, Tim Laseter, Thomas Davenport, George Stalk, Charles Poirier, Stephen Reiter, Mark Scott, Frederick Webster, Carl Stern, Gene Tyndall, Christopher Gopal, Wolfgang Partsch, John Kamauff
    • B2B Purchasing in the New Economy John Schorr, Neil Rackham, John De Vincentis, Tim Laseter, Emiko Banfield, Peter Cohan, Charles Poirier, Stephen Reiter, Frederick Webster, Mohamed Zairi, David Riggs, Sharon Robbins, Gene Tyndall, Christopher Gopal, Wolfgang Partsch, John Kamauff
  • Adjusting to Product Life Cycles
    • Product Life Cycles Charles O'Reilly, Michael Cusumano, David Yoffie, Malcolm McDonald, Warren Keegan, Michael Tushman, Price Waterhouse, Paul Millier, David Thielen, Peter Boer, Milind Lele, Frederick Webster, Gary Pisano, Michel Robert, Gene Tyndall, Christopher Gopal, Wolfgang Partsch, John Kamauff
  • Managing Channels & Distribution
    • Channel Management John Oleson, Robert Hiebeler, Thomas B Kelly, Charles Ketteman, Steven Wheeler, Evan Hirsh, Martin Deise, Conrad Nowikow, Patrick King, Amy Wright, Kenneth Rolnicki, Robert Duboff, Jim Spaeth, Kathy Yohalem, Liam Fahey
    • Channel Conflict in the New Economy Don Peppers, Martha Rogers, Geoffrey Moore, Neil Rackham, John De Vincentis, Michael de Kare-Silver, Steven Wheeler, Evan Hirsh, Martin Deise, Conrad Nowikow, Patrick King, Amy Wright, Bob Dorf, Kenneth Rolnicki, Scott Davis, Walid Mougayar, Jim Sterne
  • The Shift toward a Services Economy
    • Improving the Process of Service Delivery Leonard Schlesinger, Chip Bell, Betsy Sanders, Leonard Berry, Jacques Horovitz, James Moore, Thomas Davenport, James Heskett, Earl Sasser, Peter Keen, James Brian Quinn, Jeremy Hope, Tony Hope
    • Creating a Service Culture Robert Slater, Leonard Schlesinger, Betsy Sanders, Robert Hiebeler, Thomas B Kelly, Charles Ketteman, Leonard Berry, Robert Hall, James Heskett, Earl Sasser, James Brian Quinn, Jeremy Hope, Tony Hope
  • Global Market Leadership
    • Global Business and Management Strategy Jean-Philippe Deschamps, Ranganath Nayak, Alvin Lehnerd, Marc Meyer, Peter Marber, Jean-Pierre Jeannet, David Aaker, Sheida Hodge, Robert Grosse, Virginia O'Brien, Joseph Quinlan, Micheline Maynard, Sumantra Ghoshal, Christopher Bartlett, Kathryn Stevens
    • Global Sourcing Gary Shilling, Jean-Pierre Jeannet, Tim Laseter, Robert Grosse, Sumantra Ghoshal, Christopher Bartlett, James Brian Quinn, Jordan Baruch, Karen Anne Zien, Gene Tyndall, Christopher Gopal, Wolfgang Partsch, John Kamauff, Ron Ashkenas, Dave Ulrich, Todd Jick, Steve Kerr
    • See additional works by: Jean-Pierre Jeannet, Geoffrey Moore, Sharon Oster, David Aaker, Kevin Clancy, Philip Kotler, Frederick Webster, Vijay Jolly, Milind Lele, Michael McGrath, Scott Davis, Product Positioning

    You'll find in-depth information on the following topics at this site:

    Product Positioning, Jean-Pierre Jeannet, Geoffrey Moore, Sharon Oster, David Aaker, Kevin Clancy, Philip Kotler, Frederick Webster, Vijay Jolly, Milind Lele, Michael McGrath, Scott Davis, product positioning, marketing strategy, management process, strategic marketing, products adoption, understand positioning, strategy skills, life cycle, positioning decision, market positioning, pricing strategy, brand success, affects maneuver, products globally, new technologies, competitive product, product strategy, competitive product strategy, asset management, strategic leverage, inside tornado, kotler marketing, brand equity, global mindset, killing business, competitive analysis, product development, main steps, steps marketing, marketing management, main steps marketing, steps marketing management, marketing management process, positioning strategic, product positioning strategic, positioning strategic marketing, positioning new, new technology, technology products, positioning new technology, new technology products, technology products adoption, myth marketers, marketers understand, myth marketers understand, marketers understand positioning, product strategy skills, strategic positioning, positioning market, market life, strategic positioning market, positioning market life, market life cycle, brand associations, associations positioning, brand associations positioning, associations positioning decision, choosing specific, specific market, choosing specific market, specific market positioning, positioning your, your brand, positioning your brand, your brand success, how position, position affects, how position affects, position affects maneuver, marketing products, marketing products globally, Jean-Pierre Jeannet, Geoffrey Moore, Sharon Oster, David Aaker, Kevin Clancy, Philip Kotler, Frederick Webster, Vijay Jolly, Milind Lele, Michael McGrath, Scott Davis, Product Positioning, Products & Services, Jean-Pierre Jeannet, Geoffrey Moore, Sharon Oster, David Aaker, Kevin Clancy, Philip Kotler, Frederick Webster, Vijay Jolly, Milind Lele, Michael McGrath, Scott Davis, Continuous improvement, Core capabilities, Customer service, Cycle time, Demand chain, Disruptive technology, Distribution channels, Electronic commerce, Just in time, Mass customization, New consumerism, Outsourcing, Process development, Product development, Product life cycle, R&D, Supply chain, Value proposition, Whole product concept, Jean-Pierre Jeannet, Geoffrey Moore, Sharon Oster, David Aaker, Kevin Clancy, Philip Kotler, Frederick Webster, Vijay Jolly, Milind Lele, Michael McGrath, Scott Davis, Products & Services

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    Product Positioning Jean-Pierre Jeannet, Geoffrey Moore, Sharon Oster, David Aaker, Kevin Clancy, Philip Kotler, Frederick Webster, Vijay Jolly, Milind Lele, Michael McGrath, Scott Davis product positioning, marketing strategy, management process, strategic marketing, products adoption, understand positioning, strategy skills, life cycle, positioning decision, market positioning, pricing strategy, brand success, affects maneuver, products globally

    The Digital Enterprise The Internet Economy Finance & Profitability Strategy & Competition Leadership & Change Products & Services Sales & Marketing Knowledge & Learning Organizing Work & People Career Development