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Differentiation Advantage Matrix

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Title: Differentiation Advantage Matrix


1
DifferentiationAdvantage Matrix
Volume
Specialized
Fragmented
Stalemated
2
Product Differentiation
Form
Fea- tures
Perfor- mance
Quality
Conform- ance Quality
Dura- bility
Relia- bility
Repair- ability
Style
Design
3
Services Differentiation
Ordering Ease
Installation
Customer Consulting
Delivery
Customer Training
Maintenance Repair
4
Important
Profitable
Distinctive
Differences (to consumer) Worth Establishing
Affordable
Superior
Preemptive
5
Positioning is the act of designing the companys
offering and image to occupy a distinctive place
in the the target markets mind. Gives a clear
reason to buy. - P 298
6
Perceptual Map
7
Product (Sales Profit) Life Cycles
8
Four IntroductoryMarketing Strategies
Rapid- skimming strategy
Slow- skimming strategy
Rapid- penetration strategy
Slow- penetration strategy
9
Maturity Stage
First mover advantage Followers advantage
  • Market Modification Get non-users, new
    segments, steal customers
  • Product Modification Quality, features or style
  • Marketing-Mix Modification sales promotions,
    advertising, etc. Problem easily countered.

10
Decline Stage
  • Increase investment
  • Resolve uncertainties - stable investment
  • Selective niches
  • Harvesting
  • Divesting

11
Market (not product) Evolution
  • Emergence
  • Growth
  • Maturity
  • Decline
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