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Strategy
1.
2.
3.
4.
5.
From transactions to
value Transaction marketing Brand marketing Relationship marketing Value-added marketing
6.
From transactions to
value Customer loyalty HIGH LOW Customer sophistication HIGH LOW Transaction Value Relationship Brand Nigel Piercy
7.
8.
9.
10.
11.
12.
Porter’s Generic Strategies
Focus strategy (differentiation) Focus strategy (low cost) Narrow (market segment) Differentiation strategy Cost leadership strategy Broad (industry wide) Product uniqueness Low cost Advantage Target scope
13.
14.
15.
16.
17.
18.
19.
20.
21.
22.
23.
Targeting Undifferentiated Our
marketing mix The market Differentiated Marketing mix 1 Marketing mix 2 Marketing mix 3 Segment 1 Segment 2 Segment 3 Concentrated Marketing mix 1 Segment 1 Segment 2 Segment 3
24.
25.
A Perceptual Map
of Supermarkets Jobber & Fahy A B C D X G E F High price Low price Narrow product range Wide product range
26.
27.
28.
29.
30.