The Accidental Marketer – Power Tools for People Who Find Themselves in Marketing Roles

<p>Preface xiii</p>
<p>Acknowledgments xix</p>
<p>Chapter 1: Who Moved My . . . Customer? 1</p>
<p>Key Question: How can we detect shifts in decision–making power before our competitors do?</p>
<p>Featured Case: The Simple Concept behind Dell′s Success in the PC Market</p>
<p>Power Tool: Influencer Map</p>
<p>Chapter 2: The Fountain from Which Great Marketing Flows 15</p>
<p>Key Question: How can we turn data into insights?</p>
<p>Featured Case: How Holiday Inn Express Inspired Price–Conscious Travelers to Pay More</p>
<p>Power Tool: The Benefits Ladder</p>
<p>Chapter 3: Are You Making Lukewarm Tea? 37</p>
<p>Key Question: How do we capitalize on differences in customers needs?</p>
<p>Featured Case: Quidel How a Medical Diagnostics Marketer Blew Up Its Average Product and Got a Positive Result</p>
<p>Power Tool: Needs–Based Segmentation</p>
<p>Chapter 4: What Business Are You Really In? 57</p>
<p>Key Questions: What business are we in? Who are our direct and indirect competitors?</p>
<p>Featured Case: How Southwest Fooled Other Airlines into Thinking They Were the Competition</p>
<p>Power Tools: Market Tree and Competitor Analysis</p>
<p>Chapter 5: Who Do You Love? 73</p>
<p>Key Question: How do we align in determining which opportunities are most attractive to our organization?</p>
<p>Featured Case: How Enterprise Picked Up the Number 1 Market Share in Rental Cars Power Tool: Segment Attractiveness</p>
<p>Chapter 6: What Were They Smoking? 93</p>
<p>Key Question: What are our strengths and weaknesses relative to customers other options (competitors) through the eyes of our customers?</p>
<p>Featured Case: How Using an Ability to Win Analysis Could Have Saved Volkswagen Millions</p>
<p>Power Tool: Ability to Win</p>
<p>Chapter 7: The Magnetic Effect of Focus 115</p>
<p>Key Question: How do we prioritize and focus on the most important markets and segments?</p>
<p>Featured Case: Apple Demonstrates How Aiming at a Tight Target Leads to Massive Profits</p>
<p>Power Tool: Strategic Position Analysis (SPA) a.k.a. The Prioritizer</p>
<p>Chapter 8: Viva la Differentiation 131</p>
<p>Key Question: How can we "change the game" in our favor and maximize our potential in the market?</p>
<p>Featured Case: Three Differentiation Strategies, Including How Nike Convinced Us That Sneakers Are a Fashion Item</p>
<p>Power Tools: Differential Advantage with Future State Ability to Win</p>
<p>Chapter 9: A Positioning Statement Is a Terrible Thing to Waste 155</p>
<p>Key Question: What image or perception do we want to own in the customer s mind?</p>
<p>Featured Case: Understanding How the Mind Works to Powerfully Position Your Product</p>
<p>Power Tool: Positioning Statement</p>
<p>Chapter 10: Reinventing a Commodity 173</p>
<p>Key Question: How should we develop our offer to make our positioning come alive?</p>
<p>Featured Case: How Starbucks Is Able to Fetch $2.75 for an 8–Ounce Latte</p>
<p>Power Tools: Value Proposition Idea Catcher and Perceived Value Analysis (PVA)</p>
<p>Closing Remarks 197</p>
<p>Resources 201</p>
<p>Index 211</p>