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Creating a differential advantage using the marketing mix |
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Marketing mix |
Differential advantage |
Value to the customer |
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Product |
Performance Durability Reliability
Style Upgradability Technical assistance Installation |
Lower costs; higher renenue; safety; pleasure; status Longer life; lower costs Lower maintenance and production costs; higher revenue; fewer problems Good looks; status Lower costs; prestige Better quality products; closer supplier-buyer relationships Fewer problems |
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Distribution |
Location Quick/reliable delivery Distributor support
Delivery guarantees Computerized recording |
Convenience; lower costs Lower costs; fewer problems More effective selling/ marketing; close buyer-seller relationship Peace of mind Less work; lower costs |
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Promotion |
Creative/more advertising Creative/more sales promotion Co-operative promotions Well-trained salesforce Dual Selling Fast, accurate quotes Free demonstrations Free or low cost trail Fast complaint handling |
Superior brand personality Direct added value Lower costs Superior problem-solving Sales assistance; higher sales Lower costs; fewer problems Lower risk of purchase Lower risk of purchase Fewer problems; lower costs |
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Price |
Lower price Credit facilities Low interest loans Higher price |
Lower cost of purchase Lower costs; better cash flow Lower costs; better cash flow Price-quality match |