The list above includes the primary ways that firms establish a competitive advantage with marketing. For example, Design for X, may appear to be a random choice for the list but is actually one of the main ways that firms establish superior products that sell themselves. For example, you could argue that Apple's entire business model is based on Design for Usability.
Alliance MarketingJoint marketing ventures with other firms.
Authentic MarketingBuilding products that you really believe in.
Bliss PointProviding just the right amount of a product or service that leaves customers wanting more.
Brand ExtensionUsing a successful brand for new product lines.
Brand MarketingEstablishing an identity for products that customers recognize.
Brand RecognitionCustomers buy what they recognize such that advertising and promotion may do nothing more than try to build recognition of brand name, logo and trade dress.
Brand StorytellingDeveloping narratives that capture the emotional, social and logical appeal of your brand.
Camping StrategyEstablishing physical presence close to customers such as a booth at a conference.
Channel PartnersFinding partners to sell your products and services.
Choice ArchitectureCarefully structuring product variety and sales environments for customer choice.
Competitive PricingManaging day-to-day pricing to ensure you’re always competitive.
Consultative SellingTailoring things to each customer’s needs.
Convenience MarketingMaking things easier for the customer with techniques such as convenient locations.
Conversion Rate OptimizationWorking to convert more customers to increase the ROI of advertising and promotion.
Cost LeadershipWorking to have a lower cost base than the competition giving you pricing and spending capabilities the competition can’t match.
Cross-sellingSelling more to customers as they make a purchase.
Customer AdvocacyUsing customer feedback such as reviews to improve your products and services.
Customer EngagementWorking to have regular interactions with the customer.
Customer ExperienceFocusing on the end-to-end experience of customers with the confidence that an exceptional experience brings revenue.
Customer Pain PointsA value proposition based on removing things the customer really doesn’t like such as complex contracts and pricing.
Customer RetentionCustomer retention strategies such as bundle discounts for services that make it more difficult to cancel one thing.
Customer SegmentationIdentifying multiple target markets for products and target audiences for messages.
Demand GenerationPromotion and sales efforts to close more revenue now.
Design for XDesigning products for X where X is valuable to customers or your goals. For example, design for quality.
Differentiated MarketingTargeting products and promotions at specific target markets.
Digital MarketingUsing digital advertising and other tools to precisely reach customers with a compelling message.
Direct MarketingMessaging and selling to the customer directly.
Distribution StrategyMaking products and services available in different channels and regions.
Drip MarketingRegularly reaching customers with a message without flooding them with too much.
Early AdoptersWorking to have a new product or feature adopted by customers who can drive further adoption.
Event MarketingCreating, sponsoring or participating in events to promote products.
Everyday Low PriceMaking shopping convenient by always offering a reasonable price that removes the need to price compare.
Figure of MeritA value proposition based on a number that customers care about. For example, an airline that promotes its 99% on-time rate.
Go-to-Market StrategyStrategies for launching a product, building market share and encouraging adoption.
Inbound MarketingCreating something great and waiting for the customer to come to you.
Influencer MarketingEndorsements and product placement from influencers.
Integrated CampaignsCoordinating promotional efforts across channels.
Internal BrandingMaking sure that every employee knows your brand inside out.
Lead UsersEngaging the coolest or most advanced customers to lead in your industry.
Local MarketingWorking to connect with customers and communities in the places where you sell.
Loyalty ProgramsOffering rewards and incentives for repeat business.
Market ExpansionScaling into new locations or markets.
Market PenetrationFocusing on building market share over profitability.
Market ResearchWorking to understand customers and competition.
Marketing CampaignsCoordinated efforts that may include advertising, promotion, promotional pricing and inventory management.
Marketing MixValue propositions based on some combination of product, price, place and promotion.
MerchandisingDesigning the environments where products are sold.
Niche MarketingTargeting a relatively small target market with unique needs.
Outbound MarketingPromoting products by pushing messages out to the customer with techniques such as advertising.
Personal SellingUsing sales people to establish relationships with customers to close sales.
Price DifferentiationStrategies such as coupons that seek to sell at different prices to customers based on their price sensitivity.
Price LeadershipSetting at the lowest price on the market. Often requires a lower cost base.
Price SkimmingAn initially high price for a new product that has generated much interest.
Product CultureImmersing your firm in the culture surrounding your products. For example, a snowboard firm that only hires devoted snowboarders.
Product InnovationAiming for products and services that leap ahead in value.
Public RelationsManaging communications such as press releases and social media presence.
Referral MarketingEncouraging existing customers to refer new customers.
Revenue ManagementComplex and dynamic pricing strategies designed to sell all inventory before it expires.
Sales IncentivesGiving high power salespeople strong incentives to sell.
Sales and Operations PlanningAligning production and inventory with promotion.
Test MarketingTesting products and marketing in the real world before scaling them.
Traditional MarketingMarketing using techniques that predate the digital age such as broadcast media and person-to-person sales.
Undifferentiated MarketingA brand or product that targets everyone as a customer.
Value PropositionDeveloping a unique and valuable position for products that serve customer needs.