Gurus On Marketing

• Marketing information.
• Marketing communication.
• Profitability.
Differentiation and segmentation
According to Grant (1991):
‘Differentiation is different from segmentation. Differentiation is
concerned with how the firm competes – in what ways the firm
can offer uniqueness to its customers. Such uniqueness might relate
to consistency (McDonalds), reliability (Federal Express), status
(American Express), quality (Marks & Spencer), and innovation
(Sony). Segmentation, in terms of market segment choices is
concerned with where the firm competes in terms of consumer
groups, localities and product types.
Whereas segmentation is a feature of market structure, differentiation
is a strategic choice by a firm. A segmented market is one
that can be partitioned according to the characteristics of customers
and their demand. Differentiation is concerned with a firm’s positioning
within a market or a segment in relation to the product,
service and image characteristics that influence customer choice…’ 25
Michael Porter also has addressed the issues of competitive advantage
in relation to the nations. In his book ‘The Competitive Advantage
of Nations’ (1990), Porter’s view has an impact in relation to global
competition and subsequently global marketing.
He puts forward a view that national conditions influence a firm’s
competitive advantage in internationally competing industries.
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GURUS ON MARKETING