Positioning Services.docx - MKW3301 Service Marketing Positioning Services Lecture Summary 1 The importance of focus 2 Service positioning strategies 3

Positioning Services.docx - MKW3301 Service Marketing...

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MKW3301 Service Marketing Positioning Services Lecture Summary 1. The importance of focus 2. Service positioning strategies 3. Positioning and repositioning maps Segmentation, Targeting and Positioning (STP) Focus Underlies the Search for Competitive Advantage Intensifying competition makes it important to differentiate products In mature markets, only way to grow may be to take a share from competitors Brand positioning helps create awareness, generate interest and desire among potential customers and increase adoption of service products Emphasize competitive advantage on those attributes that will be valued by customers in target segment(s) Best Focus Strategies for Services Firms need to focus their efforts on those customers they can serve best Not realistic to appeal to all potential buyers in the market Focus refers to providing a relatively narrow product mix for customers who share common characteristics, needs, purchasing behaviours, and consumption patterns
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MKW3301 Service Marketing Segmenting Service Markets : Important vs Determinant Attributes Customers usually choose between alternative service offerings based on perceived differences between them Attributes that distinguish competing services from one another are not necessarily the most important ones Determinant attributes determine buyers’ choices between competing alternatives Service characteristics that are important to purchasers
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