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KSU - MKTG 45082 - Class Notes - Week 4

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KSU - MKTG 45082 - Class Notes - Week 4

School: Kent State University
Department: Marketing
Course: Services Marketing
Professor: Eileen Bridges
Term: Fall 2016
Tags: Servies and Marketing
Name: Chapter 3
Description: Positioning Services in Competitive Markets
Uploaded: 09/19/2016
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background image Chapter 3 Positioning Services in Competitive Markets  3.1 Customer Driven Service Marketing Strategy Customer, Competitor and Company Analysis      (3 C’s) Customer Analysis:  - Overall examination of market characteristics
- Customer needs: related character and behaviors
Competitor Analysis - Current positioning 
- Strengths and weaknesses
Company Analysis - Current brand positioning and image
- Resources
- Limitations and constraints
Segmentation, Targeting, and Positioning Segmentation - Dividing population of possible customers into groups with common  service- related characteristics Targeting - Choose one or more segments to focus on Positioning - Unique place in the minds of customers
- Differentiation – first step- create unique positioning 
Figure 3.1 3.2 Segmenting Service Markets - firms vary widely in their abilities to serve different type of customers adopt a strategy of market segmentation, identifying those parts of the market you cannot serve best 
background image Market Segment- common buyers share common: - Characteristics
- Needs
- Purchase behavior
- Consumption patterns
Ways to Segment: - Demographics- usually will not result in meaningful segments
- Psychographics- useful for strengthening brand identity and creating 
emotional connection - Behavior- based- focuses on observable behavior
- Needs based- focuses on what customers want
Right Service- Specific Market - Market research- identity and prioritize service attributes for specific  market segments Individuals- may set different priorities: - Purpose of using the service 
- Who makes the buying decision
- Timing of use
- Used alone or in a group
- Composition of relevant group
Important vs. Determinant Attributes Important- targeted customers rank as having the highest priority. Unwilling 
to select a service that does not offer this top priority attributes
Determinant- is those actually considered in making a choice between 
acceptable services. These attributes differentiate among competing 
alternatives 
Consumers usually choose between alternatives in service offerings based on
perceived differences between them
Determinate attributes- determine buyer’s choices with alternatives  - Service alternatives  Firms:  performance they plan to offer - Quantified- retail hours

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School: Kent State University
Department: Marketing
Course: Services Marketing
Professor: Eileen Bridges
Term: Fall 2016
Tags: Servies and Marketing
Name: Chapter 3
Description: Positioning Services in Competitive Markets
Uploaded: 09/19/2016
5 Pages 9 Views 7 Unlocks
  • Better Grades Guarantee
  • 24/7 Homework help
  • Notes, Study Guides, Flashcards + More!
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