Positioning Mix
Positioning Mix
Positioning Mix
Chapter 3:
Positioning Services
in Competitive Markets
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Overview of Chapter 3
Services Marketing
Focus Strategies for Services
Market Segmentation
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Services Marketing
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Standing Apart from the
Competition
Services Marketing
George S. Day
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Basic Focus Strategies for
Services
Services Marketing
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Considerations for using
Focused Strategies
Services Marketing
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Considerations for using
Focused Strategies
Services Marketing
Market focused
Narrow market segment with wide range of services
Need to make sure firms have operational capability to do
anddeliver each of the different services selected
Need to understand customer purchasing practices and
preferences
Service focused
Narrow range of services to fairly broad market
As new segments are added, firm needs to develop
knowledge and skills in serving each segment
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Considerations for Using
Focus Strategies
Services Marketing
Unfocused
Broad markets with wide
range of services
Many service providers
fall into this category
Danger – becoming a
“jack of all trades and
master of none”
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Services Marketing
Market Segmentation
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Market Segmentation
Services Marketing
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Services Marketing
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Developing Right Service
Concept for a Specific Segment
Services Marketing
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Important vs. Determinant
Attributes
Services Marketing
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Establishing Service Levels
Services Marketing
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Services Marketing
Positioning Distinguishes a
Brand from its Competitors
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Four Principles of Positioning
Strategy
Services Marketing
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Principles of Positioning
Services Marketing
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Services Marketing
Developing an Effective
Positioning Strategy
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Developing an Effective
Positioning Strategy
Services Marketing
Market Analysis
Focus on overall level and trend of demand and geographic
locations of demand
Look into size and potential of different market segments
Understand customer needs and preferences and how they
perceive the competition
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Developing an Effective
Positioning Strategy
Services Marketing
Competitor Analysis
Understand competitors’ strengths and weaknesses
Anticipate responses to potential positioning strategies
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Market, Internal,and Competitive
Analyses
Services Marketing
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Anticipating Competitive
Response
Services Marketing
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Services Marketing
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Using Positioning Maps to Plot
Competitive Strategy
Services Marketing
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Positioning of Hotels in
Belleville:
Price vs. Service Level Services Marketing
Expensive
Grand
Regency
PALACE
Shangri-La
High Moderate
Service Atlantic Service
Sheraton
Italia
Castle
Alexander IV
Airport Plaza
Less Expensive
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Positioning of Hotels in
Belleville:
Location vs. Physical Luxury Services Marketing
High Luxury
Regency
Grand
Shangri-La
Sheraton
PALACE
Castle Italia
Alexander IV
Atlantic
Airport Plaza
Moderate Luxury
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Positioning After New
Construction:
Pricevs.Service Level Services Marketing
Expensive
Mandarin
New Grand Heritage
Marriott
Continental
Action?
Regency PALACE
Shangri-La
High No action? Moderate
Service Service
Atlantic
Sheraton
Italia
Castle
Alexander IV
Less Expensive Airport Plaza
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Positioning After New
Construction: Location vs.
Physical Luxury Services Marketing
High Luxury
Mandarin
New Grand
Continental Heritage
Marriott Regency
Sheraton Shangri-La
Action?
PALACE
Castle Italia
Alexander IV
Atlantic
Airport Plaza
Moderate Luxury
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Positioning Maps Help Managers
to
Visualize Strategy Services Marketing
Changing Competitive
Positioning
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Repositioning
Services Marketing
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Summary
Services Marketing
Focus Strategies:
Fully focused
Service focused
Marketfocused
Unfocused
Positioning links:
Market Analysis
Internal Analysis
Competitive Analysis
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