Positioning Services in Competitive Markets

Positioning Services in Competitive Markets

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Overview

What makes consumers or institutional buyers select, and remain loyal to, one service provider over another? Without knowing which product features are of specific interest to customers, it is hard for managers to develop an appropriate strategy. As competition intensifies in the service sector, it is becoming more important for service organizations to differentiate their products in ways meaningful to customers. Positioning Services in Competitive Markets is the second volume in the Winning in Service Markets Series by services marketing expert Jochen Wirtz. Scientifically grounded, accessible and practical, the Winning in Service Markets Series bridges the gap between cutting-edge academic research and industry practitioners, and features best practices and latest trends on services marketing and management from around the world.The e-version of this book is not available for purchase at our website but can be purchased through Amazon and Kobo.

Product Details

ISBN-13: 9781944659141
Publisher: World Scientific Publishing Company, Incorporated
Publication date: 08/15/2017
Series: Winning in Service Markets Series , #2
Sold by: Barnes & Noble
Format: NOOK Book
Pages: 50
File size: 2 MB

Table of Contents

Dedication 3

Preface 4

Introduction 7

Customer-Driven Services Marketing Strategy 10

Customer, Competitor and Company Analysis (3 Cs)

Customer Analysis

Competitor Analysis

Company Analysis

Segmentation, Targeting and Positioning (STP)

Segmenting Service Markets 14

Important versus Determinant Service Attributes

Segmentation Based on Service Level

Targeting Service Markets 18

Achieving Competitive Advantage through Focus

Principles of Positioning Services 24

Using Positioning Maps to Plot Competitive Strategy 29

An Example of Applying Positioning Maps to the Hotel Industry

Data Sources

Scales and Hotel Ratings

Findings

Mapping Future Scenarios to Identify Potential Competitive Responses

Positioning Charts Help Executives Visualize Strategy

Developing an Effective Positioning Strategy 37

Conclusion 39

Summary 41

Endnotes 44

About the Author 45

Acknowledgments 46

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