ADM 3322 Lecture 4: Chapter 3 Positioning Services in Competitive Markets
24 Feb 2016
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Tuesday, september 22, 2015. Depending on positioning we have our product. 3. 1 customer- driven services marketing strategy. Lecture 4 - chapter 3 positioning services in competitive. Our values, positioning, guide us. The expectations between groups are probably quite different. We"re looking at how attractive those segments and how we are going to evaluate segment attractiveness from our perspective. We have to position ourselves in such a way that its not easy to copy. Invest in points of differentiation. Companies are constantly trying to improve positioning. 3 cs: customer, competitor, company. Firms vary widely in ability to serve different types of customers. Adopt strategy of market segmentation, identifying those parts of market can serve best. A market segment is composed of a group of buyers sharing common: Psychographic segmentation useful for strengthening brand identity and. Various ways to segment markets. Demographics on its own will not result in meaningful segments. Psychographic segmentation useful for strengthening brand identity and creating emotional connection.
