Services marketing lesson three

odt

School

Gwinnett Technical College *

*We aren’t endorsed by this school

Course

1210

Subject

Marketing

Date

Feb 20, 2024

Type

odt

Pages

Uploaded by SuperHumanMoon13510

Lesson 3 Written Assignment 1. Define global service positioning strategy, in a service context, across competitive markets. Global service positioning strategy is the company's plan of action to make a distinction between their and the ones that their competitors offer in a global market. The plan means they have to identify the unique strengths and capabilities that the company offers, and also ensuring that they understand the preferences and the needs of their ideal customers and customizing their services to meet the needs. 2. List and explain the 4 focus strategic strategies to realize a competitive advantage. 1) cost leadership: being the lowest cost supplier. 2) differentiation: developing differentiated and innovative products and services. 3) cost focus: attempting to attract customers based on the prices they offer. 4) differentiation focus strategies: employ differentiated business methods and approaches. 1. What are the 3 stages of service consumption? Explain each one? 1) Pre-purchase: awareness of need, information search, evaluation of alternatives, making a purchase decision. 2) Service encounter: the customer initiates, experiences, and consumes the service. 3) Post-encounter stages: includes evaluation of the service performance, which determines future intentions. 1. List and explain 3 critical items that marketers can use to develop and implement a positioning strategy to achieve a competitive advantage. 1) Determine company uniqueness by comparing to competitors: Compare and contrast differences between your company and competitors to identify opportunities. Focus on your strengths and how they can exploit these opportunities. 2) Identify current market position: Identify your existing market position and how the new positioning will be beneficial in setting you apart from competitors. 3) Competitor positioning analysis: Identify the conditions of the marketplace and the amount of influence each competitor can have on each other. 1. Explain why market segmentation is important to service organizations. Market segmentation allows you to target your content to the right people in the right way, rather than targeting your entire audience with a generic message. 2. How can marketers use positioning maps to better understand and respond to global competition? By using positioning maps, you can identify the differences between your current and desired positions, assess your strengths and weaknesses relative to competitors, spot gaps or niches in the market, evaluate the potential impact of changing your position or introducing a new offering, and communicate your value.

3. List and explain the six questions you must address when developing a positioning strategy.

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