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
