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Issues and challenges in thepositioning of service brands:
a review
Issues and challenges in thepositioning of service brands:
a review
Blake Gantz
Jennifer Gist
Britney Elizondo
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First lets understand thecurrent definition of a service
First lets understand thecurrent definition of a service
any activity or benefit that one party can offer toanother which is essentially intangible and does not
result in the ownership of anything. Its productionmay or may not be tied to a physical product.
-Kotler (1996)
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The characteristics
of Services: Intangibility
Inseparability Variability
Perishability
Ownership Non-standardization
The characteristics
of Services: Intangibility
Inseparability Variability
Perishability
Ownership Non-standardization
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Along with services, thedefinition of Positioning must
also be understood.
Along with services, thedefinition of Positioning must
also be understood.
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However, there is not one universally
accepted definition of Positioning. There is noclear theoretical basis.
As positioning means different things todifferent people, the various terminologies arestill several sides of the same coin.
-Arnott (1994)
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but the current adopted definitionof Positioning is:
but the current adopted definitionof Positioning is:
the deliberate, proactive, iterative processof defining, measuring, modifying andmonitoring consumer perceptions of amarketable object
-Arnott (1993)
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Recently, increasing attention hasbeen paid to positioning of service
brands.
Recently, increasing attention hasbeen paid to positioning of service
brands.
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While some authors state that there are nodifferences between positioning of services
and physical goods, most scholars agree thatit is more difficult to position services.
They also support the idea of tangibilizing
different aspects of a companys service toachieve positioning.
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positioning a service is more difficult than positioning a productbecause of the need to communicate vague and intangiblebenefits.
-Assael (1985)
services marketing differs from goods marketing becauseservices pose different marketing problems and opportunities
from those faced by goods marketers.
-Lamb & Cravens (1990)
A couple beliefs about positioningservices are:
A couple beliefs about positioningservices are:
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Because of differing opinions onpositioning services
Two differing schools of thought
have arose
Because of differing opinions onpositioning services
Two differing schools of thought
have arose
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Those who argue against varyingpositioning strategies for services
Those who argue that services need
specific positioning strategies.
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The First school of thought argues that one
should not vary positioning strategies forservices from physical goods.
The First school of thought argues that one
should not vary positioning strategies forservices from physical goods.
Customers can gain benefits from services in thesame way that they can for physical goods.
Since there are no real differences betweenphysical goods and services, there is no need for
differentiation between positioning strategies forservice marketing.
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The second school of thought states thatservices require different positioning
strategies and tactics from physical goods.
The second school of thought states thatservices require different positioningstrategies and tactics from physical goods.
These different positioning strategies for
services are based upon 3 qualities.
Search
Experience Credence
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Search Qualities are known as:Search Qualities are known as:
Features that consumers can identify beforepurchasing a product. Like:
Color
Style
Price Smell
etc.
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Experience qualities are known as:Experience qualities are known as:
Features that can only be understood afterpurchase or during consumption. Like:
Taste
Wearability
Satisfaction
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Credence qualities are known as:Credence qualities are known as:
Features that the consumer may finddifficult to evaluate even after purchaseand/or consumption.
Open heart operation
Brain surgery
Appendix operation
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In support of the secondschool of thought about
service positioning
In support of the secondschool of thought about
service positioning
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It is stated that marketers find difficultiestrying to interpret services since they canbe positioned on a variety of dimensions.
Such as:
Needs they satisfy
Benefits delivered
Specific features
Time of use Who uses it
It is stated that marketers find difficulties
trying to interpret services since they canbe positioned on a variety of dimensions.
Such as:
Needs they satisfy
Benefits delivered
Specific features
Time of use
Who uses it
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Also in support of the secondschool of thought
It is believed that services presentspecial challenges to positioning.
Also in support of the secondschool of thought
It is believed that services presentspecial challenges to positioning.
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Services are relatively intangible, produced andconsumed simultaneously, and often lessstandardized than goods. These unique
characteristics of services will therefore presentspecial challenges for services positioning.
-Berry (1980)
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To try to overcome these specialchallenges that services provide
To try to overcome these specialchallenges that services provide
It has shown that services advertisements oftencontain more:
Emotional appeal
Personalized headlines
Symbolic representation
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UltimatelyUltimately
Although there are two different
schools of thought, attention to detailand appreciation of servicespositioning must be established.
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service marketers must have a goodunderstanding of their special competitive
situation to achieve long-term competitiveadvantage
-Fisher (1991)