MKTG3311 Chapter 3: Chapter 3 Notes
Document Summary
Lo1 - understand the customer, competitor and company analysis (i. e. the 3cs) helps to develop a customer-driven services marketing strategy. Lo1: understand the customer, competitor and company analysis (i. e. the 3cs) helps to develop a customer-driven services marketing strategy. It also examines the organisation"s limitations or constraints, and how its values shape the way it does businesses. Lo2 - know the key elements of a positioning strategy (i. e. stp), and explain why these elements are so crucial for service firms to apply. Lo3 - segment customers on needs first before using other common bases to further identify and profile the segments. Lo4 - distinguish between important and determinant attributes for segmentation. It is crucial for segmenting customers to understand the difference between important and determinant attributes: determinant attributes often are further down on the list of service characteristics important to consumers.
