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positioning in service marketing.

positioning in service marketing.

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Published by Somiya

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Published by: Somiya on Mar 12, 2010
Copyright:Attribution Non-commercial


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POSITIONING:Positioning is about communicating your unique selling advantage or proposition to your targetaudience in everything you do. Marketing, sales, customer service. The consistency helps your customer remember. Positioning allows a marketer to think about why a customer would want todo business with them. What do you offer that the other producers don't? What does a potentialclient get by doing business with you, that will serve their needs well?Positioning has three components:
What are your strengths? Your distinctive competencies? What about your offerings provide value to your customers?
Who is your target customer? What about them, makes them an ideal fit for the value youoffer?
How are you different from your competitors in ways that your customers and potentialcustomers will value? In other words, what is your unique selling proposition? Your competitive advantage?When all three are put together, you have a positioning statement. Positioning statements are the basis for all marketing messaging, sales scripts, and at a corporate level: branding.What we want is relationship customers. No one survives in business with out a strong reputationand referral customers. Customers who trust us to serve their needs. Who defend us, in light of new product offerings, and service innovations. For them to do that, they need to know what westand for. They had a good experience with us, but time passes. They forget. But if they see our messages, our positioning, then they remember and are pleased to do business with us, again.When you consider the big picture,
positioning is everything
. It drives marketing plans, websites, recruiting and sales scripts. It is the basis of every conversation, every sales call, everycustomer service interaction.ROLE & IMPORTANCE OF POSITIONING:Why is a positioning strategy so important? Because they’re a tiny little business plan boileddown to one sentence. Granted, sometimes it’s a long sentence. But it succinctly defines thetarget, their ‘pain point’, the category in which the company competes, their differentiated benefits, and what the company must do to ‘prove’ those differentiated benefits to thecustomer…developing a brand positioning strategy forces the company to consider what theyneed to do to be successful.” —BrandeoPositioning is undoubtedly one of the simplest and most useful tools to marketers. After segmenting a market and then targeting a consumer, you would proceed to position a productwithin that market.Positioning is all about 'perception'. As perception differs from person to person, so do the resultsof the positioning map e.g what you perceive as quality, value for money, etc, is different to my

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