Page 129 - DMGT522_SERVICES MANAGEMENT

Services Management

Notes Answers: Self Assessment

1. Competitive offers 2. ‘Product’

3. Resellers 4. Mindshare
5. Consistent 6. Price
7. Service category 8. User
9. An intangible 10. Perceptual

11. Product attributes 12. Price war
13. Competitive advantage 14. True
15. False 16. True
17. False 18. False

5.6 Further Readings

Books Al Ries and Jack Trout, Positioning: The Battle for your Mind, New York: McGraw
Hill, 1981
C Bhattacharjee, Services Marketing, Excel Books, New Delhi
Donald W Cowell, The Marketing of Services, London: Heinemann, 1984

J M Rathmell, Marketing in the Service Sector, Cambridge Mass: Winthrop, 1974

Online links http://servicedesign.wikispaces.com/Service+Blueprint
http://www.visitell.com/pages/article-service-positioning.php

http://www.adcracker.com/position/Positioning.htm
http://www.1000ventures.com/business_guide/crosscuttings/
positioning_main.html

124 LOVELY PROFESSIONAL UNIVERSITY