Page 157 - DMGT510_SERVICES_MARKETING

Services Marketing

Notes 8.5 Review Questions

1. Positioning is battle for the consumer’s mindshare. Discuss the relevance of positioning in
modern marketplace.

2. What are the options available for a firm to position a service? If you want to position
healthcare services, how would you do it?
3. Draw a positioning map for the airline industry. If you are coming up with an airline
service which would cater to middle-middle income and upper-middle income groups,
where would you place it?
4. Success will breed imitators. What can a firm do toward them off? Give examples to
support your answer.

5. Prepare a rough blueprint for a banking firm.
6. Explain the current positioning used by Airtel in India and contrast it with the positioning
of Vodafone.

7. What do you think, positioning on the basis of which attribute would yield maximum
results? Explain your answer
8. Can a service be positioned on two or more attributes? Give reasons to explain your
answer.
9. Can a service brand do without a positioning statement or can a firm skip the positioning
process? Explain your answer.

10. Briefly explain the service blueprint designing process.

Answers: Self Assessment

1. Mindshare 2. Consistent
3. Price 4. Service category
5. User 6. An intangible

7. Perceptual 8. Product attributes
9. Price war 10. Competitive advantage
11. True 12. False
13. True 14. False

15. False

8.6 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

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