Adapting positioning strategy to consumers' quality and value needs in service markets

Date of publication: June 15, 1987

Author: Chris Macrae

Abstract:

NOVACTION'S PERCEPTOR SYSTEM comprises marketing models and an experience database. The models provide an analytic framework for understanding the contributions of brand positioning and marketing mix to consumers' brand preferences and purchasing behaviour. The experience database maintains key records from historic projects so that global positioning analogies can be studied and strategies designed . In this paper, the modelling framework of PERCEPTOR is outlined in the context of a typical service market, and positioning principles relating to strategic issues in service markets are drawn from the system's experience database. The author suggests that database principles provide valuable ground rules for defining business strategy and that this is particularly relevant in the service sector where actionable forward planning plays such a crucial role in successful business development.

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