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Service Marketing, 2nd Edition by Pearson
book

Service Marketing, 2nd Edition by Pearson

by K. Rama Mohana Rao
May 2024
Beginner to intermediate content levelBeginner to intermediate
585 pages
24h 22m
English
Pearson India
Content preview from Service Marketing, 2nd Edition by Pearson
170 Services Marketing
INTRODUCTION
Service companies need to position themselves in order to maximize compet-
itive advantage and to serve the target market e ectively.  ere are basically
three quite distinct approaches to marketing strategy to select a target market:
undi erentiated market, di erentiated market (market segmentation) and
customization. A policy of undi erentiated or mass marketing emerges when
a  rm deliberately ignores any di erences that exist within its markets and
decides instead to focus on a feature that appears to be common or acceptable
to a wide variety of buyers.
1
Di erentiated marketing is to serve the needs ...
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Publisher Resources

ISBN: 9781306254410