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Module 1: Understanding Consumers and Market

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Understanding Consumers and Market - Lesson Summary

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In this module, you learned how the service encounter can be viewed in the form of theatre and also how role, script, and perceived control theories contribute to a better understanding of service encounters.
You then learned how the 3 ‘C’s helps to develop a customer-driven services marketing strategy and the key elements of a positioning strategy.
You then discovered how focus strategies are used to gain competitive advantage and how to use positioning maps to analyse and develop competitive strategy.
You then learned about service product and the components of a typical service product and the flower of service model comprising facilitating and enhancing services.
Finally, you learned about various branding service strategies, the concept of service tiering, building brand equity, service branding model, hierarchy of new service development and the factors required in achieving success.