1. Библиотека
  2. Журнал «Маркетинг услуг»
  3. №3, 2008
  4. статья

Стратегии позиционирования международных и ориентированных на разные культуры брендов услуг 
Блэнксон Ч., Калафатис С.
Предпосылки исследования;
Цель и задачи исследования;
Методика исследования;
Представители широкой публики;
Измерения;
Обсуждение;
Visa Card;
MasterCard;
American Express Card (Amex);
Diners club;
Выводы вклад в теорию и значение для менеджеров;
Ограничения и направления будущих исследований;

Темы:
БрендингИсследования брендов
Потребительское поведениеМышление потребителя
Идентичность брендаПозиционирование
Отрасли:
ФинансыБанковское дело
B2BРеклама и маркетинг
Услуги и сервис
Ключевые слова: позиционирование продукта, кредитные карты, исследовательские методы, услуги, финансовые услуги

Аннотация

В статье изучаются стратегии позиционирования четырех брендов кредитных карт (Visa, MasterCard, Amex и Diners Club). Дается оценка согласованности стратегий позиционирования руководством компании и специалистами, имеющими непосредственное отношение к их разработке, и восприятия стратегий позиционирования представителями целевой аудитории.

Журнал: «Маркетинг услуг» — №3, 2008 (© Издательский дом Гребенников)
Объем в страницах: 25
Кол-во знаков: около 39,254

Библиографическая ссылка: печать / интернет

* Деятельность Meta (соцсети Facebook и Instagram) запрещена в России как экстремистская.

1. Alden D.L., Steenkamp J.B.E.M. and Batra R. (1999). «Brand positioning through advertising in Asia, North America, and Europe: the role of global consumer culture». Journal of Marketing, Vol. 63, January, pp. 75–87.

2. Arnott D.C. (1992). Bases of financial services positioning in the personal pension, life assurance and personal equity plan sectors. PhD thesis, Manchester Business School, University of Manchester, UK.

3. Arnott D.C. (1993). «Positioning: redefining the concept». Research Papers, №81, Warwick Business School, Coventry.

4. Arnott D.C. (1994). «Positioning: on defining the concept, Marketing Educators’Group (MEG)». Conference Proceedings, University of Ulster, Coleraine, NI, 4–6 July.

5. Arnott D.C. and Easingwood C.J. (1994). «Positioning in services: an hypothetical typology of competitive bases». 23rd EMAC Conference Proceedings, Vol. 1, University of Limburg, Maastricht, 17–20 May, pp. 1–3.

6. Assael H. (1985). Marketing Management. Kent Publishing, Belmont, CA.

7. Baker M.J. (1981). «Services — salvation or servitude?» The Quarterly Review of Marketing, Spring, pp. 7–18.

8. Bateson J. (1995). Managing Services Marketing, 3rd ed., The Dryden Press, London.

9. Berry L.L. and Clark T. (1986). «Four ways to make services more tangible». Business, Vol. 36, October-December, pp. 53–54.

10. Berry L.L. and Parasuraman A. (1991). Marketing Services: Competing through Quality. Free Press, New York, NY.

11. Bitner M.J. (1997). «Services marketing: perspectives on service excellence». Journal of Retailing, Vol. 73, №1, pp. 3–6.

12. Blankson C. (2004). «Positioning strategies and incidence of congruence of two UK store card brands». Journal of Product & Brand Management, Vol. 13, №5, pp. 315–328.

13. Blankson C. and Kalafatis S.P. (1999). «Issues and challenges in the positioning of service brands: a review». Journal of Product & Brand Management, Vol. 8, №2, pp. 106–118.

14. Blankson C. and Kalafatis S.P. (2001). «The development of a consumer/customer-derived generic typology of Positioning strategies of service brands positioning strategies». Journal of Marketing Theory and Practice, Vol. 9, №2, pp. 35–53.

15. Blankson C. and Kalafatis S.P. (2004). «The development and validation of a scale measuring consumer/customerderived generic typology of positioning strategies». Journal of Marketing Management, Vol. 20, №1–2, pp. 5–43.

16. Buttle F. (1986). «Unserviceable concepts in service marketing». The Quarterly Review of Marketing, Spring, pp. 8–14.

17. Childers T.L., Pride W.M. and Ferrell O.C. (1980). «A reassessment of the effects of appeals on response to mail surveys». Journal of Marketing Research, Vol. XVII, August, pp. 365–370.

18. Cochran0 W.G. (1950). «The comparison of percentages on matched samples». Biometrika, Vol. 37, pp. 256–266.

19. Cutler B.D. and Javalgi R.G. (1993). «Analysis of print ad features: services versus products». Journal of Advertising Research, Vol. 33, №2, pp. 62–69.

20. Dalebout A. and Wierenga B. (1997). «Qualitative modelling of sales promotion decision making based on verbal data». 26th EMAC Conference Proceedings, Warwick Business School, Coventry, 20–23 May.

21. Darley W.K. and Smith R.E. (1993). «Advertising claim objectivity: antecedents and effects». Journal of Marketing, Vol. 57, October, pp. 100–113.

22. Day E. (1992). «Conveying service quality through advertising». Journal of Services Marketing, Vol. 6, Fall, pp. 53–61.

23. De Chernatony L. (1994). «Developing a more effective brand positioning». The Journal of Brand Management, Vol. 1, №6, pp. 373–379.

24. De Chernatony L. (1999). «The challenge of services branding: knowledge management to the rescue». The Journal of Brand Management, Vol. 6, №4, pp. 271–277.

25. De Chernatony L. and Segal-Horn S. (2001). «Building on services’ characteristics to develop successful services brands». Journal of Marketing Management, Vol. 17, №7–8, pp. 645–669.

26. Dibb S. and Simkin L. (1991). «Targeting, segments and positioning». International Journal of Retail & Distribution Management, Vol. 19, №3, pp. 4–10.

27. Dibb S., Simkin L., Pride W.M. and Ferrell O.C. (1997). Marketing: Concepts and Strategies. 3rd ed., Houghton Mifflin, Boston, MA.

28. Donnelly J.H., Brown L.L. and Thompson T.W. (1985). Marketing Financial Services. Irwin Professional Publishing, Burr Bridge, IL.

29. Easingwood C.J. and Mahajan V. (1989). «Positioning of financial services for competitive strategy». Journal of Product Innovation Management, Vol. 6, September, pp. 207–19.

30. Ellis B. and Mosher J. (1993). «Six Ps for four characteristics: a complete positioning strategy for the professional services firm — CPAs». Journal of Professional Services Marketing, Vol. 9, №1, pp. 129–145.

31. Fay M. and Currier G. (1994). «The rise and fall of the copy point: the changing information content of print advertisements from 1953–1988». European Journal of Marketing, Vol. 28, №10, pp. 10–31.

32. Fill C. (1999). Marketing Communications: Contexts, Contents and Strategies. 2nd ed., Prentice Hall Europe, Hemel Hempstead, pp. 511–522.

33. Fisher R.J. (1991). «Durable differentiation strategies for services». Journal of Services Marketing, Vol. 5, №1, pp. 19–28.

34. Fletcher A.D. and Bowers T.A. (1991). Fundamentals of Advertising Research. 4th ed., Wadsworth Publishing, Belmont, CA.

35. Frankfort-Nachmias C. and Nachmias D. (1996). Research Methods in the Social Sciences. 5th ed., Arnold-Hodder Group, London.

36. George W.R. and Berry L.L. (1981). «Guidelines for the advertising of services». Business Horizons, Vol. 24, July-August, pp. 52–56.

37. Grove S.J., Carlson L. and Dorsch M.J. (2002). «Addressing services intangibility through integrated marketing communication: an exploratory study». Journal of Services Marketing, Vol. 16, №5, pp. 393–411.

38. Hankinson G. and Cowking P. (1997). «Branding in practice: the profile and role of brand managers in the UK». Journal of Marketing Management, Vol. 13, №4, pp. 239–264.

39. Hawes J.M., Crittender V.J. and Crittender W.F. (1987). «The effect of personalisation, source and offer on mail survey response rate and speed». ABER, Vol. 18, №2, pp. 54–63.

40. Holsti O.R. (1969). Content Analysis for the Social Sciences and Humanities. Addison-Wesley, London.

41. Hooley G. and Greenley G. (2005). «The resource underpinnings of competitive positions». Journal of Strategic Marketing, Vol. 13, June, pp. 93–116.

42. Hooley G.J. and Saunders J. (1993). Competitive Positioning: The Key to Market Success. Prentice-Hall, London.

43. Hooley G.J., Greenley G., Fahy J. and Cadogan J. (2001). «Market focused revenues, competitive positioning and firm performance». Journal of Marketing Management, Vol. 17, №5–6, pp. 503–552.

44. Hornik J. (1982) «Impact of pre-call request form and gender interaction on response to a mail survey». Journal of Marketing Research, Vol. XIX, February, pp. 144–151.

45. Hsu T.S. and Feldt L.S. (1969). «The effect of limitations on the number of criterion scores on the significance level of the F-test». American Educations Research Journal, Vol. 6, pp. 515–527.

46. Javalgi R.G., Joseph W.B. and Gombeski W.R. (1995). «Positioning your service to target key buying influences: the case of referring physicians and hospitals». Journal of Services Marketing, Vol. 9, №5, pp. 42–52.

47. Jobber D. (1989) «An examination of the effects of questionnaire factors on response to an industrial mail survey». International Journal of Research in Marketing, Vol. 6, pp. 129–140.

48. Johar J.S. and Sirgy M.J. (1989). «Positioning models in marketing: toward a normative-integrated model». Journal of Business and Psychology, Vol. 3, №4, pp. 475–485.

49. Journal of Marketing (1997). «Guidance for the Acceptance of Manuscripts». The Journal of Marketing, Vol. 61, №1, p. 118.

50. Kalafatis S.P., Glass B. and Cooper R.J. (1997). «Positioning strategies in the UK timber sector». Paper presented at the IUFRO Conference, Tofino, British Columbia, Canada, June.

51. Kalafatis S.P., Tsogas M. and Blankson C. (2000). «Positioning strategies in business markets». Journal of Business & Industrial Marketing, Vol. 15, №6, pp. 416–437.

52. Kara A., Kaynak E. and Kucukemiroglu O. (1996). «Positioning of fast-food outlets in two regions of North America: a comparative study using correspondence analysis». Journal of Professional Services Marketing, Vol. 14, №2, pp. 99–119.

53. Kirk J. and Miller M.L. (1986). Reliability and Validity in Qualitative Research. Qualitative Research Methods Series 1, Sage Publications, Newbury Park, CA.

54. Legg D. and Baker J. (1987). «Advertising strategies for service firms» in Suprenant, C. (Ed.), Add Value to your Service, American Marketing Association, Chicago, IL, pp. 163–168.

55. Leonard M. and Spence A. (1991). «The importance of image as a competitive strategy: an exploratory study in commercial banks». International Journal of Bank Marketing, Vol. 9, №4, pp. 25–29.

56. Levitt T. (1981). «Marketing intangible products and product intangibles». Harvard Business Review, May-June.

57. Lovelock C.H. (1983). «Classifying services to gain strategic marketing insights». Journal of Marketing, Summer.

58. Middleton V.T.C. (1983). «Product marketing — goods and services compared». The Quarterly Review of Marketing, Summer, pp. 1–10.

59. Mittal B. (1999). «The advertising of services: meeting the challenges of intangibility». Journal of Services Research, Vol. 2, №1, pp. 98–116.

60. Mittal B. (2002). «Services communications: from mindless tangibilization to meaningful messages». Journal of Services Marketing, Vol. 16, №5, pp. 424–431.

61. O’Cass A. and Grace D. (2004). «Exploring consumer experiences with a service brand». Journal of Product & Brand Management, Vol. 13, №4, pp. 257–268.

62. Oppenheim A.N. (1992). Questionnaire Design, Interview and Attitude Measurement. Pinter Publishers, London.

63. Park C.W., Jaworski B.J. and MacLnnis D.J. (1986). «Strategic brand concept-image management». Journal of Marketing, Vol. 50, October, pp. 135–145.

64. Piercy N.F. (1991). Market-Led Strategic Change: Making Marketing Happen in your Organisation. Butterworth-Heinemann, London.

65. Piercy N.F. (2005). Market-Led Strategic Change: A Guide to Transforming the Process of going to Market. Elsevier Butterworth Heinemann, London.

66. Pollay R.W. (1985). «The subsidizing sizzle: a descriptive history of print advertising, 1900–1980». Journal of Marketing, Vol. 50, October, pp. 135–145.

67. Porter M.E. (1985). Competitive Advantage. The Free Press, New York, NY.

68. Porter M.E. (1996). «What is strategy?» Harvard Business Review, November-December, pp. 61–78.

69. Ray M.L. (1992). Advertising and Communication Management. Prentice-Hall, Englewood Cliff, NJ.

70. Rigger W. (1995). «Positioning in Theory and Practice: Towards a Research Agenda». 24th EMAC Conference Proceedings, Vol.1, 16–19 May, ESSEC, France, pp. 991–1009.

71. Rossiter J.R. and Percy L. (1997). Advertising Communications & Promotion Management. 2nd ed., The McGraw-Hill Companies, New York, NY, pp. 140–174.

72. Seggev E. (1982). «Testing persuasion by strategic positioning». Journal of Advertising Research, Vol. 22, №1, pp. 37–42.

73. Shostack G.L. (1987). «Service positioning through structural change». Journal of Marketing, Vol. 51, January, pp. 34–43.

74. Singhapakdi A., Kraft K.L., Vitell S.J. and Rallapalli K.C. (1995). «The perceived importance of ethics and social responsibility on organizational effectiveness, a survey of marketers». Journal of the Academy of Marketing Science, Vol. 23, №1, pp. 49–56.

75. Stafford M.R. (1996). «Tangibility in services advertising: an investigation of verbal versus visual cues». Journal of Advertising, Vol. 25, №3, pp. 13–26.

76. Spector P.E. (1992). Summated Rating Scale Construction. Sage University Papers, Sage Publications, London.

77. Walker O.C., Boyd H.W. and Larreche J.C. (1996). Marketing Strategy: Planning and Implementation. Irwin, Chicago, IL, pp. 174–95.

78. Weber R.P. (1990). Basic Content Analysis. 2nd ed., Sage Publications, Newbury Park, CA.

79. Winkler R.L. (1981). «Combining probability distributions from dependent information sources». Management Science, Vol. 27, № 4, pp. 479–488.

80. Worthington S. (1990). The Future for Plastic Cards and Payment Systems in the UK. Institute of Retail Studies, University of Stirling, August.

81. Worthington S. (1992). «Plastic cards and consumer credit». International Journal of Retail & Distribution Management, Vol. 20, №7, pp. 3–9.

82. Worthington S. (1994). «Retailer aspirations in plastic cards and payment systems». Journal of Retailing and Consumer Services, Vol. 1, №1, pp. 30–39.

83. Worthington S. (1996). «Smart cards and retailers — who stands to benefit?» International Journal of Retail & Distribution Management, Vol. 24, №9, pp. 27–34.

84. Wyckham R.G., Fitzroy T. and Mandry G.D. (1975). «Marketing services: an evaluation of the theory». European Journal of Marketing, Vol. 9, №1, pp. 59–67.

85. Yip G.S. (1997). «Patterns and determinants of global marketing». Journal of Marketing Management, Vol. 13, №1–3, pp. 153–164.

86. Young M.R. (1993). «Positioning of financial institutions using adaptive perceptual mapping and computer-aided interviewing». Journal of Professional Services Marketing, Vol. 9, №1, pp. 159–171.

87. Zeithaml V.A. and Bitner M.J. (1996). Services Marketing. The McGraw-Hill Companies, New York, NY, pp. 286–95.

Блэнксон Чарльз

Доктор философии университета Кингстона, доцент кафедры маркетинга и исполняющий обязанности директора Научной программы на Кафедре маркетинга и логистики Колледжа бизнес-администрирования, Университет Северного Техаса.

Дентон, США

Калафатис Ставрос П.

Преподаватель бизнес-маркетинга в Кингстонской школе бизнеса, Университет Кингстона.

Кингстон, Великобритания

Получил докторскую степень в Университетском колледже Северного Уэльса.

Другие статьи в этом выпуске