Question 1

Grant Thornton is an example of a "tier two" accounting firm that positions itself on offering better service and/or lower prices.

Accepted Answer

A) True 
 B)False

Question 2

Describe Yotel's positioning strategy and how it is able to successfully accomplish it.

Accepted Answer

The positioning strategy of this capsule

Question 3

Rentokil Initial has developed an extensive product range that includes all of the following EXCEPT _________.

Accepted Answer

A)  package delivery 
B)  interior plants landscaping 
C)  uniform rental and cleaning 
D)  washroom attendant service 
E)  mobile paper shredding service 
A)  package delivery 
B)  interior plants landscaping 
C)  uniform rental and cleaning 
D)  washroom attendant service 
E)  mobile paper shredding service

Question 4

Capsule hotels chains have been launched in many countries, including New York, London, Amsterdam, and Malaysia.

Accepted Answer

A) True 
 B)False

Question 5

A target segment should only be selected on the basis of their sales and profit potential.

Accepted Answer

A) True 
 B)False

Question 6

UPS has had to develop communication strategies to change perceptions and increase awareness about ___________.

Accepted Answer

A)  across-the-board rate increases for all services that are a result of recent rise in fuel costs 
B)  new same day delivery routes to most major cities across the continental US 
C)  other services they offer, including supply chain management and financial services 
D)  eco-friendly protocols, including hybrid trucks and packaging material recycling, that have been implemented 
E)  cuts in employee benefits 
A)  across-the-board rate increases for all services that are a result of recent rise in fuel costs 
B)  new same day delivery routes to most major cities across the continental US 
C)  other services they offer, including supply chain management and financial services 
D)  eco-friendly protocols, including hybrid trucks and packaging material recycling, that have been implemented 
E)  cuts in employee benefits

Question 7

A service-focused firm offers a narrow range of services to a fairly broad market.

Accepted Answer

A) True 
 B)False

Question 8

Failure to select a desired position in the marketplace-and to develop a marketing action plan designed to achieve and hold this position-may result in which of the following possible outcomes?

Accepted Answer

A)  The organization (product) is pushed into a position, where it faces indirect competition from a weaker competitor. 
B)  The organization (product) is pushed into a position that nobody else wants, because there is little customer demand. 
C)  The organization's (product's) position is so blurred that nobody knows what its supplementary aspects really are. 
D)  The organization (product) becomes obsolete before demand can be built. 
E)  The organization (product) cannot sustain growth in lieu of external resources. 
A)  The organization (product) is pushed into a position, where it faces indirect competition from a weaker competitor. 
B)  The organization (product) is pushed into a position that nobody else wants, because there is little customer demand. 
C)  The organization's (product's) position is so blurred that nobody knows what its supplementary aspects really are. 
D)  The organization (product) becomes obsolete before demand can be built. 
E)  The organization (product) cannot sustain growth in lieu of external resources.

Question 9

The best way to anticipate possible competitive responses is to identify all current or potential competitors and conduct an internal corporate analysis for each of these competitors.

Accepted Answer

A) True 
 B)False

Question 10

What are the characteristics of an unfocused service category?

Accepted Answer

Serving broad market

Question 11

Give an example of a company that utilizes a fully focused strategy and explain how.

Accepted Answer

Shouldice Hospital -

Question 12

Which of the following is the best example of a determinant characteristic for airline travel?

Accepted Answer

A)  Oxygen masks 
B)  Plane size 
C)  Availability of frequent flier miles 
D)  Having cocktail service 
E)  Floatation devices 
A)  Oxygen masks 
B)  Plane size 
C)  Availability of frequent flier miles 
D)  Having cocktail service 
E)  Floatation devices

Question 13

Explain what a fully-focused and a market-focused strategy are and discuss the opportunities and risks inherent in selecting each strategy.

Accepted Answer

A fully-focused organization provides a

Question 14

What are the three types of analysis to consider when developing a market positioning strategy?

Accepted Answer

Market analysis, int

Question 15

Discuss how a positioning map could be applied to the hotel industry given a competitive threat.

Accepted Answer

A hotel might start by focusing on a spe

Question 16

Which of the following is NOT one of the four basic focus strategies?

Accepted Answer

A)  Service focused 
B)  Unfocused 
C)  Fully focused 
D)  Refocused 
E)  Market focused 
A)  Service focused 
B)  Unfocused 
C)  Fully focused 
D)  Refocused 
E)  Market focused

Question 17

Grant Thornton, the fifth largest firm in the accounting industry, has successfully positioned itself as offering ____________ and having ____________.

Accepted Answer

A)  high investment yield; "a passion for the business of accounting" 
B)  limited financial obligation; "a desire to exceed expectations" 
C)  easy access to partners; "a passion for the business of accounting" 
D)  low employee turnover; "a desire to exceed expectations" 
E)  high asset turnover; "a passion for the business of accounting" 
A)  high investment yield; "a passion for the business of accounting" 
B)  limited financial obligation; "a desire to exceed expectations" 
C)  easy access to partners; "a passion for the business of accounting" 
D)  low employee turnover; "a desire to exceed expectations" 
E)  high asset turnover; "a passion for the business of accounting"

Question 18

Give an example of a service focused company and explain the strategy.

Accepted Answer

Starbucks serves a l

Question 19

UPS repositioned itself by ____________ and adding the tagline ________.

Accepted Answer

A)  extending their business model; "Save some Green by going Brown" 
B)  moving beyond the existing emphasis on the color brown; "Synchronizing the world of commerce" 
C)  changing its market-segmentation strategy; "The reason is Brown" 
D)  adding customization to its online offerings; "Brown with envy" 
E)  altering customer perceptions through personalization; "Changing the minds of the competition" 
A)  extending their business model; "Save some Green by going Brown" 
B)  moving beyond the existing emphasis on the color brown; "Synchronizing the world of commerce" 
C)  changing its market-segmentation strategy; "The reason is Brown" 
D)  adding customization to its online offerings; "Brown with envy" 
E)  altering customer perceptions through personalization; "Changing the minds of the competition"

Question 20

Position statements change in response to changing market structures, technology, competitive activity, and evolution of the firm itself.

Accepted Answer

A) True 
 B)False

Grant Thornton is an example of a "tier two" accounting firm that positions itself on offering better service and/or lower prices.

Describe Yotel's positioning strategy and how it is able to successfully accomplish it.

Rentokil Initial has developed an extensive product range that includes all of the following EXCEPT _________.

Capsule hotels chains have been launched in many countries, including New York, London, Amsterdam, and Malaysia.

A target segment should only be selected on the basis of their sales and profit potential.

UPS has had to develop communication strategies to change perceptions and increase awareness about ___________.

A service-focused firm offers a narrow range of services to a fairly broad market.

Failure to select a desired position in the marketplace-and to develop a marketing action plan designed to achieve and hold this position-may result in which of the following possible outcomes?

The best way to anticipate possible competitive responses is to identify all current or potential competitors and conduct an internal corporate analysis for each of these competitors.

What are the characteristics of an unfocused service category?

Give an example of a company that utilizes a fully focused strategy and explain how.

Which of the following is the best example of a determinant characteristic for airline travel?

Explain what a fully-focused and a market-focused strategy are and discuss the opportunities and risks inherent in selecting each strategy.

What are the three types of analysis to consider when developing a market positioning strategy?

Discuss how a positioning map could be applied to the hotel industry given a competitive threat.

Which of the following is NOT one of the four basic focus strategies?

Grant Thornton, the fifth largest firm in the accounting industry, has successfully positioned itself as offering and having .

Give an example of a service focused company and explain the strategy.

UPS repositioned itself by ____ and adding the tagline .

Position statements change in response to changing market structures, technology, competitive activity, and evolution of the firm itself.

New Perspectives on Marketing in the Service Economy

Consumer Behavior in a Services Context

Developing Service Products: Core and Supplementary Elements

Distributing Services Through Physical and Electronic Channels

Setting Prices and Implementing Revenue Management

Promoting Services and Educating Customers

Designing and Managing Service Processes

Balancing Demand and Productive Capacity

Crafting the Service Environment

Managing People for Service Advantage

Managing Relationships and Building Loyalty

Complaint Handling and Service Recovery

Improving Service Quality and Productivity

Striving for Service Leadership

Filters

Exam 3: Positioning Services in Competitive Markets

Grant Thornton is an example of a "tier two" accounting firm that positions itself on offering better service and/or lower prices.

Describe Yotel's positioning strategy and how it is able to successfully accomplish it.

Rentokil Initial has developed an extensive product range that includes all of the following EXCEPT _________.

Capsule hotels chains have been launched in many countries, including New York, London, Amsterdam, and Malaysia.

A target segment should only be selected on the basis of their sales and profit potential.

UPS has had to develop communication strategies to change perceptions and increase awareness about ___________.

A service-focused firm offers a narrow range of services to a fairly broad market.

Failure to select a desired position in the marketplace-and to develop a marketing action plan designed to achieve and hold this position-may result in which of the following possible outcomes?

The best way to anticipate possible competitive responses is to identify all current or potential competitors and conduct an internal corporate analysis for each of these competitors.

What are the characteristics of an unfocused service category?

Give an example of a company that utilizes a fully focused strategy and explain how.

Which of the following is the best example of a determinant characteristic for airline travel?

Explain what a fully-focused and a market-focused strategy are and discuss the opportunities and risks inherent in selecting each strategy.

What are the three types of analysis to consider when developing a market positioning strategy?

Discuss how a positioning map could be applied to the hotel industry given a competitive threat.

Which of the following is NOT one of the four basic focus strategies?

Grant Thornton, the fifth largest firm in the accounting industry, has successfully positioned itself as offering ____________ and having ____________.

Give an example of a service focused company and explain the strategy.

UPS repositioned itself by ____________ and adding the tagline ________.

Position statements change in response to changing market structures, technology, competitive activity, and evolution of the firm itself.

New Perspectives on Marketing in the Service Economy

Consumer Behavior in a Services Context

Developing Service Products: Core and Supplementary Elements

Distributing Services Through Physical and Electronic Channels

Setting Prices and Implementing Revenue Management

Promoting Services and Educating Customers

Designing and Managing Service Processes

Balancing Demand and Productive Capacity

Crafting the Service Environment

Managing People for Service Advantage

Managing Relationships and Building Loyalty

Complaint Handling and Service Recovery

Improving Service Quality and Productivity

Striving for Service Leadership

Filters

Grant Thornton, the fifth largest firm in the accounting industry, has successfully positioned itself as offering and having .

UPS repositioned itself by ____ and adding the tagline .