Question 1

Bright Horizons strategy included which of the following?

Accepted Answer

A)  Marketing services to employers instead of parents. 
B)  Hiring inexpensive labor. 
C)  Commoditized service offerings. 
D)  Heavy regulatory oversight. 
E)  All of the above are strategies employed by BH. 
A)  Marketing services to employers instead of parents. 
B)  Hiring inexpensive labor. 
C)  Commoditized service offerings. 
D)  Heavy regulatory oversight. 
E)  All of the above are strategies employed by BH. A

Question 2

Which of the following is NOT one of the four principles of positioning according to Jack Trout?

Accepted Answer

A)  A company must maintain a strong labor base. 
B)  A company must establish a position in the minds of its targeted customers. 
C)  The position should be singular, providing one simple and consistent message. 
D)  The position must set a company apart from its competitors. 
E)  A company cannot be all things to all people-it must focus its efforts. 
A)  A company must maintain a strong labor base. 
B)  A company must establish a position in the minds of its targeted customers. 
C)  The position should be singular, providing one simple and consistent message. 
D)  The position must set a company apart from its competitors. 
E)  A company cannot be all things to all people-it must focus its efforts. A

Question 3

A ____________ is composed of a group of buyers who share common characteristics, needs, purchasing behavior, or consumption patterns.

Accepted Answer

A)  target class 
B)  class 
C)  focal segment 
D)  market segment 
E)  target segment 
A)  target class 
B)  class 
C)  focal segment 
D)  market segment 
E)  target segment D

Question 4

No service attribute can be easily quantified because of the intangibility of services.

Accepted Answer

A) True 
 B)False

Question 5

Positioning plays a pivotal role in marketing strategy, because it links market analysis and competitive analysis to environmental analysis.

Accepted Answer

A) True 
 B)False

Question 6

In marketing terms, ____________ means providing a relatively narrow product mix for a particular market segment.

Accepted Answer

A)  cantor 
B)  synopsis 
C)  focus 
D)  phyla 
E)  class 
A)  cantor 
B)  synopsis 
C)  focus 
D)  phyla 
E)  class

Question 7

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

Accepted Answer

Market analysis, int

Question 8

A fully-focused organization concentrates on a narrow market segment, but has a wide range of services.

Accepted Answer

A) True 
 B)False

Question 9

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

Accepted Answer

Shouldice Hospital -

Question 10

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

Accepted Answer

A) True 
 B)False

Question 11

Lasik eye surgery clinics and Starbucks follow a market-focused strategy, serving a broad customer base with a largely standardized product.

Accepted Answer

A) True 
 B)False

Question 12

Bright Horizons chose a positioning strategy that emphasized low cost childcare.

Accepted Answer

A) True 
 B)False

Question 13

It's usually a good idea for firms to try to appeal to all potential buyers in a market, because customer variety leads to full capacity.

Accepted Answer

A) True 
 B)False

Question 14

Explain what is meant by a capsule hotel.

Accepted Answer

Cupboard-like rooms developed

Question 15

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 16

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 17

What is a position statement?

Accepted Answer

A position statement is the outcome of i

Question 18

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

Accepted Answer

A) True 
 B)False

Question 19

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

Accepted Answer

A) True 
 B)False

Question 20

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

Bright Horizons strategy included which of the following?

Which of the following is NOT one of the four principles of positioning according to Jack Trout?

A ____________ is composed of a group of buyers who share common characteristics, needs, purchasing behavior, or consumption patterns.

No service attribute can be easily quantified because of the intangibility of services.

Positioning plays a pivotal role in marketing strategy, because it links market analysis and competitive analysis to environmental analysis.

In marketing terms, ____________ means providing a relatively narrow product mix for a particular market segment.

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

A fully-focused organization concentrates on a narrow market segment, but has a wide range of services.

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

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

Lasik eye surgery clinics and Starbucks follow a market-focused strategy, serving a broad customer base with a largely standardized product.

Bright Horizons chose a positioning strategy that emphasized low cost childcare.

It's usually a good idea for firms to try to appeal to all potential buyers in a market, because customer variety leads to full capacity.

Explain what is meant by a capsule hotel.

UPS repositioned itself by ____ and adding the tagline .

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

What is a position statement?

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

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

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

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

Bright Horizons strategy included which of the following?

Which of the following is NOT one of the four principles of positioning according to Jack Trout?

A ____________ is composed of a group of buyers who share common characteristics, needs, purchasing behavior, or consumption patterns.

No service attribute can be easily quantified because of the intangibility of services.

Positioning plays a pivotal role in marketing strategy, because it links market analysis and competitive analysis to environmental analysis.

In marketing terms, ____________ means providing a relatively narrow product mix for a particular market segment.

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

A fully-focused organization concentrates on a narrow market segment, but has a wide range of services.

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

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

Lasik eye surgery clinics and Starbucks follow a market-focused strategy, serving a broad customer base with a largely standardized product.

Bright Horizons chose a positioning strategy that emphasized low cost childcare.

It's usually a good idea for firms to try to appeal to all potential buyers in a market, because customer variety leads to full capacity.

Explain what is meant by a capsule hotel.

UPS repositioned itself by ____________ and adding the tagline ________.

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

What is a position statement?

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

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

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

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

UPS repositioned itself by ____ and adding the tagline .