Question 1

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 2

What are the characteristics of an unfocused service category?

Accepted Answer

Serving broad market

Question 3

One of the reasons why firms with a narrow product line elect to serve multiple segments is to create a portfolio of customers that hedge against low demand risks.

Accepted Answer

A) True 
 B)False

Question 4

The objective of corporate analysis is to identify the organization's resources, any limitations or constraints, its goals, and how it values shape the way it does business.

Accepted Answer

A) True 
 B)False

Question 5

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 6

A(n) ____________ is one that a firm has selected from among those in the broader market and may be defined on the basis of several variables.

Accepted Answer

A)  general segment 
B)  segmentation field 
C)  target segment 
D)  holistic segment 
E)  mass customization 
A)  general segment 
B)  segmentation field 
C)  target segment 
D)  holistic segment 
E)  mass customization

Question 7

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 8

Distinguish between important and determinant attributes

Accepted Answer

Important attributes represent

Question 9

The same individuals may set different priorities for attributes according to all EXCEPT which of the following?

Accepted Answer

A)  The purpose of using the service. 
B)  The cost of the service. 
C)  Whether the individual is using the service alone or with a group. 
D)  Who makes the decision. 
E)  The timing of use. 
A)  The purpose of using the service. 
B)  The cost of the service. 
C)  Whether the individual is using the service alone or with a group. 
D)  Who makes the decision. 
E)  The timing of use.

Question 10

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

Accepted Answer

Rentokil Initial - p

Question 11

Positioning strategy is concerned with ___________, _____________, and _____________ distinctive differences.

Accepted Answer

A)  finding, targeting, eliminating 
B)  creating, communicating, maintaining 
C)  praising, highlighting, saturating 
D)  anticipating, reducing, minimizing 
E)  purchasing, financing, consuming 
A)  finding, targeting, eliminating 
B)  creating, communicating, maintaining 
C)  praising, highlighting, saturating 
D)  anticipating, reducing, minimizing 
E)  purchasing, financing, consuming

Question 12

What are the two dimensions along which a company's focus can be described?

Accepted Answer

The answer of What are the two dimensions along which...

Question 13

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 14

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 15

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

Accepted Answer

The positioning strategy of this capsule

Question 16

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

Accepted Answer

A) True 
 B)False

Question 17

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 18

Discuss the analysis that took place to develop Bright Horizons and the ways in which they overcame unappealing industry characteristics.

Accepted Answer

Bright Horizons (BH) is a childcare comp

Question 19

Rentokil Initial allows clients to purchase sector-specific solutions that deliver multiple services but feature just "one invoice, one account manager, one help desk, one contract, and one motivated service team."

Accepted Answer

A) True 
 B)False

Question 20

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.

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 characteristics of an unfocused service category?

One of the reasons why firms with a narrow product line elect to serve multiple segments is to create a portfolio of customers that hedge against low demand risks.

The objective of corporate analysis is to identify the organization's resources, any limitations or constraints, its goals, and how it values shape the way it does business.

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

A(n) ____________ is one that a firm has selected from among those in the broader market and may be defined on the basis of several variables.

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

Distinguish between important and determinant attributes

The same individuals may set different priorities for attributes according to all EXCEPT which of the following?

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

Positioning strategy is concerned with _____, _, and _______ distinctive differences.

What are the two dimensions along which a company's focus can be described?

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

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.

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 ___________.

Discuss the analysis that took place to develop Bright Horizons and the ways in which they overcame unappealing industry characteristics.

Rentokil Initial allows clients to purchase sector-specific solutions that deliver multiple services but feature just "one invoice, one account manager, one help desk, one contract, and one motivated service team."

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?

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

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 characteristics of an unfocused service category?

One of the reasons why firms with a narrow product line elect to serve multiple segments is to create a portfolio of customers that hedge against low demand risks.

The objective of corporate analysis is to identify the organization's resources, any limitations or constraints, its goals, and how it values shape the way it does business.

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

A(n) ____________ is one that a firm has selected from among those in the broader market and may be defined on the basis of several variables.

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

Distinguish between important and determinant attributes

The same individuals may set different priorities for attributes according to all EXCEPT which of the following?

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

Positioning strategy is concerned with ___________, _____________, and _____________ distinctive differences.

What are the two dimensions along which a company's focus can be described?

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

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.

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 ___________.

Discuss the analysis that took place to develop Bright Horizons and the ways in which they overcame unappealing industry characteristics.

Rentokil Initial allows clients to purchase sector-specific solutions that deliver multiple services but feature just "one invoice, one account manager, one help desk, one contract, and one motivated service team."

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?

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

Positioning strategy is concerned with _____, _, and _______ distinctive differences.

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