Question 1

Target segments should be selected on the basis of all of the following EXCEPT:

Accepted Answer

A) sales and profit potential 
B) strategic fit with organisation's resources 
C) strategic fit with organisation's management style 
D) strategic fit with organisation's business strategy 
E) strategic fit with organisation's other markets served 
A) sales and profit potential 
B) strategic fit with organisation's resources 
C) strategic fit with organisation's management style 
D) strategic fit with organisation's business strategy 
E) strategic fit with organisation's other markets served

Question 2

Why might an organisation use a positioning map?

Accepted Answer

A) To see how many competitors are in the market 
B) To see whether they have a competitive advantage over the competition 
C) To discover the dimensions which are most important to customers 
D) To discover the levels of customer satisfaction relative to the competition 
E) To discover what position new entrants might move into in the market 
A) To see how many competitors are in the market 
B) To see whether they have a competitive advantage over the competition 
C) To discover the dimensions which are most important to customers 
D) To discover the levels of customer satisfaction relative to the competition 
E) To discover what position new entrants might move into in the market

Question 3

The attributes selected for use in a positioning map must be:

Accepted Answer

A) financially desirable to the business 
B) important to the potential consumer 
C) meaningful to the potential consumer 
D) a and c 
E) b and c 
A) financially desirable to the business 
B) important to the potential consumer 
C) meaningful to the potential consumer 
D) a and c 
E) b and c

Question 4

To establish a point of parity, a brand must demonstrate clear superiority on a particular attribute or benefit.

Accepted Answer

A) True 
 B)False

Question 5

A marketer choosing the level at which to anchor a brand's points of difference would usually not choose brand attributes because they are relatively easy for competitors to copy and ____________.

Accepted Answer

A) positioning needs to draw in competitors 
B) anchoring at the level of values is easier 
C) the buyer is more interested in benefits 
D) the buyer is more interested in features 
E) the buyer is more interested in price 
A) positioning needs to draw in competitors 
B) anchoring at the level of values is easier 
C) the buyer is more interested in benefits 
D) the buyer is more interested in features 
E) the buyer is more interested in price

Question 6

The Singapore Girl demonstrates Singapore Airlines' commitment to its national heritage.

Accepted Answer

A) True 
 B)False

Question 7

A major challenge for services marketers when developing a positioning map is identifying which attributes are important and meaningful to the market of interest.

Accepted Answer

A) True 
 B)False

Question 8

Points of parity and points of difference refer to the same concept.

Accepted Answer

A) True 
 B)False

Question 9

A positioning statement can be developed that enables a service organisation to define its ideal place in the market by answering the following questions except:

Accepted Answer

A) where in the market should we compete? 
B) who are our target markets? 
C) what is our service product or concept? 
D) what do we want our service product to become? 
E) how are we positioned in the market? 
A) where in the market should we compete? 
B) who are our target markets? 
C) what is our service product or concept? 
D) what do we want our service product to become? 
E) how are we positioned in the market?

Question 10

Which kind of analysis requires an organisation's management to identify its resources, limitations, constraints, values and goals?

Accepted Answer

A) Customer analysis 
B) Company analysis 
C) Competitive analysis 
D) Internal marketing analysis 
E) Departmental analysis 
A) Customer analysis 
B) Company analysis 
C) Competitive analysis 
D) Internal marketing analysis 
E) Departmental analysis

Question 11

In a competitive market, a catering company has asked you to provide a positioning parity.Develop a plan using either points of parity or points of difference.

Accepted Answer

To develop a positioning parity plan for

Question 12

Marketers need to anticipate competitive responses for which of the following reasons?

Accepted Answer

A) An existing competitor may reposition themselves to compete more effectively 
B) A competitor may be able to offer a higher service level and do so 
C) A stronger competitor may be targeting the same niche with a superior service concept 
D) None of the above 
E) All of the above 
A) An existing competitor may reposition themselves to compete more effectively 
B) A competitor may be able to offer a higher service level and do so 
C) A stronger competitor may be targeting the same niche with a superior service concept 
D) None of the above 
E) All of the above

Question 13

When marketers attempt to create competitive advantages for their service product offerings they need to take into account:

Accepted Answer

A) what will attract customers 
B) how to appeal to customers 
C) key data 
D) segmentation 
E) all of the above 
A) what will attract customers 
B) how to appeal to customers 
C) key data 
D) segmentation 
E) all of the above

Question 14

What steps would you follow in developing a positioning strategy for the private school in Question 3?

Accepted Answer

Developing a positioning strategy for th

Question 15

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

Accepted Answer

A) finding; targeting; eliminating 
B) choosing; creating; communicating 
C) praising; highlighting; saturating 
D) anticipating; reducing; minimising 
E) purchasing; financing; consuming 
A) finding; targeting; eliminating 
B) choosing; creating; communicating 
C) praising; highlighting; saturating 
D) anticipating; reducing; minimising 
E) purchasing; financing; consuming

Question 16

When determining the overall nature, level and trend of demand and the geographical location of the demand it is useful to undertake a(n):

Accepted Answer

A) competitive analysis 
B) company analysis 
C) customer analysis 
D) internal analysis 
E) positioning analysis 
A) competitive analysis 
B) company analysis 
C) customer analysis 
D) internal analysis 
E) positioning analysis

Question 17

A fully-focused firm offers:

Accepted Answer

A) a limited range of services to a specific market segment 
B) a wide range of services to a narrow segment 
C) a wide range of services to a broad market 
D) a narrow range of services to a fairly broad market 
E) none of the above 
A) a limited range of services to a specific market segment 
B) a wide range of services to a narrow segment 
C) a wide range of services to a broad market 
D) a narrow range of services to a fairly broad market 
E) none of the above

Question 18

An unfocused firm offers:

Accepted Answer

A) a limited range of services to a specific market segment 
B) a wide range of services to a narrow segment 
C) a wide range of services to a broad market 
D) a narrow range of services to a fairly broad market 
E) none of the above 
A) a limited range of services to a specific market segment 
B) a wide range of services to a narrow segment 
C) a wide range of services to a broad market 
D) a narrow range of services to a fairly broad market 
E) none of the above

Question 19

When there is a strategic imperative to pursue a niche or focus business strategy, a service firm may use ___________ as a further segmentation variable.

Accepted Answer

A) past yield 
B) past performance 
C) potential performance 
D) potential behaviour pattern 
E) potential yield 
A) past yield 
B) past performance 
C) potential performance 
D) potential behaviour pattern 
E) potential yield

Question 20

In building a successful positioning strategy there are a number of significant points.Which of the following is a point of difference?

Accepted Answer

A) Service attributes 
B) Parity 
C) Contention 
D) All of the above 
E) b and c only 
A) Service attributes 
B) Parity 
C) Contention 
D) All of the above 
E) b and c only

Target segments should be selected on the basis of all of the following EXCEPT:

Why might an organisation use a positioning map?

The attributes selected for use in a positioning map must be:

To establish a point of parity, a brand must demonstrate clear superiority on a particular attribute or benefit.

A marketer choosing the level at which to anchor a brand's points of difference would usually not choose brand attributes because they are relatively easy for competitors to copy and ____________.

The Singapore Girl demonstrates Singapore Airlines' commitment to its national heritage.

A major challenge for services marketers when developing a positioning map is identifying which attributes are important and meaningful to the market of interest.

Points of parity and points of difference refer to the same concept.

A positioning statement can be developed that enables a service organisation to define its ideal place in the market by answering the following questions except:

Which kind of analysis requires an organisation's management to identify its resources, limitations, constraints, values and goals?

In a competitive market, a catering company has asked you to provide a positioning parity.Develop a plan using either points of parity or points of difference.

Marketers need to anticipate competitive responses for which of the following reasons?

When marketers attempt to create competitive advantages for their service product offerings they need to take into account:

What steps would you follow in developing a positioning strategy for the private school in Question 3?

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

When determining the overall nature, level and trend of demand and the geographical location of the demand it is useful to undertake a(n):

A fully-focused firm offers:

An unfocused firm offers:

When there is a strategic imperative to pursue a niche or focus business strategy, a service firm may use ___________ as a further segmentation variable.

In building a successful positioning strategy there are a number of significant points.Which of the following is a point of difference?

Marketing in the service economy

Customer behaviour, culture and service encounters

Developing service products: core and supplementary service elements

Distributing services through physical and electronic channels

Understanding costs and developing pricing strategy

Balancing productive capacity and demand

Integrated services marketing communications

Managing people for service advantage

Crafting the service environment

Managing the customer service function

Customer satisfaction and service quality

Managing relationships and building loyalty

Handling customer complaints and managing service recovery

Filters

Exam 3: Positioning services in competitive markets

Target segments should be selected on the basis of all of the following EXCEPT:

Why might an organisation use a positioning map?

The attributes selected for use in a positioning map must be:

To establish a point of parity, a brand must demonstrate clear superiority on a particular attribute or benefit.

A marketer choosing the level at which to anchor a brand's points of difference would usually not choose brand attributes because they are relatively easy for competitors to copy and ____________.

The Singapore Girl demonstrates Singapore Airlines' commitment to its national heritage.

A major challenge for services marketers when developing a positioning map is identifying which attributes are important and meaningful to the market of interest.

Points of parity and points of difference refer to the same concept.

A positioning statement can be developed that enables a service organisation to define its ideal place in the market by answering the following questions except:

Which kind of analysis requires an organisation's management to identify its resources, limitations, constraints, values and goals?

In a competitive market, a catering company has asked you to provide a positioning parity.Develop a plan using either points of parity or points of difference.

Marketers need to anticipate competitive responses for which of the following reasons?

When marketers attempt to create competitive advantages for their service product offerings they need to take into account:

What steps would you follow in developing a positioning strategy for the private school in Question 3?

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

When determining the overall nature, level and trend of demand and the geographical location of the demand it is useful to undertake a(n):

A fully-focused firm offers:

An unfocused firm offers:

When there is a strategic imperative to pursue a niche or focus business strategy, a service firm may use ___________ as a further segmentation variable.

In building a successful positioning strategy there are a number of significant points.Which of the following is a point of difference?

Marketing in the service economy

Customer behaviour, culture and service encounters

Developing service products: core and supplementary service elements

Distributing services through physical and electronic channels

Understanding costs and developing pricing strategy

Balancing productive capacity and demand

Integrated services marketing communications

Managing people for service advantage

Crafting the service environment

Managing the customer service function

Customer satisfaction and service quality

Managing relationships and building loyalty

Handling customer complaints and managing service recovery

Filters

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