Question 1

Company analysis deals with size, location, demand and trends.

Accepted Answer

A) True 
 B)False

Question 2

A service-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 3

A positioning ____ is, of course, only as good as the ______ of the information used for constructing it.

Accepted Answer

A) strategy; quality 
B) map; versatility 
C) strategy; map 
D) plan; quality 
E) plan; market 
A) strategy; quality 
B) map; versatility 
C) strategy; map 
D) plan; quality 
E) plan; market

Question 4

Which of the following is NOT used as a basis for business to profile consumer market segmentation?

Accepted Answer

A) Psychographic 
B) Demographic 
C) Market size 
D) Behavioural 
E) Geographic 
A) Psychographic 
B) Demographic 
C) Market size 
D) Behavioural 
E) Geographic

Question 5

A dentist treats the needs of each patient on the basis of their specific dental condition.This is an example of:

Accepted Answer

A) segmentation 
B) mass marketing 
C) mass segmentation 
D) micro segmentation 
E) mass customisation 
A) segmentation 
B) mass marketing 
C) mass segmentation 
D) micro segmentation 
E) mass customisation

Question 6

__________ attributes are often some way down the list of service characteristics that are important to purchasers, but they are attributes by which customers see compelling differences between competing alternatives.

Accepted Answer

A) Determinant 
B) Importance 
C) Expected 
D) Core 
E) Supplementary 
A) Determinant 
B) Importance 
C) Expected 
D) Core 
E) Supplementary

Question 7

Which of the following is NOT a question that positioning helps answer?

Accepted Answer

A) Who are, or should be, our target markets? 
B) How does our offering compare with competitors' offerings? 
C) Against whom should we compete, and on what terms? 
D) What should our service product become, and how do we get there? 
E) Where does our product fall on the continuum from tangible to intangible? 
A) Who are, or should be, our target markets? 
B) How does our offering compare with competitors' offerings? 
C) Against whom should we compete, and on what terms? 
D) What should our service product become, and how do we get there? 
E) Where does our product fall on the continuum from tangible to intangible?

Question 8

______ is the process of establishing and maintaining a distinctive place in the market for an organisation and/or its individual product offerings.

Accepted Answer

A) Segmentation 
B) Targeting 
C) Competitive advantage 
D) Positioning 
E) Profiling 
A) Segmentation 
B) Targeting 
C) Competitive advantage 
D) Positioning 
E) Profiling

Question 9

Effective segmentation involves:

Accepted Answer

A) grouping buyers so there is as much dissimilarity within the segment as there is between segments 
B) grouping buyers so there is as much similarity within the segment as there is between segments 
C) grouping buyers so there is similarity between segments but dissimilarity within segments 
D) grouping buyers so there is dissimilarity between segments but similarity within segments 
E) none of the above 
A) grouping buyers so there is as much dissimilarity within the segment as there is between segments 
B) grouping buyers so there is as much similarity within the segment as there is between segments 
C) grouping buyers so there is similarity between segments but dissimilarity within segments 
D) grouping buyers so there is dissimilarity between segments but similarity within segments 
E) none of the above

Question 10

The Westin Stamford hotel in Singapore advertised that is was the world's tallest hotel.However, few tourists choose hotels on the basis of their height, so this effort to choose a point of difference was not __________.

Accepted Answer

A) relevant 
B) distinctive 
C) believable 
D) a point of parity 
E) sustainable 
A) relevant 
B) distinctive 
C) believable 
D) a point of parity 
E) sustainable

Question 11

___________ attributes are those which have to be met by all competing service providers in order to be in the prospective customer's evoked set.

Accepted Answer

A) Determinant 
B) Importance 
C) Expected 
D) Core 
E) Supplementary 
A) Determinant 
B) Importance 
C) Expected 
D) Core 
E) Supplementary

Question 12

'Importance attributes' are those which have to be met in order to become part of the customer's pre-purchase evaluation process.

Accepted Answer

A) True 
 B)False

Question 13

SIA's use of 'The Singapore Girl' to convey an image of exoticism and effortless and impeccable customer service and attention is an example of:

Accepted Answer

A) repositioning 
B) distinctive positioning 
C) product positioning 
D) price positioning 
E) company positioning 
A) repositioning 
B) distinctive positioning 
C) product positioning 
D) price positioning 
E) company positioning

Question 14

A useful criterion for evaluating sustainability is the degree to which the segment is economically viable and profitable.

Accepted Answer

A) True 
 B)False

Question 15

All of the following criteria can be used to evaluate different market segments except:

Accepted Answer

A) sales potential 
B) ability to match or exceed competing offerings 
C) strategic fit with the organisation's resources 
D) profit potential 
E) narrowness of product line 
A) sales potential 
B) ability to match or exceed competing offerings 
C) strategic fit with the organisation's resources 
D) profit potential 
E) narrowness of product line

Company analysis deals with size, location, demand and trends.

A service-focused firm offers:

A positioning is, of course, only as good as the __ of the information used for constructing it.

Which of the following is NOT used as a basis for business to profile consumer market segmentation?

A dentist treats the needs of each patient on the basis of their specific dental condition.This is an example of:

__________ attributes are often some way down the list of service characteristics that are important to purchasers, but they are attributes by which customers see compelling differences between competing alternatives.

Which of the following is NOT a question that positioning helps answer?

______ is the process of establishing and maintaining a distinctive place in the market for an organisation and/or its individual product offerings.

Effective segmentation involves:

The Westin Stamford hotel in Singapore advertised that is was the world's tallest hotel.However, few tourists choose hotels on the basis of their height, so this effort to choose a point of difference was not __________.

___________ attributes are those which have to be met by all competing service providers in order to be in the prospective customer's evoked set.

'Importance attributes' are those which have to be met in order to become part of the customer's pre-purchase evaluation process.

SIA's use of 'The Singapore Girl' to convey an image of exoticism and effortless and impeccable customer service and attention is an example of:

A useful criterion for evaluating sustainability is the degree to which the segment is economically viable and profitable.

All of the following criteria can be used to evaluate different market segments except:

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

Company analysis deals with size, location, demand and trends.

A service-focused firm offers:

A positioning ____ is, of course, only as good as the ______ of the information used for constructing it.

Which of the following is NOT used as a basis for business to profile consumer market segmentation?

A dentist treats the needs of each patient on the basis of their specific dental condition.This is an example of:

__________ attributes are often some way down the list of service characteristics that are important to purchasers, but they are attributes by which customers see compelling differences between competing alternatives.

Which of the following is NOT a question that positioning helps answer?

______ is the process of establishing and maintaining a distinctive place in the market for an organisation and/or its individual product offerings.

Effective segmentation involves:

The Westin Stamford hotel in Singapore advertised that is was the world's tallest hotel.However, few tourists choose hotels on the basis of their height, so this effort to choose a point of difference was not __________.

___________ attributes are those which have to be met by all competing service providers in order to be in the prospective customer's evoked set.

'Importance attributes' are those which have to be met in order to become part of the customer's pre-purchase evaluation process.

SIA's use of 'The Singapore Girl' to convey an image of exoticism and effortless and impeccable customer service and attention is an example of:

A useful criterion for evaluating sustainability is the degree to which the segment is economically viable and profitable.

All of the following criteria can be used to evaluate different market segments except:

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

A positioning is, of course, only as good as the __ of the information used for constructing it.