Question 1

Give an example of an industry that utilizes service tiering.

Accepted Answer

Hotels, airlines, car rentals,

Question 2

Market segments to be targeted using existing or new services can be identified using ____________.

Accepted Answer

A) Market analysis 
B) Competitor analysis 
C) Company analysis 
D) Customer Analysis 
A) Market analysis 
B) Competitor analysis 
C) Company analysis 
D) Customer Analysis

Question 3

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 4

Rentokil started off as a firm that manufactured rat poison and a pesticide for killing leeches.

Accepted Answer

A) True 
 B)False

Question 5

What are the characteristics of an unfocused service category?

Accepted Answer

Serving broad market

Question 6

Which of the following is NOT one of the four principles of writing a good positioning statement?

Accepted Answer

A) Competitive advantage. 
B) Point of difference. 
C) Target audience. 
D) Reason to believe. 
E) Frame of reference. 
A) Competitive advantage. 
B) Point of difference. 
C) Target audience. 
D) Reason to believe. 
E) Frame of reference.

Question 7

Give an example of a key service attribute used in transportation services.

Accepted Answer

The answer of Give an example of a key service...

Question 8

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 9

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

Accepted Answer

A) True 
 B)False

Question 10

The objective of internal 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 11

Distinguish between important and determinant attributes.

Accepted Answer

Important attributes represent

Question 12

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 13

Give an example of a psychographic segmentation variable.

Accepted Answer

Confident risk taker

Question 14

Attributes that distinguish competing services from one another are the most important ones.

Accepted Answer

A) True 
 B)False

Question 15

Dubai's Burj Al Arab is favorably positioned along which attributes?

Accepted Answer

A) Personal service 
B) Convenience 
C) Level of physical extravagance 
D) a & b 
E) a & c 
A) Personal service 
B) Convenience 
C) Level of physical extravagance 
D) a & b 
E) a & c

Question 16

Convenient departure times count as which attribute for business travelers?

Accepted Answer

A) Important 
B) Determinant 
C) Alternative 
D) Segmentation 
E) Quantitative 
A) Important 
B) Determinant 
C) Alternative 
D) Segmentation 
E) Quantitative

Question 17

Market analysis addresses all of the following factors EXCEPT ____________.

Accepted Answer

A) Overall size and growth of the market 
B) Customers in the market 
C) Margins and profit potential 
D) Demand levels and trends 
A) Overall size and growth of the market 
B) Customers in the market 
C) Margins and profit potential 
D) Demand levels and trends

Question 18

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

Question 19

Why is it possible to segment customers according to price levels?

Accepted Answer

Customers have different sensitivities t

Question 20

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

Accepted Answer

A) True 
 B)False

Give an example of an industry that utilizes service tiering.

Market segments to be targeted using existing or new services can be identified using ____________.

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

Rentokil started off as a firm that manufactured rat poison and a pesticide for killing leeches.

What are the characteristics of an unfocused service category?

Which of the following is NOT one of the four principles of writing a good positioning statement?

Give an example of a key service attribute used in transportation services.

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

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

The objective of internal 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.

Distinguish between important and determinant attributes.

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

Give an example of a psychographic segmentation variable.

Attributes that distinguish competing services from one another are the most important ones.

Dubai's Burj Al Arab is favorably positioned along which attributes?

Convenient departure times count as which attribute for business travelers?

Market analysis addresses all of the following factors EXCEPT ____________.

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

Why is it possible to segment customers according to price levels?

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

Introduction to Services Marketing

Customer Behavior in a Services Context

Developing Service Products Core and Supplementary Elements

Distributing Service through Physical and Electronic Channels

Setting Prices and Implementing Revenue Management

Promoting Services and Educating Customers

Designing and Managing Service Processes

Balancing Demand against 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

Building a World-Class Service Organization

Filters

Exam 3: Positioning Services in Competitive Markets

Give an example of an industry that utilizes service tiering.

Market segments to be targeted using existing or new services can be identified using ____________.

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

Rentokil started off as a firm that manufactured rat poison and a pesticide for killing leeches.

What are the characteristics of an unfocused service category?

Which of the following is NOT one of the four principles of writing a good positioning statement?

Give an example of a key service attribute used in transportation services.

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

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

The objective of internal 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.

Distinguish between important and determinant attributes.

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

Give an example of a psychographic segmentation variable.

Attributes that distinguish competing services from one another are the most important ones.

Dubai's Burj Al Arab is favorably positioned along which attributes?

Convenient departure times count as which attribute for business travelers?

Market analysis addresses all of the following factors EXCEPT ____________.

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

Why is it possible to segment customers according to price levels?

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

Introduction to Services Marketing

Customer Behavior in a Services Context

Developing Service Products Core and Supplementary Elements

Distributing Service through Physical and Electronic Channels

Setting Prices and Implementing Revenue Management

Promoting Services and Educating Customers

Designing and Managing Service Processes

Balancing Demand against 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

Building a World-Class Service Organization

Filters