Question 1

What are the characteristics of an unfocused service category?

Accepted Answer

Serving broad markets and providing a wide range of services.

Question 2

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 D

Question 3

United Church Homes & Services offers housing to retirees. This is an example of a market focused strategy.

Accepted Answer

A) True 
 B)False  False

Question 4

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 5

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

Question 6

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.

Question 7

How did Rentokil Initial grow from a manufacturer of rat poison, to the world's large business support services company?

Accepted Answer

Through growth within the firm and buyin

Question 8

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

Accepted Answer

A) True 
 B)False

Question 9

Competitive analysis addresses all of the following factors EXCEPT ____________.

Accepted Answer

A)  examines competitors' strengths 
B)  identifies competitors' future positioning 
C)  examines competitors' current positioning 
D)  examines competitors' weaknesses 
E)  suggests opportunities for differentiation 
A)  examines competitors' strengths 
B)  identifies competitors' future positioning 
C)  examines competitors' current positioning 
D)  examines competitors' weaknesses 
E)  suggests opportunities for differentiation

Question 10

Bright Horizons used low-cost strategies to achieve their competitive advantage.

Accepted Answer

A) True 
 B)False

Question 11

Brand positioning can do all of the following except ____________.

Accepted Answer

A)  generate interest in a service 
B)  create awareness for a service 
C)  meet customers' needs for a service 
D)  differentiate a service 
E)  increase adoption of a service 
A)  generate interest in a service 
B)  create awareness for a service 
C)  meet customers' needs for a service 
D)  differentiate a service 
E)  increase adoption of a service

Question 12

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

Accepted Answer

A) True 
 B)False

Question 13

Market niches that seem too narrow to offer sufficient sales in one country are indicative of globally narrow market niches.

Accepted Answer

A) True 
 B)False

Question 14

Give an example of an industry that utilizes service tiering.

Accepted Answer

Hotels, airlines, car rentals,

Question 15

Yotel and Qbic are capsule hotel chains.

Accepted Answer

A) True 
 B)False

Question 16

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.

Question 17

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

Accepted Answer

Customers have different sensitivities t

Question 18

What were the main benefits of capsule hotels when they first started up?

Accepted Answer

Convenienc

Question 19

Give an example of a service firm that used the blue ocean strategy to make competition irrelevant.

Accepted Answer

Cirque du Soleil cha

Question 20

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

What are the characteristics of an unfocused service category?

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

United Church Homes & Services offers housing to retirees. This is an example of a market focused strategy.

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

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

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

How did Rentokil Initial grow from a manufacturer of rat poison, to the world's large business support services company?

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

Competitive analysis addresses all of the following factors EXCEPT ____________.

Bright Horizons used low-cost strategies to achieve their competitive advantage.

Brand positioning can do all of the following except ____________.

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

Market niches that seem too narrow to offer sufficient sales in one country are indicative of globally narrow market niches.

Give an example of an industry that utilizes service tiering.

Yotel and Qbic are capsule hotel chains.

Bright Horizons strategy included which of the following?

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

What were the main benefits of capsule hotels when they first started up?

Give an example of a service firm that used the blue ocean strategy to make competition irrelevant.

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

Introduction to Services Marketing

Consumer Behavior in a Services Context

Developing the Service Concept: Core and Supplementary Elements

Distributing Service Through Physical and Electronic Channels

Setting Prices and Implementing Revenue Management

Promoting Services and Educating Customers

Developing 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

Organizing for Change Management and Service Leadership

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Exam 3: Positioning Services in Competitive Markets

What are the characteristics of an unfocused service category?

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

United Church Homes & Services offers housing to retirees. This is an example of a market focused strategy.

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

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

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

How did Rentokil Initial grow from a manufacturer of rat poison, to the world's large business support services company?

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

Competitive analysis addresses all of the following factors EXCEPT ____________.

Bright Horizons used low-cost strategies to achieve their competitive advantage.

Brand positioning can do all of the following except ____________.

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

Market niches that seem too narrow to offer sufficient sales in one country are indicative of globally narrow market niches.

Give an example of an industry that utilizes service tiering.

Yotel and Qbic are capsule hotel chains.

Bright Horizons strategy included which of the following?

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

What were the main benefits of capsule hotels when they first started up?

Give an example of a service firm that used the blue ocean strategy to make competition irrelevant.

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

Introduction to Services Marketing

Consumer Behavior in a Services Context

Developing the Service Concept: Core and Supplementary Elements

Distributing Service Through Physical and Electronic Channels

Setting Prices and Implementing Revenue Management

Promoting Services and Educating Customers

Developing 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

Organizing for Change Management and Service Leadership

Filters