Question 1

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 2

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 3

A ____________ is composed of a group of buyers who share common characteristics, needs, purchasing behavior, or consumption patterns.

Accepted Answer

A) target class 
B) class 
C) focal segment 
D) market segment 
E) target segment 
A) target class 
B) class 
C) focal segment 
D) market segment 
E) target segment

Question 4

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

Accepted Answer

The positioning strategy of this capsule

Question 5

A fully-focused organization concentrates on a narrow market segment, but has a wide range of services.

Accepted Answer

A) True 
 B)False

Question 6

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 7

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

Accepted Answer

A) True 
 B)False

Question 8

In marketing terms, ____________ means providing a relatively narrow product mix for a particular market segment.

Accepted Answer

A) cantor 
B) synopsis 
C) focus 
D) phyla 
E) class 
A) cantor 
B) synopsis 
C) focus 
D) phyla 
E) class

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

Bright Horizons chose a positioning strategy that emphasized low cost childcare.

Accepted Answer

A) True 
 B)False

Question 11

What is a position statement?

Accepted Answer

A position statement is the outcome of i

Question 12

Give an example of a service focused company and explain the strategy.

Accepted Answer

Starbucks serves a l

Question 13

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 14

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 15

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 16

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 17

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 compa

Question 18

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 19

Rentokil Initial has developed an extensive product range that includes all of the following EXCEPT _________.

Accepted Answer

A) package delivery 
B) interior plants landscaping 
C) uniform rental and cleaning 
D) washroom attendant service 
E) mobile paper shredding service 
A) package delivery 
B) interior plants landscaping 
C) uniform rental and cleaning 
D) washroom attendant service 
E) mobile paper shredding service

Question 20

Position statements change in response to changing market structures, technology, competitive activity, and evolution of the firm itself.

Accepted Answer

A) True 
 B)False

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

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

A ____________ is composed of a group of buyers who share common characteristics, needs, purchasing behavior, or consumption patterns.

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

A fully-focused organization concentrates on a narrow market segment, but has a wide range of services.

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.

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

In marketing terms, ____________ means providing a relatively narrow product mix for a particular market segment.

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

Bright Horizons chose a positioning strategy that emphasized low cost childcare.

What is a position statement?

Give an example of a service focused company and explain the strategy.

Bright Horizons strategy included which of the following?

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

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

Grant Thornton is an example of a "tier two" accounting firm that positions itself on offering better service and/or lower prices.

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

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

Rentokil Initial has developed an extensive product range that includes all of the following EXCEPT _________.

Position statements change in response to changing market structures, technology, competitive activity, and evolution of the firm itself.

New Perspectives on Marketing in the Service Economy

Consumer Behavior in a Services Context

Developing Service Products: Core and Supplementary Elements C

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

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

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

A ____________ is composed of a group of buyers who share common characteristics, needs, purchasing behavior, or consumption patterns.

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

A fully-focused organization concentrates on a narrow market segment, but has a wide range of services.

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.

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

In marketing terms, ____________ means providing a relatively narrow product mix for a particular market segment.

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

Bright Horizons chose a positioning strategy that emphasized low cost childcare.

What is a position statement?

Give an example of a service focused company and explain the strategy.

Bright Horizons strategy included which of the following?

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

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

Grant Thornton is an example of a "tier two" accounting firm that positions itself on offering better service and/or lower prices.

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

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

Rentokil Initial has developed an extensive product range that includes all of the following EXCEPT _________.

Position statements change in response to changing market structures, technology, competitive activity, and evolution of the firm itself.

New Perspectives on Marketing in the Service Economy

Consumer Behavior in a Services Context

Developing Service Products: Core and Supplementary Elements C

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