Positioning Services In Competitive Markets

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Question 1
Free
Multiple Choice

A customer-driven services marketing strategy includes all of the following except ____________ .

Choose correct answer/s
A

customer analysis

B

analyzing market segments

C

handling customer complaint

D

articulating desired position in the market

E

competitor analysis

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Question 2
Free
Multiple Choice

Market analysis addresses all of the following factors EXCEPT ____________ .

Choose correct answer/s
A

Overall size and growth of the market

B

Customers in the market

C

Margins and profit potential

D

Demand levels and trends

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Question 3
Free
Multiple Choice

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

Choose correct answer/s
A

Market analysis

B

Competitor analysis

C

Company analysis

D

Customer Analysis

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Question 4
Free
Multiple Choice

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

Choose correct answer/s
A

target class

B

class

C

focal segment

D

market segment

E

financial segment

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Question 5
Free
Multiple Choice

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

Choose correct answer/s
A

segmentation field

B

target segment

C

holistic segment

D

mass customization

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Question 6
Multiple Choice

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

Choose correct answer/s
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.
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Question 7
Multiple Choice

An example of a determinant attribute for an airline service is ____________ .

Choose correct answer/s
A
The quality of in-flight service
B
plane size
C
oxygen masks
D
floatation devices
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Question 8
Multiple Choice

All potential buyers cannot be targeted often because ____________ .

Choose correct answer/s
A
their needs are varied
B
their purchase behaviour is varied
C
their consumption is varied
D
they are geographically spread
E
All of the above
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Question 9
Multiple Choice

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

Choose correct answer/s
A
Service focused
B
Unfocused
C
Fully focused
D
Refocused
E
Market focused
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Question 10
Multiple Choice

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

Choose correct answer/s
A
Competitive advantage.
B
Point of difference.
C
Target audience.
D
Reason to believe.
E
Frame of reference.
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Question 11
True/False

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.

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True
False
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Question 12
True/False

The best way to anticipate possible competitive responses is to identify all current or potential competitors and to put oneself in their own management's shoes by conducting an internal corporate analysis for each of these competitors.

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True
False
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Question 13
True/False

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

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True
False
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Question 14
True/False

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

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True
False
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Question 15
True/False

Customers can often be segmented based on their willingness to pay a higher price to obtain higher levels of service.

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True
False
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Question 16
True/False

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

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True
False
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Question 17
True/False

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

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True
False
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Question 18
True/False

One of the reasons why firms with a narrow product line elect to serve multiple segments is to create a portfolio of customers that hedge against low demand risks.

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True
False
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Question 19
True/False

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

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True
False
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Question 20
True/False

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

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False
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