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Services marketing Chapter 3

Lorisse Bazley 10 preguntas

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Preguntas del test (10)

  1. 1A dentist treats the needs of each patient on the basis of their specific dental condition. This is an example of:
    1. Amass customisation
    2. Bmicro segmentation
    3. Cmass marketing
    4. Dmass segmentation
  2. 2A positioning ____ is, of course, only as good as the ______ of the information used for constructing it.
    1. Aplan; quality
    2. Bstrategy; map
    3. Cmap; versatility
    4. Dstrategy; quality
  3. 3In marketing terms, a ____________ strategy means providing a limited range of services for a narrow market segment.
    1. Aservice focused
    2. Bfully focused
    3. Cmarket focused
    4. Dpositioning
  4. 4For a business-to-business marketer defining segments, all of the following variables are likely to be appropriate except:
    1. Acustomers’ ages
    2. Bprofitability or potential yield
    3. Canticipated purchasing volume
    4. Dthe potential for alliances
    5. Eindustry types
  5. 5All of the following criteria can be used to evaluate different market segments except:
    1. Anarrowness of product line
    2. Bstrategic fit with the organisation’s resources
    3. Csales potential
    4. Dprofit potential
    5. Eability to match or exceed competing offerings
  6. 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.
    1. AImportance
    2. BDeterminant
    3. CSupplementary
    4. DExpected
  7. 7In developing a successful positioning strategy, developing a ‘distinctive’ product can allow competition with established brands. Which of the following organisations most exemplifies this concept?
    1. AMandarin Oriental Hotel Group
    2. BMyers
    3. CWoolworths
    4. DDavid Jones
    5. EAlex Gow Funerals
  8. 8A positioning statement can be developed that enables a service organisation to define its ideal place in the market by answering the following questions except:
    1. Awho are our target markets?
    2. Bwhat is our service product or concept?
    3. Cwhere in the market should we compete?
    4. Dhow are we positioned in the market?
    5. Ewhat do we want our service product to become?
  9. 9Which of the following is NOT an undesirable outcome through poor positioning of a service?
    1. AThe organisation’s service position is confused and nobody understands what its distinctive competence really is.
    2. BThe organisation or one of its services is pushed into a position where it faces head-on competition from stronger competitors.
    3. CThe organisation attracts customers from outside its target segment.
    4. DThe service has no position at all in the marketplace because no-one has ever heard of it.
  10. 10Which of the following statements may NOT be true?
    1. ANew market entrants may mean that a formerly distinctive position is lost.
    2. BAs conditions change, research must be repeated and positioning maps redrawn to reflect the dynamic nature of the marketplace.
    3. CSame maps need to be used by a firm for all its segments.
    4. DSometimes, different maps have to be drawn for different market segments.
    5. ERepositioning of existing competitors may mean that a formerly distinctive position has been lost.

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Descripción
Positioning services in competitive markets
Idioma
English
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