Lorisse Bazley
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Positioning services in competitive markets

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Lorisse Bazley
Created by Lorisse Bazley over 6 years ago
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Services marketing Chapter 3

Question 1 of 10

1

A dentist treats the needs of each patient on the basis of their specific dental condition. This is an example of:

Select one of the following:

  • mass customisation

  • micro segmentation

  • mass marketing

  • mass segmentation

Explanation

Question 2 of 10

1

A positioning ____ is, of course, only as good as the ______ of the information used for constructing it.

Select one of the following:

  • plan; quality

  • strategy; map

  • map; versatility

  • strategy; quality

Explanation

Question 3 of 10

1

In marketing terms, a ____________ strategy means providing a limited range of services for a narrow market segment.

Select one of the following:

  • service focused

  • fully focused

  • market focused

  • positioning

Explanation

Question 4 of 10

1

For a business-to-business marketer defining segments, all of the following variables are likely to be appropriate except:

Select one of the following:

  • customers’ ages

  • profitability or potential yield

  • anticipated purchasing volume

  • the potential for alliances

  • industry types

Explanation

Question 5 of 10

1

All of the following criteria can be used to evaluate different market segments except:

Select one of the following:

  • narrowness of product line

  • strategic fit with the organisation’s resources

  • sales potential

  • profit potential

  • ability to match or exceed competing offerings

Explanation

Question 6 of 10

1

__________ 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.

Select one of the following:

  • Importance

  • Determinant

  • Supplementary

  • Expected

Explanation

Question 7 of 10

1

In developing a successful positioning strategy, developing a ‘distinctive’ product can allow competition with established brands. Which of the following organisations most exemplifies this concept?

Select one of the following:

  • Mandarin Oriental Hotel Group

  • Myers

  • Woolworths

  • David Jones

  • Alex Gow Funerals

Explanation

Question 8 of 10

1

A positioning statement can be developed that enables a service organisation to define its ideal place in the market by answering the following questions except:

Select one of the following:

  • who are our target markets?

  • what is our service product or concept?

  • where in the market should we compete?

  • how are we positioned in the market?

  • what do we want our service product to become?

Explanation

Question 9 of 10

1

Which of the following is NOT an undesirable outcome through poor positioning of a service?

Select one of the following:

  • The organisation’s service position is confused and nobody understands what its distinctive competence really is.

  • The organisation or one of its services is pushed into a position where it faces head-on competition from stronger competitors.

  • The organisation attracts customers from outside its target segment.

  • The service has no position at all in the marketplace because no-one has ever heard of it.

Explanation

Question 10 of 10

1

Which of the following statements may NOT be true?

Select one of the following:

  • New market entrants may mean that a formerly distinctive position is lost.

  • As conditions change, research must be repeated and positioning maps redrawn to reflect the dynamic nature of the marketplace.

  • Same maps need to be used by a firm for all its segments.

  • Sometimes, different maps have to be drawn for different market segments.

  • Repositioning of existing competitors may mean that a formerly distinctive position has been lost.

Explanation

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