14025074
Descripción
Test por Lorisse Bazley, actualizado hace más de 1 año
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Creado por Lorisse Bazley
hace más de 6 años
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Pregunta 1
Pregunta
A dentist treats the needs of each patient on the basis of their specific dental condition. This is an example of:
Respuesta
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mass customisation
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micro segmentation
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mass marketing
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mass segmentation
Pregunta 2
Pregunta
A positioning ____ is, of course, only as good as the ______ of the information used for constructing it.
Respuesta
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plan; quality
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strategy; map
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map; versatility
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strategy; quality
Pregunta 3
Pregunta
In marketing terms, a ____________ strategy means providing a limited range of services for a narrow market segment.
Respuesta
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service focused
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fully focused
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market focused
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positioning
Pregunta 4
Pregunta
For a business-to-business marketer defining segments, all of the following variables are likely to be appropriate except:
Respuesta
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customers’ ages
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profitability or potential yield
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anticipated purchasing volume
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the potential for alliances
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industry types
Pregunta 5
Pregunta
All of the following criteria can be used to evaluate different market segments except:
Respuesta
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narrowness of product line
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strategic fit with the organisation’s resources
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sales potential
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profit potential
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ability to match or exceed competing offerings
Pregunta 6
Pregunta
__________ 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.
Respuesta
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Importance
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Determinant
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Supplementary
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Expected
Pregunta 7
Pregunta
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?
Respuesta
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Mandarin Oriental Hotel Group
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Myers
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Woolworths
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David Jones
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Alex Gow Funerals
Pregunta 8
Pregunta
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:
Respuesta
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who are our target markets?
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what is our service product or concept?
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where in the market should we compete?
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how are we positioned in the market?
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what do we want our service product to become?
Pregunta 9
Pregunta
Which of the following is NOT an undesirable outcome through poor positioning of a service?
Respuesta
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The organisation’s service position is confused and nobody understands what its distinctive competence really is.
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The organisation or one of its services is pushed into a position where it faces head-on competition from stronger competitors.
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The organisation attracts customers from outside its target segment.
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The service has no position at all in the marketplace because no-one has ever heard of it.
Pregunta 10
Pregunta
Which of the following statements may NOT be true?
Respuesta
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New market entrants may mean that a formerly distinctive position is lost.
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As conditions change, research must be repeated and positioning maps redrawn to reflect the dynamic nature of the marketplace.
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Same maps need to be used by a firm for all its segments.
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Sometimes, different maps have to be drawn for different market segments.
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Repositioning of existing competitors may mean that a formerly distinctive position has been lost.
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