A dentist treats the needs of each patient on the basis of their specific dental condition. This is an example of:
mass customisation
micro segmentation
mass marketing
mass segmentation
A positioning ____ is, of course, only as good as the ______ of the information used for constructing it.
plan; quality
strategy; map
map; versatility
strategy; quality
In marketing terms, a ____________ strategy means providing a limited range of services for a narrow market segment.
service focused
fully focused
market focused
positioning
For a business-to-business marketer defining segments, all of the following variables are likely to be appropriate except:
customers’ ages
profitability or potential yield
anticipated purchasing volume
the potential for alliances
industry types
All of the following criteria can be used to evaluate different market segments except:
narrowness of product line
strategic fit with the organisation’s resources
sales potential
profit potential
ability to match or exceed competing offerings
__________ 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.
Importance
Determinant
Supplementary
Expected
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?
Mandarin Oriental Hotel Group
Myers
Woolworths
David Jones
Alex Gow Funerals
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:
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?
Which of the following is NOT an undesirable outcome through poor positioning of a service?
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.
Which of the following statements may NOT be true?
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.
