服务营销第八版英文教辅 Test Bank 3

Chapter3:PositioningServicesinCompetitiveMarkets

QUESTIONBANKA.MultipleChoiceQuestionsGENERALCONTENTAcustomer-drivenservicesmarketingstrategyincludesallofthefollowing,EXCEPT.customeranalysisanalyzingmarketsegmentshandlingcustomercomplaintcompetitoranalysisMarketanalysisaddressesallofthefollowingfactors,EXCEPT.overalllevelofdemandtrendofdemandgovernmentregulationsgeographicallocationofdemandCompetitiveanalysisaddressesallofthefollowingfactors,EXCEPTexaminescompetitors,strengthsidentifiescompetitorsThesameindividualsmaysetdifferentprioritiesforattributesaccordingtoallofthefollowingEXCEPTwhichone?a.Thepurposeofusingtheservice.b.Whomakesthedecision?c.Thetimingofuse.d.Thecostoftheservice.ThesameindividualsmaysetdifferentprioritiesforattributesaccordingtoallofthefollowingEXCEPTwhichone?a.Thepurposeofusingtheservice.b.Whomakesthedecision?c.Thetimingofuse.d.Thecostoftheservice.examinescompetitors9currentpositioningexaminescompetitors9weaknessesiscomposedofagroupofbuyerswhosharecommoncharacteristics,needs,purchasingbehavior,orconsumptionpatterns.TargetclassClassFocalsegmentMarketsegmentAisonethatafirmhasselectedfromamongthoseinthebroadermarketandmaybedefinedonthebasisofseveralvariables.generalsegmentsegmentationfieldtargetsegmentmasscustomizationInitiaPssuccessliesinitsabilitytopositioneachofitsmanybusinessandcommercialservicesintermsofthecompany'scorebrandvalues,whichincludeprovidingsuperiorstandardsofcustomercareandusingthemosttechnicallyadvancedservicesandproducts.Thepositioningmapsfirsthelpedtoidentifywhotheircompetitorswereandwheretheywerepositionedinrelationtotheircompetitorsontheattributesofroomprice,levelofpersonalservice,levelofphysicalluxury,andlocation.Fromthis,theyunderstoodthathigherservicelevelsareexpensive.Theyalsousedthemapstoidentifypotentialcompetitiveresponsestohelpthemplantheirstrategytotacklethechallengesahead.referstoanexplicitformofpositioningstrategythatisbaseduponofferingseveralprice-basedclassesofserviceconcept,eachbasedonpackagingadistinctlevelofserviceperformanceacrossmanyattributes.ServicetieringBroad-basingPrice-settingMatchingWhichofthefollowingisthebestexampleofadeterminantcharacteristicforairlinetravel?Oxygenmasks.Planesize.Qualityoffoodanddrinks.Floatationdevices.WhichofthefollowingisNOToneofthefourbasicfocusstrategies?ServicefocusedUnfocusedFullyfocusedRefocusedWhichofthefollowingisNOToneofthefourprinciplesofwritingagoodpositioningstatement?Competitiveadvantage.Pointofdifference.Reasontobelieve.Frameofreference.APPLICATIONCONTENTBrightHorizonsstrategyincludedwhichofthefollowing?Marketingservicestoemployersinsteadofparents.Hiringinexpensivelabor.Commoditizedserviceofferings.Heavyregulatoryoversight.SegmentationvariablesatContikiHolidaysincludeallofthefollowing,EXCEPTGeographicallocationincomelifestylehouseholdsizeCapsulehotelsoriginatedfrom.NewYorkLondonJapanIndiaWhichofthefollowingismostlikelytobethedeterminantattributeforcustomersofprivateaircharterservices?Durationofusage.Price.Timeofusage.Exclusivity.GrantThornton,thefifthlargestfirmintheaccountingindustry,hassuccessfullypositioneditselfasofferingandhaving.highinvestmentyield;"apassionforthebusinessofaccounting^limitedfinancialobligation;"adesiretoexceedexpectations^easyaccesstopartners;“apassionforthebusinessofaccounting^^highassetturnover;"apassionfbrthebusinessofaccounting”Tnie/FalseQuestionsGENERALCONTENTTheobjectiveofinternalcorporateanalysisistoidentifytheorganization'sresources,anylimitationsorconstraints,itsgoals,andhowitvaluestheseshapethewayitdoesbusiness.Thebestwaytoanticipatepossiblecompetitiveresponsesistoidentifyallcurrentorpotentialcompetitorsandtoputoneselfintheirownmanagement'sshoesbyconductinganinternalcorporateanalysisforeachofthesecompetitors.Atargetsegmentshouldonlybeselectedonthebasisoftheirsalesandprofitpotential.Noserviceattributecanbeeasilyquantifiedbecauseoftheintangibilityofservices.Itisusuallyagoodideaforfirmstotrytoappealtoallpotentialbuyersinamarket,becausecustomervarietyleadstofullcapacity.Marketnichesthatseemtoonarrowtooffersufficientsalesinonecountryareindicativeofgloballynarrowmarketniches.Afully-focusedorganizationconcentratesonanarrowmarketsegment,buthasawiderangeofservices.Oneofthereasonswhyfirmswithanarrowproductlineelecttoservemultiplesegmentsistocreateaportfolioofcustomersthathedgeagainstlowdemandrisks.Aservice-focusedfirmoffersnarrowrangeofservicestoafairlybroadmarket.Positioningplaysapivotalroleinmarketingstrategybecauseitlinksmarketanalysisandcompetitiveanalysistoenvironmentalanalysis.APPLICATIONCONTENTBancoAztecaisservinganichemarketofcustomers.YotelandQbicarecapsulehotelchains.Rentokilstartedoffasafirmthatmanufacturedratpoisonandapesticideforkillingleeches.Visa'spositioningisabouthavingonecardthatfitsall.BrightHorizonsusedlow-coststrategiestoachievetheircompetitiveadvantage.C.ShortAnswerQuestionsGENERALCONTENTWhatarethethreeCstoanalyzewhendevelopingamarketpositioningstrategy?Whyisitpossibletosegmentcustomersaccordingtopricelevels?Distinguishbetweenimportantanddeterminantattributes.Whatarethetwodimensionsalongwhichacompany'sfocuscanbedescribed?Whatarethecharacteristicsofanunfocusedservicecategory?APPLICATIONCONTENTGiveanexampleofapsychographicsegmentationvariable.Giveanexampleofservicetieringintheairlineindustry.Giveanexampleofakeyserviceattributeusedintransportationservices.Giveanexampleofanindustrythatutilizesservicetiering.Whatwerethemainbenefitsofcapsulehotelswhentheyfirststartedup?D.EssayOuestionsGENERALCONTENTExplainthe3'C'sanalysisprocess.Explainwhatafully-focusedandamarket-focusedstrategyareanddiscusstheopportunitiesandrisksinherentinselectingeachstrategy.Discussthevariouselementsofapositioningstatement.Whataretheadvantagesofpositioningcharts?APPLICATIONCONTENTDiscusstheanalysisthattookplacetodevelopBrightHorizonsandthewaysinwhichtheyovercameunappealingindustrycharacteristics.HowdidRentokilInitialgrowfromamanufacturerofratpoisontotheworld'slargebusinesssupportservicescompany?HowdidpositioningmapshelpthemanagersofPalace?ANSWERKEYMULTIPLECHOICEQUESTIONSGENERALCONTENT:1-c,2-c,3-b,4-d,5-c,6-d,7-a,8-c,9-d,10-aAPPLICATIONCONTENT:11-a,12-d,13-c,14-b,15-cTRUE/FALSEGENERALCONCEPT:1-T,2-T,3-F,4-F,5-F,6-F,7-F,8-T,9-T,10-FAPPLICATIONCONTENT:11-T,12-T,13-E14-F,15-FSHORTANSWERQUESTIONSGENERALCONTENT:Customer,competitor,company.Customershavedifferentsensitivitiestoprice.Priceinsensitivecustomersarewillingtopayarelativelyhighpricetoobtainhighlevelsofservice.Pricesensitivecustomerslookforinexpensiveservicewithrelativelylowlevelsofperformance.Importantattributesrepresentwhatcustomer'svalueinaservice,whereas,determinantattributesarethosethatactuallydeterminebuyers'choicesbetweencompetingalternatives.Marketandservice.Servingbroadmarketsandprovidingawiderangeofservices.APPLICATIONCONTENT:Confidentrisktakersseekingconstantadventure.Classes(first,business,economy).Punctuality.Hotels,airlines,carrentals,hardwareandsoftwaresupport,healthcareinsurance,cabletelevision,andcreditcards.Convenienceandprice.D.ESSAYQUESTIONSGENERALCONTENT:CustomerAnalysis:•MarketAnalysis一Toestablishtheattractivenessoftheoverallmarketandpotentialsegmentswithin.Looksattheoverallsizeandgrowthofthemarket,themarginsandprofitpotential,andthedemandlevelsandtrendsaffectingthemarket.•CustomerNeedsAnalysis-Whoarethecustomersinthatmarketintermsofdemographicsandpsychographics?Whatneedsorproblemsdotheyhave?Aretherepotentiallydifferentgroupsofcustomerswithdifferingneedsandtherefore,requiredifferentserviceproductsordifferentlevelsofservice?Whatarethebenefitsoftheserviceeachofthesegroupsvaluesmost?CompetitorAnalysis-Identificationandanalysisofcompetitors.Analysisofcompetitors9strengthsandweaknesses.Understanding_opportunitiesfordifferentiation.CompanyAnalysis-Identifytheorganization'sstrengths.Understandingorganization'slimitationsorconstraints.2.Afully-focusedorganizationprovidesalimitedrangeofservicestoanarrowandspecificmarketsegment.Opportunitiesinthisstrategyincludedevelopingrecognizedexpertisethatretainsacompetitiveadvantageoverotherfirms.Theriskisthatthemarketmaybetoosmalltogeneratethevolumeofbusinessnecessary.Amarket-focusedorganizationconcentratesonanarrowsegmentwithawiderangeofservices.Thisstrategyofferstheopportunitytosellmultipleservicestoasinglecustomerthatenhancesthevalueofpromotionalefforts.Managersneedtoensurethatthefirmhastheabilitytoexcelatmanydifferenttasks,andunderstandwhatservicesgotogetheraspercustomerpurchasingpracticesandpreferences.3.Targetaudience—thespecificgroup(s)ofpeoplethatthebrandwantstoselltoandserve(e.g.,professionalsasprimarytargetcustomers,andemployersandadvertisersassecondarytargetaudiences).Frameofreference-thecategorythatthebrandiscompetingin(e.g.,inthesocialnetworkingspace).Pointofdifference-themostcompellingbenefitofferedbythebrandthatstandsoutfromitscompetition(eg,largestnetworkofprofessionalsandrecruiterstohelpadvanceyourcareer,developyourbusinessacumen,industryknowledgeandpersonaldevelopment).Reasontobelieve-proofthatthebrandcandeliverthebenefitsthatarepromised,(eg,ournetworkismanytimesbiggerthanthatofournearestcompetitor).Graphicrepresentationsofafirm'sprofileandproductpositionsaremucheasiertounderstandthantablesofquantitativedataorparagraphsofwriting.Chartsandmapscanhelptoachievea"visualawakening."Byallowingseniormanagerstocomparetheirbusinesswiththatofcompetitorsandunderstandthenatureofcompetitivethreatsandopportunities,visualpresentationscanhighlightgapsbetweenhowcustomers(orpotentialcustomers)seetheorganizationandhowmanagementviewsit.Thiscanthus,helpconfirmorgetridofbeliefsregardingaserviceorafirmoccupyingauniquepositioninthemarketplace.APPLICATIONCONTENT:BrightHorizons(BH)isachildcarecompanythatwasbornfromanindustrywithmanyunappealingcharacteristics.Thefirm'sanalysisshoweditisanindustrywithnobarrierstoentry,chronicallylowmargins,highlaborintensity,noproprietarytechnology,loweconomiesofscale,weakbranddistinction,andheavyregulatoryoversight.Insteadofestablishingnewindependentcenters,BHformedpartnershipswithcompaniestoprovidedaycareserv