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1、 62 Chapter 9:Differentiation and Positioning Strategies Multiple Choice 1._ is what a company does to the product._ is what it does to the customers mind.a.Differentiation;Positioning b.Positioning;Differentiation c.Differentiation;Commercialization d.Positioning;Commercialization(a;Medium;p.215)2.

2、_ is the process of adding a set of meaningful and valued differences to distinguish the companys offering from competitors offerings.a.Positioning b.Differentiation c.Marketing d.Customization(b;Medium;p.217)3.Market offerings can be differentiated along each of the following dimensions,except _.a.

3、product b.service c.price d.image(c;Hard;p.217)4._ occurs when a company differentiates itself by creating a unique customer experience.a.Experience branding b.Positioning c.Manipulation d.Customization(a;Hard;p.220)5.Experience branding has the ability to _.a.retain customers b.enhance profitabilit

4、y c.target key customer segments d.all of the above(d;Easy;p.220)63 6.The fact that the Internet has made pricing information widely available is likely to have what effect?a.raising prices for customers b.increase price differences between competitors c.increase the importance of product differenti

5、ation d.increasing the importance of price competition(c;Hard;p.222)7.Which of the following differentiation strategies is unique to marketing on the Web?a.site environment/atmospherics b.trust c.“tangibilizing”the intangible d.all of the above(d;Easy;pp.221-222)8.Web site visitors want a site that

6、is all of the following things except _.a.is complex and takes time to download b.portrays accurate information c.clearly shows products and services offered d.is easily navigated(a;Easy;p.221)9.Web sites may build trust through _.a.brand recognition b.clearly stating their privacy policy c.projecti

7、ng a secure environment d.all of the above(d;Medium;p.222)10.Online channel differentiation takes place on multiple levels.The highest level differentiation is _.a.providing product or service information on the Web b.conducting commercial transactions online c.providing specialized personal service

8、s d.all of the above(c;Hard;pp.219-220)11.A company or organization can make Internet offerings more tangible by using _.a.trial downloads b.3-D images c.customer reviews d.All of the above(d;Medium;p.222)64 12.For Web-based firms alliances and delivery timelines are _.a.of little importance to cons

9、umers b.important benefits c.of less importance than for brick-and-mortar firms d.unrelated to customer loyalty(b;Hard;p.222)13.Which of the following is the biggest problem with price differentiation?a.difficult to market b.lowers value proposition c.easily duplicated d.quality is more important to

10、 buyers on the Internet(c;Hard;p.222)14.Customer Relationship Management is gaining increasing popularity due to which of the following factors?a.decreasing barriers to entry b.increased use of the Internets capabilities c.increasing demand for broadband connections d.all of the above(a;Medium;p.222

11、)15.Which of the following is not one of the categories of differentiation in Feenys“E-Marketing Opportunities Model”?a.enhancing the production process b.enhancing the selling process c.enhancing the customer buying experience d.enhancing the customer usage experience(a;Hard;p.223)16.Firms have the

12、 power to position only _.a.brands b.the entire company c.individual products d.all of the above(d;Medium;p.223)17.Firms can base positioning on all of the following except _.a.attributes b.benefits c.user categories d.marketing(d;Medium;p.223)65 18.Attributes of products or services may include all

13、 of the following except _.a.size b.price in comparison to competitors c.speed d.color(b;Hard;p.224)19.Benefits and attributes are closely related._ are the customers perspective of what the feature will do for them.a.Benefits b.Attributes c.Each of the above d.Neither of the above(a;Medium;p.224)20

14、._ is the process of creating a new or modified brand,company,or product position.a.Positioning b.Differentiation c.Repositioning d.Customization(c;Hard;p.227)True/False 21.There are multiple levels of channel differentiation.a.True b.False(a;Easy;pp.219-220)22.Services can be effectively differenti

15、ated through distribution and customer service.a.True b.False(a;Medium;p.219)23.Changes in product packaging due to Internet marketing are likely to cause across the board savings for companies with no increases in packaging materials.a.True b.False(b;Hard;pp.217-218)66 24.Because pricing informatio

16、n is so widely available over the Internet it is likely that over time the importance of price competition will increase sharply.a.True b.False(b;Hard;p.222)25.Because of the low entry barriers on the Internet,companies with well-known brand names have little or no advantage over Internet startups.a

17、.True b.False(b;Hard;p.221)26.One of the strongest motivators for customers who make Web-based purchases is the ease of ordering.a.True b.False(a;Easy;p.222)27.Positioning strategies create a desired image for a company and its products in the minds of a chosen user segment.a.True b.False(a;Medium;p

18、.223)28.By not including positioning strategies in their e-marketing plans,firms have a greater ability to control brand image.a.True b.False(b;Easy;p.223)29.Technology positioning is a type of attribute positioning that shows that a firm is on the cutting edge.a.True b.False(a;Easy;p.224)30.Competi

19、tor positioning is defined as one firm working to reposition its competitors as inferior in the minds of consumers by distributing unflattering information about competitors products.a.True b.False(b;Hard;p.225)67 Essay 31.What is the difference between differentiation and positioning and how is eac

20、h accomplished or affected by the e-marketer?Differentiation is what the company does to create meaningful and beneficial differences to the companys offering to the consumer.Positioning is the process of creating a desired image for the company and its products in the consumers mind.Differentiation

21、 is what the company does to its offering and positioning is what it does to consumers perception The e-marketer tries to differentiate on the Internet by offering distinctive and superior customer service and build a relationship with the customer The e-marketer tries to impact the consumer percept

22、ion of the company or product(positioning)by using product or service attribute,high-tech image,user categories,competitive comparison or a combination of these.(Easy;pp.217-226)32.What are the keys to differentiating online businesses and how do they add value for the customer?Company can different

23、iate on product for online is the added assortments that can be offered Services-convenience of 24/7,distribution,service consumption for service companies Personnel-automate the process,lower transaction cost Channel-expand reach to Global perspective,24/7 offering,unlimited assortment,Image experi

24、ence branding,interactivity,respond more quickly to customers(Hard,pp.217-220)33.Define and describe four of the six differentiation strategies that are unique to marketing on the Internet?Site Environment/Atmospherics Ambiance and feel of the site,ease of use,clear representation of offering Make t

25、he Intangible Tangible make the images or description realistic and customer friendly Build Trust by-product of strong brand recognition,secure environment,secure payment system,guarantee and easy returns Efficient and Timely Order Processing-ease of ordering,follows through on its promises Pricing-

26、price competitive,focus on non-price issues CRM-create an individualized experience for the consumer,customer tracking,long term relationships(Hard;pp.221-223)68 34.Explain the reasons why Customer Relationship Management(CRM)is becoming a predominant method of on-line differentiation.Low barriers t

27、o entry on the Internet Difficult to differentiate on pricing Differentiate by personalize customer experience,humanize the Internet experience More difficult for competitors to copy(Medium;pp.222-223)35.Find an example of a Web site that is using integrator positioning to market their products.Your

28、 answer should include a definition of integrator positioning.Integrator Position is offering an extensive and broad assortment within a product category,within an industry or across many categories (Medium;pp.225-226)36.As Internet companies move away from price differentiation,they are using non-p

29、rice differentiation strategies.One non-price differentiation strategy is image differentiation.Define image differentiation as it applies to the Internet give examples of how it can be used by an e-Marketer.Create a unique customer experience that becomes a brand for the customers Experience Branding Respond quickly to customer Supplement e-mail responses with human customer services,for example (Easy;p.220)