服务营销第八版英文教辅 Test Bank 3.docx

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1、Chapter 3: Positioning Services in Competitive MarketsQUESTION BANKA. Multiple Choice QuestionsGENERAL CONTENT1. A customer-driven services marketing strategy includes all of the following, EXCEPT.a. customer analysisb. analyzing market segmentsc. handling customer complaintd. competitor analysis2.

2、Market analysis addresses all of the following factors, EXCEPT.a. overall level of demandb. trend of demandc. government regulationsd. geographical location of demand3. Competitive analysis addresses all of the following factors, EXCEPTa. examines competitors, strengthsb. identifies competitors The

3、same individuals may set different priorities for attributes according to all of the following EXCEPT which one?a. The purpose of using the service. b. Who makes the decision? c. The timing of use. d. The cost of the service. future positioningc. examines competitors9 current positioningd. examines

4、competitors9 weaknesses4. is composed of a group of buyers who share common characteristics, needs, purchasing behavior, or consumption patterns.a. Target classb. Classc. Focal segmentd. Market segment5. A is one that a firm has selected from among those in the broadermarket and may be defined on th

5、e basis of several variables.a. general segmentb. segmentation fieldc. target segmentd. mass customizationInitiaPs success lies in its ability to position each of its many business and commercial services in terms of the companys core brand values, which include providing superior standards of custo

6、mer care and using the most technically advanced services and products.7. The positioning maps first helped to identify who their competitors were and where they were positioned in relation to their competitors on the attributes of room price, level of personal service, level of physical luxury, and

7、 location. From this, they understood that higher service levels are expensive. They also used the maps to identify potential competitive responses to help them plan their strategy to tackle the challenges ahead.8. refers to an explicit form of positioning strategy that is based upon offering severa

8、l price-based classes of service concept, each based on packaging a distinct level of service performance across many attributes.a. Service tieringb. Broad-basingc. Price-settingd. Matching9. Which of the following is the best example of a determinant characteristic for airline travel?a. Oxygen mask

9、s.b. Plane size.c. Quality of food and drinks.d. Floatation devices.10. Which of the following is NOT one of the four basic focus strategies?a. Service focusedb. Unfocusedc. Fully focusedd. Refocused11. Which of the following is NOT one of the four principles of writing a good positioning statement?

10、a. Competitive advantage.b. Point of difference.c. Reason to believe.d. Frame of reference.APPLICATION CONTENT12. Bright Horizons strategy included which of the following?a. Marketing services to employers instead of parents.b. Hiring inexpensive labor.c. Commoditized service offerings.d. Heavy regu

11、latory oversight.13. Segmentation variables at Contiki Holidays include all of the following, EXCEPTa. Geographical locationb. incomec. lifestyled. household size14. Capsule hotels originated from.a. New Yorkb. Londonc. Japand. India15. Which of the following is most likely to be the determinant att

12、ribute for customers of private air charter services?a. Duration of usage.b. Price.c. Time of usage.d. Exclusivity.16. Grant Thornton, the fifth largest firm in the accounting industry, has successfully positioned itself as offering and having.a. high investment yield; a passion for the business of

13、accountingb. limited financial obligation; a desire to exceed expectationsc. easy access to partners; “a passion for the business of accountingd. high asset turnover; a passion fbr the business of accounting”8. Tnie/False QuestionsGENERAL CONTENT1. The objective of internal corporate analysis is to

14、identify the organizations resources, any limitations or constraints, its goals, and how it values these shape the way it does business.2. The best way to anticipate possible competitive responses is to identify all current or potential competitors and to put oneself in their own managements shoes b

15、y conducting an internal corporate analysis for each of these competitors.3. A target segment should only be selected on the basis of their sales and profit potential.4. No service attribute can be easily quantified because of the intangibility of services.5. It is usually a good idea for firms to t

16、ry to appeal to all potential buyers in a market, because customer variety leads to full capacity.6. Market niches that seem too narrow to offer sufficient sales in one country are indicative of globally narrow market niches.7. A fully-focused organization concentrates on a narrow market segment, bu

17、t has a wide range of services.8. One of the reasons why firms with a narrow product line elect to serve multiple segments is to create a portfolio of customers that hedge against low demand risks.9. A service-focused firm offers narrow range of services to a fairly broad market.10. Positioning play

18、s a pivotal role in marketing strategy because it links market analysis and competitive analysis to environmental analysis.APPLICATION CONTENT11. Banco Azteca is serving a niche market of customers.12. Yotel and Qbic are capsule hotel chains.13. Rentokil started off as a firm that manufactured rat p

19、oison and a pesticide for killing leeches.14. Visas positioning is about having one card that fits all.15. Bright Horizons used low-cost strategies to achieve their competitive advantage.C. Short Answer QuestionsGENERAL CONTENT1. What are the three Cs to analyze when developing a market positioning

20、strategy?2. Why is it possible to segment customers according to price levels?3. Distinguish between important and determinant attributes.4. What are the two dimensions along which a companys focus can be described?5. What are the characteristics of an unfocused service category?APPLICATION CONTENT6

21、. Give an example of a psychographic segmentation variable.7. Give an example of service tiering in the airline industry.8. Give an example of a key service attribute used in transportation services.9. Give an example of an industry that utilizes service tiering.10. What were the main benefits of ca

22、psule hotels when they first started up?D. Essay OuestionsGENERAL CONTENT1. Explain the 3 Cs analysis process.2. Explain what a fully-focused and a market-focused strategy are and discuss the opportunities and risks inherent in selecting each strategy.3. Discuss the various elements of a positioning

23、 statement.4. What are the advantages of positioning charts?APPLICATION CONTENT5. Discuss the analysis that took place to develop Bright Horizons and the ways in which they overcame unappealing industry characteristics.6. How did Rentokil Initial grow from a manufacturer of rat poison to the worlds

24、large business support services company?7. How did positioning maps help the managers of Palace?ANSWER KEYA. MULTIPLE CHOICE QUESTIONSGENERAL CONTENT:1-c, 2-c, 3-b, 4-d, 5-c, 6-d, 7-a, 8-c, 9-d, 10-aAPPLICATION CONTENT:11-a, 12-d, 13-c, 14-b, 15-cB. TRUE/FALSEGENERAL CONCEPT:1-T, 2-T, 3-F, 4-F, 5-F,

25、 6-F, 7-F, 8-T, 9-T, 10-FAPPLICATION CONTENT:11-T, 12-T, 13-E 14-F, 15-FC. SHORT ANSWER QUESTIONSGENERAL CONTENT:1. Customer, competitor, company.2. Customers have different sensitivities to price. Price insensitive customers are willing to pay a relatively high price to obtain high levels of servic

26、e. Price sensitive customers look for inexpensive service with relatively low levels of performance.3. Important attributes represent what customers value in a service, whereas, determinant attributes are those that actually determine buyers choices between competing alternatives.4. Market and servi

27、ce.5. Serving broad markets and providing a wide range of services.APPLICATION CONTENT:6. Confident risk takers seeking constant adventure.7. Classes (first, business, economy).8. Punctuality.9. Hotels, airlines, car rentals, hardware and software support, health care insurance, cable television, an

28、d credit cards.10. Convenience and price.D. ESSAY QUESTIONSGENERAL CONTENT:1.1. Customer Analysis: Market Analysis 一 To establish the attractiveness of the overall market and potential segments within. Looks at the overall size and growth of the market, the margins and profit potential, and the dema

29、nd levels and trends affecting the market. Customer Needs Analysis - Who are the customers in that market in terms of demographics and psychographics? What needs or problems do they have? Are there potentially different groups of customers with differing needs and therefore, require different servic

30、e products or different levels of service? What are the benefits of the service each of these groups values most?2. Competitor Analysis - Identification and analysis of competitors. Analysis of competitors9 strengths and weaknesses. Understanding_opportunities for differentiation.3. Company Analysis

31、 - Identify the organizations strengths. Understanding organizations limitations or constraints.2. A fully-focused organization provides a limited range of services to a narrow and specific market segment. Opportunities in this strategy include developing recognized expertise that retains a competit

32、ive advantage over other firms. The risk is that the market may be too small to generate the volume of business necessary.A market-focused organization concentrates on a narrow segment with a wide range of services. This strategy offers the opportunity to sell multiple services to a single customer

33、that enhances the value of promotional efforts. Managers need to ensure that the firm has the ability to excel at many different tasks, and understand what services go together as per customer purchasing practices and preferences.3. Target audience the specific group(s) of people that the brand want

34、s to sell to and serve (e.g., professionals as primary target customers, and employers and advertisers as secondary target audiences). Frame of reference - the category that the brand is competing in (e.g., in the social networking space). Point of difference - the most compelling benefit offered by

35、 the brand that stands out from its competition (eg, largest network of professionals and recruiters to help advance your career, develop your business acumen, industry knowledge and personal development). Reason to believe - proof that the brand can deliver the benefits that are promised, (eg, our

36、network is many times bigger than that of our nearest competitor).4. Graphic representations of a firms profile and product positions are much easier to understand than tables of quantitative data or paragraphs of writing. Charts and maps can help to achieve a visual awakening. By allowing senior ma

37、nagers to compare their business with that of competitors and understand the nature of competitive threats and opportunities, visual presentations can highlight gaps between how customers (or potential customers) see the organization and how management views it. This can thus, help confirm or get ri

38、d of beliefs regarding a service or a firm occupying a unique position in the marketplace.APPLICATION CONTENT:5. Bright Horizons (BH) is a childcare company that was born from an industry with many unappealing characteristics. The firms analysis showed it is an industry with no barriers to entry, ch

39、ronically low margins, high labor intensity, no proprietary technology, low economies of scale, weak brand distinction, and heavy regulatory oversight. Instead of establishing new independent centers, BH formed partnerships with companies to provide daycare services to employees with small children.

40、 The advantages over traditional methods included a powerful and low-cost marketing channel, a partner to supply the capital to build and outfit the centers, a partner with a vested interest in the success of the programs, and proximity benefits to parents.6. Through growth within the firm and buyin

41、g over other companies, Rentokil Initial has developed a wide range of products that includes testing and safety services, security, parcels delivery, interior plants landscaping (including sale or rental of tropical plants), specialized cleaning services, pest control, rental and cleaning of unifor

42、ms, clinical waste collection and disposal, personnel services, and a washroom solutions service. The firm sees its core competence as “the ability to carry out high quality services on other peoples premises through well-recruited, well-trained, and motivated staff. Promoting use of additional serv

43、ices to existing customers is an important part of the firms strategy. Initial Integrated Services offers clients full integration of services. Clients purchase sector-specific solutions that deliver multiple services but features just one invoice, one account manager, one helpdesk, one contract and one motivated service team. Rentokil