Lovelock07 Tif
Chapter 7
Positioning Services in Competitive Markets
GENERAL CONTENT
Multiple Choice Questions
1. In marketing terms, ____________ means providing a relatively narrow product mix for a particular market segment.
a. cantor
b. synopsis
c. focus
d. phyla
e. class
(c; Easy; p. 186)
2. Which of the following is NOT one of the four basic focus strategies?
a. Service focused
b. Unfocused
c. Fully focused
d. Refocused
e. Market focused
(d; Easy; p. 186)
3. A ____________ is composed of a group of buyers who share common characteristics, needs, purchasing behavior, or consumption patterns.
a. target class
b. class
c. focal segment
d. market segment
e. target segment
(d; Moderate; p. 187)
4. A(n) ____________ is one that a firm has selected from among those in the broader market and may be defined on the basis of several variables.
a. general segment
b. segmentation field
c. target segment
d. holistic segment
e. mass customization
(c; Easy; p. 187)
5. The same individuals may set different priorities for attributes according to all EXCEPT which of the following?
a. The purpose of using the service.
b. Who makes the decision.
c. The timing of use.
d. Whether the individual is using the service alone or with a group.
e. The cost of the service.
(e; Moderate; p. 188)
6. Which of the following is the best example of a determinant characteristic for airline travel?
a. Oxygen masks
b. Plane size
c. Quality of food and drinks
d. Having cocktail service
e. Floatation devices
(c; Easy; p. 189)
7. ____________, refers to an explicit form of positioning strategy that is based upon offering several price-based classes of service concept, each based on packaging a distinct level of service performance across many attributes.
a. Service tiering
b. Service conscription
c. Broad-basing
d. Price-setting
e. Matching
(a; Moderate; p. 190)
8. Which of the following is NOT one of the four principles of positioning according to Jack Trout?
a. A company must maintain a
Positioning Services in Competitive Markets
GENERAL CONTENT
Multiple Choice Questions
1. In marketing terms, ____________ means providing a relatively narrow product mix for a particular market segment.
a. cantor
b. synopsis
c. focus
d. phyla
e. class
(c; Easy; p. 186)
2. Which of the following is NOT one of the four basic focus strategies?
a. Service focused
b. Unfocused
c. Fully focused
d. Refocused
e. Market focused
(d; Easy; p. 186)
3. A ____________ is composed of a group of buyers who share common characteristics, needs, purchasing behavior, or consumption patterns.
a. target class
b. class
c. focal segment
d. market segment
e. target segment
(d; Moderate; p. 187)
4. A(n) ____________ is one that a firm has selected from among those in the broader market and may be defined on the basis of several variables.
a. general segment
b. segmentation field
c. target segment
d. holistic segment
e. mass customization
(c; Easy; p. 187)
5. The same individuals may set different priorities for attributes according to all EXCEPT which of the following?
a. The purpose of using the service.
b. Who makes the decision.
c. The timing of use.
d. Whether the individual is using the service alone or with a group.
e. The cost of the service.
(e; Moderate; p. 188)
6. Which of the following is the best example of a determinant characteristic for airline travel?
a. Oxygen masks
b. Plane size
c. Quality of food and drinks
d. Having cocktail service
e. Floatation devices
(c; Easy; p. 189)
7. ____________, refers to an explicit form of positioning strategy that is based upon offering several price-based classes of service concept, each based on packaging a distinct level of service performance across many attributes.
a. Service tiering
b. Service conscription
c. Broad-basing
d. Price-setting
e. Matching
(a; Moderate; p. 190)
8. Which of the following is NOT one of the four principles of positioning according to Jack Trout?
a. A company must maintain a