Chapter 3. Positioning Services in Competitive Markets

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

Positioning strategy is concerned with _____ , ______ , and______distinctive differences.

• a. finding, targeting, eliminating

• b. creating, communicating, maintaining

• c. praising, highlighting, saturating

• d. anticipating, reducing, minimizing

• e. purchasing, financing, consuming

In marketing terms, which analysis need to determine the service positioning strategy

• a. target

• b. segmentation

• c. positioning

• d. all of above

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

______ 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

______ 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

Which of the following is the best example of a determinant characteristic for airline travel?

• a. Oxygen masks

• b. Plane size

• c. Availability of frequent flier miles

• d. Having cocktail service

• e. Floatation devices

A fully-focused organization concentrates on a narrow market segment, but has a wide range of services.

• True

• False

The objective of corporate analysis is to identify the organization's resources, any limitations or constraints, its goals, and how it values shape the way it does business.

• True

• False

A target segment should only be selected on the basis of their sales and profit potential.

• True

• False