Exam 13: Developing Marketing Strategies for Services

COMPLETION QUESTIONS Marketing Strategy Environmental Scanning Proactive Defensive Services Marketing Approach Service Operations Approach Market Segmentation Positioning,Share-of-Mind Upside Down Organization Sur/Petition -The _________________ recognizes that customer-contact workers are the most important element in building customer satisfaction with the service provider.

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Question 1

Correct Answer:

Verified

Upside Down Organization

The difference between a threat and opportunity to a service organization is a matter of perspective.

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(True/False)

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Question 2

Correct Answer:

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True

What is the difference between a mass market approach to positioning a service offering and a market segmentation approach to positioning a service offering?

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Question 3

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The difference between a mass market approach and a market segmentation approach to positioning a service offering lies in the targeting strategy.

In a mass market approach, the service offering is positioned to appeal to a broad and undifferentiated audience. The focus is on reaching as many potential customers as possible without specifically targeting any particular segment. This approach often involves creating a universal message that can resonate with a wide range of consumers.

On the other hand, a market segmentation approach involves dividing the market into distinct and homogeneous segments based on factors such as demographics, psychographics, behavior, or needs. Each segment is then targeted with a unique positioning strategy that is tailored to their specific characteristics and preferences. This approach allows for a more personalized and targeted marketing message that can better resonate with each segment.

Overall, the key difference is that a mass market approach takes a broad, one-size-fits-all approach to positioning a service offering, while a market segmentation approach takes a more targeted and personalized approach by tailoring the positioning strategy to specific market segments.

A marketing strategy that represents a hasty response to environmental changes is called a

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Question 4

Which of the following conditions does NOT pose a basic strategy challenge for service industries?

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Question 5

Alert service organizations seek to avoid defensive strategies by carefully monitoring their environments and quickly responding to changes as they are scanned.

(True/False)

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Question 6

COMPLETION QUESTIONS Marketing Strategy Environmental Scanning Proactive Defensive Services Marketing Approach Service Operations Approach Market Segmentation Positioning,Share-of-Mind Upside Down Organization Sur/Petition -A ____________ is the process of adjusting controllable marketing factors to cope with or exploit uncontrollable environmental forces.

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Question 7

Choose a service industry and describe how the seven basic strategy challenges (leadership,employees,customers,performance,demand,setting,and service quality)are impacting the industry.

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Question 8

During a recent strategic planning meeting,someone suggested using a wait-and-see approach.Specifically,the individual argued that a reactive strategy would enable the service organization to make more efficient use of its resources.How would you respond to this person's suggestion about using reactive strategies?

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Question 9

Which of the following recommendations is (are)the most appropriate for a service organization seeking to be successful in its environmental scanning efforts?

(Multiple Choice)

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Question 10

During a meeting of marketing managers,two different positioning approaches were discussed.During this discussion,a debate arose over whether the two positioning approaches were mass marketing efforts or market segment efforts.The president of the service organization asked you to help resolve the debate by explaining the difference between a mass marketing approach and a market segmentation approach to positioning a service offering.What would you say?

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Question 11

The services operations approach provides the basis for

(Multiple Choice)

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Question 12

Service organizations use a market expansion strategy to take advantage of unserved opportunities.

(True/False)

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Question 13

The legal environment of service businesses is similar across service industries and countries.

(True/False)

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Question 14

Planning a service strategy to create customer perceptions of the service offering to the targeted customer is referred to as

(Multiple Choice)

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Question 15

The services marketing approach that an organization chooses should reflect the market segment and the customer perception that the organization seeks for its service offering.

(True/False)

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Question 16

COMPLETION QUESTIONS Marketing Strategy Environmental Scanning Proactive Defensive Services Marketing Approach Service Operations Approach Market Segmentation Positioning,Share-of-Mind Upside Down Organization Sur/Petition -______________ is the division of a heterogeneous market into homogeneous segments.

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Question 17

Which of the following statements about a service organization's central problem is FALSE?

(Multiple Choice)

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Question 18

Identify and describe the four criteria that should be met when naming a service.

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Question 19

Hyperactive strategies occur whenever service organizations rush prematurely into new markets or new products without proper planning.

(True/False)

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Question 20

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The difference between a threat and opportunity to a service organization is a matter of perspective.

What is the difference between a mass market approach to positioning a service offering and a market segmentation approach to positioning a service offering?

A marketing strategy that represents a hasty response to environmental changes is called a

Which of the following conditions does NOT pose a basic strategy challenge for service industries?

Alert service organizations seek to avoid defensive strategies by carefully monitoring their environments and quickly responding to changes as they are scanned.

Choose a service industry and describe how the seven basic strategy challenges (leadership,employees,customers,performance,demand,setting,and service quality)are impacting the industry.

Which of the following recommendations is (are)the most appropriate for a service organization seeking to be successful in its environmental scanning efforts?

The services operations approach provides the basis for

Service organizations use a market expansion strategy to take advantage of unserved opportunities.

The legal environment of service businesses is similar across service industries and countries.

Planning a service strategy to create customer perceptions of the service offering to the targeted customer is referred to as

The services marketing approach that an organization chooses should reflect the market segment and the customer perception that the organization seeks for its service offering.

Which of the following statements about a service organization's central problem is FALSE?

Identify and describe the four criteria that should be met when naming a service.

Hyperactive strategies occur whenever service organizations rush prematurely into new markets or new products without proper planning.

Understanding Services Marketing

Frameworks for Managing the Customers Experience

Plugging Into the Information Age

Planning and Producing the Service Performance

Designing the Service Setting

Leveraging the People Factor

Managing the Customer Mix

Setting a Price for the Service Rendered

Promoting the Interactive Service Experience

Building Customer Loyalty Through Service Quality

Regaining Customer Confidence Through Customer Service and Service Recovery

Researching Service Success and Failure

Coping With Fluctuating Demand for Services

Thinking Globally: Its a Small World After All

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