Exam 13: Developing Marketing Strategies for Services

On her way to work,the owner of a local service organization heard the term "benchmarking" on a local radio news program.Recognizing that you were knowledgeable about benchmarking,the owner called you into her office and asked you to explain the term to her and to help her understand why her service organization should use benchmarking.What would you tell her about benchmarking and why service organizations should use it?

Technology is the strongest force shaping the external environment of 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 -A ________ strategy is a rapid response to environmental changes.

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 _____________________ provides the basis for the decision on what the core and supplementary products are going to be.

To be successful,a marketing strategy typically does not need to match the service offering to market needs.

Environmental scanning is the process of carefully monitoring the external environment for changes that pose threats or opportunities to the service organization.

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 process of carefully monitoring external and internal environments for changes that pose threats or opportunities to the service organization.

What does it mean when a service organization "invents" its future?

The most challenging economic and competitive force for service organizations appears to be the globalization of service markets.

From a services marketing mix perspective,which of the following is NOT a controllable factor for service organizations?

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 -Service organizations use the _______________ to create and deliver the core and supplemental products.

Market segmentation is the division of a homogeneous marketing into heterogeneous segments.

A marketing strategy is the process of adjusting controllable marketing factors to cope with or exploit uncontrollable environmental factors.

Which of the following service strategy steps is typically considered the most difficult for service organizations to carry out?

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 -_______________ refers to the study of successful marketing practices in other services for insights and solutions to a marketing problem.

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 -_________ strategies are used to prevent environmental threats from harming the organization.

Which of the following strategies does NOT typically result in a rapid response by a service organization to environmental changes?

The innovative service organization does not thrive on change or try to make change happen.

The _______________ strategy seeks to gain a competitive advantage by ______________.

Which service innovation perspective has as its core,the offering of a variety of ideas for creating value monopolies?