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 __________ perspective on strategic innovation offers a variety of ideas for creating innovative value monopolies.

Service marketers position their products to gain a share-of-mind from their targeted consumers.

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 -__________ can be described as an approach to achieve ___________,which is the way a consumer perceives a product in relation to all other products.

Recently you conducted a seminar on marketing strategy.During the seminar,a participant asked you to compare the marketing strategies of services with those of physical goods.What would you tell the seminar participant?

Which of the following recommendations should service marketers DISREGARD when developing a marketing strategy?

Service industries are often quick to respond to changing customer tastes and preferences.

Service organizations must sometimes compete with both the customer and other service organizations.

Marketing practices are rarely subjected to severe ethical criticism.

A service's marketing strategy need not consider human resource issues.

Service organizations use a product expansion strategy to take advantage of unarticulated opportunities.

A successful environmental scanning process is one that is a periodic process.

During a recent meeting of top management,you indicated the need to achieve a share-of-mind.The vice president of finance,shaking his head in disbelief,asked you to explain the importance of share-of-mind of the targeted customers.How would you respond?

When designing a service strategy in a dynamically changing environment,the best problem statements are presented in a general manner.

Service organizations use a diversification strategy to take advantage of a market situation that consists of both unarticulated and unserved opportunities.

The hardest step in a marketing strategy for any service organization is implementing the strategy.

A carefully focused,customer-oriented services strategy frequently allows service organizations to acquire new customers in poor times.

You and a friend are thinking of starting a service business.When it came time to think of a name,your friend shrugged her shoulders and commented that it was "No big deal." How would you respond to your friend? Support your opinions.