Chapter 10 Designing and Managing Services
1. All marketing strategy is built on STP segmentation, targeting, and .
A) positioning
B) product C)
planning D)
promotion
E) performance
Page: 275
A
2. is the act of designing the company's offering and image to occupy a distinctive place
in the minds of the target market.
A) Positioning
B) Valuation
C) Pricing
D) Commercialization
E) Launching
Page: 276
A
3. The goal of positioning is .
A) to locate the brand in the minds of consumers to maximize the potential benefit to the firm
B) to discover the different needs and groups existing in the marketplace
C) to target those customers marketers can satisfy in a superior way
D) to collect information about competitors that will directly influence the firms' strategy
E) to help the firm anticipate what the actions of its competitors will be
Page: 276
A
4. The result of positioning is the successful creation of , which provides a cogent reason
why the target market should buy the product.
A) an award-winning promotional campaign
B) a customer-focused value proposition
C) a demand channel
D) everyday low pricing
E) employee value proposition
Page: 276
B
5. Which of the following best describes a car company's value proposition?
A) We charge a 20% premium on our cars.
B) We target safety-conscious upscale families.
C) We sell the safest, most durable wagon.
D) We are the market leader in the small car category.
E) We focus on expanding in faster-growing markets.
Page: 276
C
, 6. Which of the following best describes BR Chicken's value proposition?
A) We sell chicken at most major malls.
B) We undertake home delivery services.
C) We target quality-conscious consumers of chicken.
D) We sell tender golden chicken at a moderate price.
E) We charge a 10% premium on our chicken.
Page: 276
D
7. The defines which other brands a brand competes with and therefore which
brands should be the focus of competitive analysis.
A) consumer profitability analysis
B) competitor indexing
C) service blueprint
D) competitive frame of reference
E) cluster analysis
Page: 276
D
8. refers to the products or sets of products with which a brand competes and
which function as close substitutes.
A) Consumer profitability analysis
B) Competitive frame of reference
C) Category membership
D) Value membership
E) Demand field
Page: 277
C
9. are defined as companies that satisfy the same customer need.
A) Communities
B) Competitors
C) Trendsetters
D) Industries
E) Task groups
Page: 278
B
10. A(n) is a group of firms offering a product or class of products that are close
substitutes for one another.
A) community
B) task force
C) industry
D) focus group
E) umbrella brand
Page: 278
C
, 11. Which of the following statements about blue ocean thinking is true?
A) It involves designing creative business ventures to positively affect both a company's cost
structure
and its value proposition to consumers.
B) In blue ocean thinking, industry boundaries are defined and accepted, and the competitive rules
of the game are known.
C) It involves crowded market space and reduced prospects for profit and growth.
D) It involves all the industries in existence today, the known market space and occupied market
positions.
E) In blue ocean thinking, value to consumers comes from reintroducing factors the industry has
previously offered.
Page: 278
A
Which of the following terms is most closely associated with the statement: "attributes or benefits
12.
consumers strongly associate with a brand, positively evaluate, and believe that they could not find
to the same extent with a competitive brand"?
A) points-of-inflection
B) points-of-difference
C) points-of-parity
D) points-of-value
E) points-of-presence
Page: 280
B
13. are product associations that are not necessarily unique to the brand but may in fact
be shared with other brands.
A) Points-of-parity
B) Points-of-difference
C) Points-of-inflection
D) Points-of-presence
E) Points-of-divergence
Page: 280
A
14. The three criteria that determine whether a brand association can truly function as a point-of-
difference are .
A) comparability, authenticity, deliverability
B) desirability, peculiarity, deliverability
C) deviance, peculiarity, deformity
D) desirability, deliverability, differentiability
E) differentiability, authenticity, desirability
Page: 280
D
15. Which of the following criteria relates to consumers seeing the brand association as personally
relevant to them?
A) deliverability
B) authenticity
C) desirability
1. All marketing strategy is built on STP segmentation, targeting, and .
A) positioning
B) product C)
planning D)
promotion
E) performance
Page: 275
A
2. is the act of designing the company's offering and image to occupy a distinctive place
in the minds of the target market.
A) Positioning
B) Valuation
C) Pricing
D) Commercialization
E) Launching
Page: 276
A
3. The goal of positioning is .
A) to locate the brand in the minds of consumers to maximize the potential benefit to the firm
B) to discover the different needs and groups existing in the marketplace
C) to target those customers marketers can satisfy in a superior way
D) to collect information about competitors that will directly influence the firms' strategy
E) to help the firm anticipate what the actions of its competitors will be
Page: 276
A
4. The result of positioning is the successful creation of , which provides a cogent reason
why the target market should buy the product.
A) an award-winning promotional campaign
B) a customer-focused value proposition
C) a demand channel
D) everyday low pricing
E) employee value proposition
Page: 276
B
5. Which of the following best describes a car company's value proposition?
A) We charge a 20% premium on our cars.
B) We target safety-conscious upscale families.
C) We sell the safest, most durable wagon.
D) We are the market leader in the small car category.
E) We focus on expanding in faster-growing markets.
Page: 276
C
, 6. Which of the following best describes BR Chicken's value proposition?
A) We sell chicken at most major malls.
B) We undertake home delivery services.
C) We target quality-conscious consumers of chicken.
D) We sell tender golden chicken at a moderate price.
E) We charge a 10% premium on our chicken.
Page: 276
D
7. The defines which other brands a brand competes with and therefore which
brands should be the focus of competitive analysis.
A) consumer profitability analysis
B) competitor indexing
C) service blueprint
D) competitive frame of reference
E) cluster analysis
Page: 276
D
8. refers to the products or sets of products with which a brand competes and
which function as close substitutes.
A) Consumer profitability analysis
B) Competitive frame of reference
C) Category membership
D) Value membership
E) Demand field
Page: 277
C
9. are defined as companies that satisfy the same customer need.
A) Communities
B) Competitors
C) Trendsetters
D) Industries
E) Task groups
Page: 278
B
10. A(n) is a group of firms offering a product or class of products that are close
substitutes for one another.
A) community
B) task force
C) industry
D) focus group
E) umbrella brand
Page: 278
C
, 11. Which of the following statements about blue ocean thinking is true?
A) It involves designing creative business ventures to positively affect both a company's cost
structure
and its value proposition to consumers.
B) In blue ocean thinking, industry boundaries are defined and accepted, and the competitive rules
of the game are known.
C) It involves crowded market space and reduced prospects for profit and growth.
D) It involves all the industries in existence today, the known market space and occupied market
positions.
E) In blue ocean thinking, value to consumers comes from reintroducing factors the industry has
previously offered.
Page: 278
A
Which of the following terms is most closely associated with the statement: "attributes or benefits
12.
consumers strongly associate with a brand, positively evaluate, and believe that they could not find
to the same extent with a competitive brand"?
A) points-of-inflection
B) points-of-difference
C) points-of-parity
D) points-of-value
E) points-of-presence
Page: 280
B
13. are product associations that are not necessarily unique to the brand but may in fact
be shared with other brands.
A) Points-of-parity
B) Points-of-difference
C) Points-of-inflection
D) Points-of-presence
E) Points-of-divergence
Page: 280
A
14. The three criteria that determine whether a brand association can truly function as a point-of-
difference are .
A) comparability, authenticity, deliverability
B) desirability, peculiarity, deliverability
C) deviance, peculiarity, deformity
D) desirability, deliverability, differentiability
E) differentiability, authenticity, desirability
Page: 280
D
15. Which of the following criteria relates to consumers seeing the brand association as personally
relevant to them?
A) deliverability
B) authenticity
C) desirability
