A specialization positioning strategy is accomplished by:
A) increasing divergence.
B) reducing divergence.
C) increasing complexity.
D) reducing complexity.
E) bundling the service.
Question 2Marketing goals should be specific statements stated in quantitative terms.
Indicate whether the statement is true or false
Question 3Which of the following is a difference between situational needs and social needs?
A) Unlike social needs, situational needs are the need for acceptance from and association with others.
B) Unlike situational needs, social needs represent the need for a specific core task to be performed.
C) Unlike social needs, situational needs are a result of conditions related to the specific environment, time, and place.
D) Unlike social needs, situational needs represent the desire for personal development, information, and knowledge.
E) Unlike situational needs, social needs reflect the desire for feelings of assurance and risk reduction.
Question 4If competitors are likely to continue to pursue price cutting, the best strategy for the defender is to:
A) allow the competitor to win where it is least damaging to profitability.
B) create barriers that make it more difficult for competitors to reach less price-sensitive customer segments.
C) center reactive price cuts on a particular geographic region.
D) all of the answer choices.
E) both allow the competitor to win where it is least damaging to profitability and create barriers that make it more difficult for competitors to reach less price-sensitive customer segments.
Question 5The positioning strategy that increases divergence so that the operation can tailor the service experience to each customer is referred to as a:
A) niche positioning strategy.
B) volume-oriented positioning strategy.
C) specialization positioning strategy.
D) penetration strategy.
E) market diversification strategy.
Question 6All functional plans have at least two target markets.
Indicate whether the statement is true or false
Question 7Sarah recently bought a bicycle. After a few days of cycling, she realized that she needs a basket attached to the bicycle in which she could keep her bag and other articles while cycling. Sarah's need of a basket is a _____.
A) social need
B) situational need
C) knowledge need
D) functional need
E) psychological need
Question 8General plant overhead is an example of _____ costs.
A) direct traceable
B) indirect traceable
C) general
D) attributable
Question 9A volume-oriented positioning strategy is achieved by:
A) increasing divergence.
B) reducing divergence.
C) increasing complexity.
D) reducing complexity.
E) unbundling the service.
Question 10Situation analysis summarizes pertinent information about the internal environment, external environment, and customer environment.
Indicate whether the statement is true or false
Question 11Jason was all set to go home after his day of work. As soon as he stepped out of the office building, it started to rain. Jason wished he had an umbrella, as he walks to and from work, and now he cannot get home without getting drenched in rain. Jason's need of an umbrella is a _____.
A) social need
B) situational need
C) psychological need
D) knowledge need
E) functional need
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