Deck 13: Developing Marketing Strategies for Services

Question 1

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

Answer 1

False

Question 2

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

Answer 2

True

Question 3

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

Answer 3

False

Question 4

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

Question 5

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

Question 6

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

Question 7

Marketing practices are rarely subjected to severe ethical criticism.

Question 8

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

Question 9

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

Question 10

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

Question 11

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

Question 12

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

Question 13

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

Question 14

Technology is the strongest force shaping the external environment of services.

Question 15

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

Question 16

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

Question 17

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

Question 18

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

Question 19

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

Question 20

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

Question 21

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

A)A reactive strategy
B)A proactive strategy
C)A defensive strategy
D)An offensive strategy
E)All of these types of strategies typically result in a rapid response by a service organization to environmental changes.

Question 22

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

A)reactive strategy.
B)proactive strategy.
C)hyperactive strategy.
D)defensive strategy.
E)offensive strategy.

Question 23

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

A)Sur/petition,focusing on customer relationship management to build strong long-term customer loyalty
B)Dramatizing the Performance,effectively managing the frontstage and backstage areas,the employees,and the customers
C)Jazz Your Delivery,using modern communication and transportation technology to maintain close contact with employees and customers
D)Harnessing Technology,surpassing competition by creating value monopolies
E)Build Relationships,teaching service employees improvisational techniques to strengthen their ability to serve the customer

Question 24

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

A)Sur/petition
B)Competing for the future
C)Out of control
D)Nine laws of God
E)SERVQUAL

Question 25

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

Question 26

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

Question 27

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

A)share of mind.
B)positioning.
C)market segmentation.
D)market fragmentation.
E)market splintering.

Question 28

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

A)Once resolved,the central problem corrects all other minor problems.
B)The central problem must be stated in an action-oriented way.
C)The central problem must identify the service marketing tools needed to resolve it.
D)The central problem is to focus primarily on the firm and its resources.
E)The central problem must be clearly stated.

Question 29

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.

Question 30

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

A)Price
B)Participants
C)Place
D)Physical evidence
E)All of these elements are controllable by a service organization.

Question 31

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

A)Carefully monitor the service organization's internal environment
B)Carefully monitor the service organization's external environment
C)Use environmental scanning on an intermittent basis
D)Carefully monitoring the service organization's internal and external environments are the most appropriate for successful environmental scanning.
E)All of these recommendations are equally appropriate for successful environmental scanning.

Question 32

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

A)Service organizations perform their services in real time.
B)Service organizations are not able to inventory their service supply.
C)Customers develop perceptions of the service organization itself from their interactions with the service's personnel.
D)Customers are often inside the service system and therefore influence each other's service experience.
E)All of these conditions pose basic strategy challenges for service industries.

Question 33

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

A)Use environmental scanning to identify opportunities and threats.
B)Study successful marketing practices in other services for insights and solutions to their particular problems.
C)Outline a procedure for putting the recommended marketing program into action.
D)Carefully evaluate all possible alternative marketing programs to ensure that the chosen course of action is consistent with good marketing practice.
E)All of these recommendations should be utilized by service marketers when developing effective marketing strategies.

Question 34

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.

Question 35

The services operations approach provides the basis for

A)decisions on what the service organization's core products will be.
B)decisions on what the service organization's supplementary products will be.
C)decisions on what the service organization's service marketing concept will be.
D)decisions related to the creation and delivery of a service organization's products.
E)The service operations concept provides the basis for all of these decisions.

Question 36

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.

Question 37

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

A)Planning the strategy
B)Designing the strategy
C)Implementing the strategy
D)Controlling the strategy
E)All of these steps are equally difficult to carry out.

Question 38

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.

Question 39

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.

Question 40

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

Question 41

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?

Question 42

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.

Question 43

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

Question 44

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.

Question 45

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?

Question 46

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?

Question 47

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.

Question 48

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.

Question 49

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

Question 50

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.

Question 51

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.

Question 52

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

Question 53

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?

Question 54

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.

Question 55

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?

Question 56

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.

Question 57

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.