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1. Feature of a service that consumers feel is superior to the competition and is sustainable over time is a(n):
A. Brand equity.
B. Information technology.
C. Position mapping.
D. Scale effects.
E. Sustainable competitive advantage.
2. Graphs that show a firm and its competitors relative to the two major purchase criteria of the industry is a(n):
A. Cost and demand synergy.
B. Position map.
C. Prototype.
D. Sustainable competitive advantage.
3. A(n) ___?___ competitive advantage is based on collecting, assembling, storing, transmitting, processing, and retrieving information through electronic means.
A. Cost and demand synergy.
B. Information technology.
C. Scale effects.
D. Service package.
E. Spatial preemption.
4. A(n) ___?___ competitive advantage is based on gaining the best and/or most customer- convenient locations.
A. Cost and demand synergy.
B. Information technology.
C. Scale effects.
D. Service package.
E. Spatial preemption.
5. A(n) ___?___ competitive advantage is based on firm-specific economies, service-specific economies, or site-specific economies.
A. Cost and demand synergy.
B. Information technology.
C. Scale effects.
D. Service package.
E. Spatial preemption.
6. A(n) ___?___ competitive advantage is based on a combined reduction of operating costs and increased demand for the service.
A. Cost and demand synergy.
B. Information technology.
C. Scale effects.
D. Service package.
E. Spatial preemption.
7. ___?___ are assets and liabilities connected to a brand that add or subtract from a customerıs perceived value of the firm and its product or services.
A. Brand equity.
B. Brand awareness.
C. Brand loyalty.
D. Firm loyalty.
E. Asset loyalty.
8. The original model or version of a service used as a blueprint for future facilities is a(n):
A. Position map.
B. Prototype.
C. Sustainable competitive advantage.
D. Market defender strategy.
E. Economies-of-scale.
9. All of the following are requirements for a sustainable competitive advantage (SCA) except:
A. Must be valued by employees.
B. No or few substitutes exist.
C. The firm must have the resources to deliver the SCA to customers.
D. The firm must have the capabilities to deliver the SCA to customers.
E. Cannot be easily copied by competitors.
10. All of the following a possible sustainable competitive advantages except:
A. Customization.
B. Unique or different operational position.
C. Brand or firm equity.
D. Customer relationships.
E. Service package.
11. Of the following, the best strategy for a service in the introductory stage of the service life cycle would be:
A. Develop a prototype.
B. Develop brand preference.
C. Reduce operating costs.
D. Enhance functional service quality.
E. Divestment.
12. Building industry demand would be best suited for services in the ___?___ stage of the service life cycle.
A. Introductory.
B. Growth.
C. Maturity.
D. Decline.
13. Developing brand preference should begin during the ___?___ stage of the service life cycle.
A. Introductory.
B. Growth.
C. Maturity.
D. Decline.
14. Brand parity within a service industry is a characteristic of the ___?___ stage of the service life cycle.
A. Introductory.
B. Growth.
C. Maturity.
D. Decline.
15. Enhancing technical and functional service quality are excellent strategies for the ___?___ stage of the service life cycle.
A. Introductory.
B. Growth.
C. Maturity.
D. Decline.
16. Reducing the number of services a firm offers is a ___?___ strategy.
A. Divestment.
B. Harvest.
C. Pruning.
D. Retrenchment.
E. Rejuvenation.
17. Performance guarantees would be classified as a(n) ___?___ market defender strategy.
A. Blocking.
B. Retaliation.
C. Adaptation.
18. An attempt by current firms to deny new entrants the opportunity to make their anticipated or desired profit margins is a(n) ___?___ market defender strategy.
A. Blocking.
B. Retaliation.
C. Adaptation.
19. Consumer positioning of services is the position a firm or service organization occupies in the mind of consumers and is:
A. Always relative to the firmıs competition.
B. Relative to what other consumers think.
C. Based on the firmıs competitive advantages.
D. Based on the firmıs market defender strategies.
E. Based on the firmıs marketing plan.
20. Midwest Express chose a consumer positioning strategy based on:
A. Service attributes.
B. Use or application.
C. Service class.
D. Service use.
E. A competitor.