HSMA C3 recap quiz

What is the core question in Company Analysis?

• What needs or problems do they have?

• Who are the customers in that market in terms of demographics and psychographics?

• What are the benefits of the service the company values most from this segment?

• How well can our company and our services address the needs and problems faced by each customer segment?

What is the first step towards creating a unique positioning for a service?

• Segmentation

• Targeting

• Differentiation

• Positioning

What does positioning strategy aim to create, communicate, and maintain?

• Distinctive differences valued by competitors

• Distinctive differences valued by employees

• Distinctive differences valued by customers

• Distinctive differences valued by suppliers

What are the two Ps of marketing commonly associated with positioning strategy?

• Price and Promotion

• Product and Place

• Price and Product

• Place and Promotion

Where in a positioning statement describes the category which a brand is competing in?

• Frame of reference

• Target audience

• Point of difference

• Reason to believe

Where will a brand show proof they can deliver the benefits promised in a positioning statement?

• Reason to believe

• Point of difference

• Target audience

• Frame of reference

What is the focus of a fully-focused organization in targeting service customers?

• Narrow and specific market segment

• Broad markets and a wide range of services

• Wide range of services to a narrowly defined target segment

• Narrow range of services to a fairly broad market

What is the purpose of using positioning maps in competitive strategy?

• To hide from competitors

• To portray the existing competitive situation

• To eliminate competition

• To confuse competitors

What does successful positioning require managers to understand?

• Suppliers' strengths

• Target customers' preferences

• Employees' aspirations

• Competitors' weaknesses

Using segmentation, a company can establish a position in the minds of its targeted customers.

• False

• True