SM Chapter 04

Which of the following is NOT a commonly used base for segmenting service markets?

• Demographics

• Psychographics

• Geographic location

• Product weight

A travel company offering luxury packages to retirees is using which segmentation base?

• Behavioral

• Demographic

• Geographic

• Psychographic

In service marketing, behavioral segmentation may include:

• Gender

• Climate zone

• Usage rate and loyalty status

• Population size

Targeting in services involves:

• Changing company mission

• Selecting one or more customer segments to serve

• Standardizing all services

• Eliminating unprofitable products

Which targeting approach is most suitable for a niche service brand?

• Mass marketing

• Undifferentiated marketing

• Concentrated marketing

• Diffused marketing

Positioning is best described as:

• Physical location of a service outlet

• Customer perception about the service

• Service pricing method

• Method of distribution

A spa positions itself as “eco-friendly and organic.” This is an example of:

• Geographic targeting

• Product differentiation

• Attribute-based positioning

• Brand dilution

Which of the following is part of the Service Marketing Triangle?

• Market research

• Internal marketing

• Production quality

• External logistics

In the service marketing triangle, the interaction between the service company and employees is known as:

• External marketing

• Interactive marketing

• Internal marketing

• Cross-channel marketing

The main challenge in positioning services is:

• Overproduction

• Intangibility and difficulty in differentiation

• Lack of customer loyalty

• Standard pricing policies