Questions and Answers of Services Marketing Concepts

What constitutes brand strength?
What are the most commonly found foundations for successful brands? Illustrate your response with brand examples.
Why is there more to a brand than its name? Explain your response.
What are the major advantages and disadvantages of licencing?
Identify and explain the four major branding policies and give examples of each. Can a company use more than one policy at a time? Explain your answer.
The brand name JCB is sometimes used generically to refer to diggers or backhoe loaders. How can JCB protect this brand name?
Identify and explain the major considerations consumers take into account when selecting a brand.
Given the competition between own label brands and manufacturer brands, should manufacturers be concerned about the popularity of own label brands? How should manufacturers fight back in the brand
What are the distinguishing characteristics of own label brands?
In what ways have brand managers been forced to relinquish control over what is communicated about their brands in the digital era?
Why are companies seeking to identify or create brand advocates amongst their customers?
In what ways have social media and the web enabled brands to create communities of supporters?
What are the advantages associated with brand loyalty?
How does branding benefit customers and organizations?
What is the difference between a brand and a brand name? Compare and contrast the terms brand mark and trademark.
Why is the augmented product increasingly important when determining a differential advantage?
What are aspects of the augmented product for a new car?
What factors must marketers consider when deciding what quality level to build in to a product? What support services can be offered to back up product quality?
What is the relationship between the concepts of product mix and product life cycle?
How do industry profits change as a product moves through the four stages of its life cycle?
When should a company add depth to its product lines rather than width to its product mix?
How does a company’s product mix relate to its development of a product line?
In the category of business products, how do component parts differ from process materials?
Would a music system that sells for £750 be a convenience, shopping or speciality product?
How do convenience products and shopping products differ?What are the distinguishing characteristics of each type of product?
Is a roll of carpet in a shop a consumer product or a business product? Defend your answer.
A product has been referred to as a ‘psychological bundle of satisfaction’. Is this a good definition of a product?
List the tangible and intangible attributes of a tablet such as an iPad. Compare the benefits of the tablet with those of an intangible product such as life insurance.
Why are ethics so important in conducting marketing research?
What is ‘sugging’? Why is it damaging to the marketing research industry?
Why is questionnaire design important? Why should questionnaires be tested?
Give some examples of marketing problems that could be solved through information gained from observation.
How has the growth of the internet increased the opportunities for collecting information?
What are the benefits of the focus group technique?
Suggest some ways to encourage respondents to cooperate in mail surveys.
In what situation would it be best to use random sampling?Quota sampling? Stratified or area sampling?
List some of the problems of conducting a laboratory experiment on respondents’ reactions to the taste of different brands of beer. How would these problems differ from those of a field study of
What are the major limitations of using secondary data to solve marketing problems?
What are the differences between exploratory, descriptive and causal research?
Give specific examples of situations in which intuitive decision-making would probably be more appropriate than marketing research.
How do the benefits of decisions guided by marketing research compare with those of intuitive decision-making?How do marketing decision-makers know when it will be worthwhile to conduct research?
What are the differences between quantitative and qualitative marketing research?
What is the marketing information system (MIS) of a small organization likely to include?
When might it not be necessary to segment a market?
For a product of your choice, explain which stage of the market segmentation process matters the most.
For a new hotel chain just launching, explain how the three stages – segmentation, targeting and positioning– of the market segmentation process are important.
How do the concepts of customer value propositions and positioning relate?
What is a customer value proposition?
What are the essential stages in developing a positioning?
Choose a product and discuss how it could best be positioned in the market. Determine a suitable positioning statement.
Why is it important to decide on the desired positioning for a product, service or brand?
Why must marketers evaluate the sales potential of possible priority target market segments?
Summarize the stages for producing a directional policy matrix (DPM)-led assessment of the relative attractiveness of possible target market segments.
Outline an approach to assessing the relative merits of emerging opportunities or market segments.
What criteria should be considered when selecting between opportunities or market segments to prioritize?
What are the essential ingredients for ensuring a balanced discussion about worthwhile opportunities and segments to target?
What are the general segmentation targeting options?
How does customer relationship management benefit from market segmentation?
In what ways does customer relationship management benefit an organization?
What is customer relationship management?
Give examples of product markets that are divided using multivariable segmentation.
How do marketers decide whether to use single variable or multivariable segmentation?
What dimensions are used to segment business markets?
Explain how geodemographic approaches such as ACORN or MOSAIC support marketers.
Identify and describe four major categories of base variables that can be used to segment consumer markets. Give examples of product markets that are segmented by variables in each category.
List the differences between concentration and differentiated strategies. Describe the advantages and disadvantages of each strategy.
Describe the basic conditions required for effective segmentation.
Why might social marketers find market segmentation particularly helpful?
What is the market segmentation approach? Describe the basic conditions required for effective segmentation.Identify several companies that use the segmentation approach.
What is the total market approach? Under what conditions is it most useful? Describe a current situation in which a company is using a total market approach. Is the business successful? Why or why
Identify and describe the two major types of market. Give examples of each.
In the area where you live, is there a group of people with unsatisfied product needs who represent a market? Could this market be reached by an organization? Why or why not?
What is a market? What are the requirements for a market?
In what ways do business marketers have to reflect the nuances of business markets when deploying the marketing toolkit?
List some sources that a business marketer can use to determine the names and addresses of potential customers.
What function does the SIC system help business marketers perform?
How do environmental, organizational, interpersonal and individual factors affect business purchases?
What impact does the evaluation of a particular purchase have on future buying decisions?
Identify the stages of the business buying decision process.How is this decision process used when making straight re-buys?
Why has relationship management attracted so much interest in business markets?
What elements may be exchanged by a buyer and seller when a purchase transaction takes place?
What are the major components of a buying centre or decision-making unit?
How does business demand differ from consumer demand?
Why do buyers involved in a straight re-buy purchase require less information than those making a new task purchase?
What are the commonly used methods of business buying?
List several characteristics that differentiate business transactions from consumer ones.
What are the primary concerns of business customers?
Why are business buyers generally considered more rational in regard to their purchasing behaviour than consumers?
Identify, describe and give examples of four major types of business market.
How is consumer-to-consumer communication changing the way consumers buy products?
If consumers are dissatisfied with a particular purchase, what actions are open to them? What can marketers do to respond to these actions?
Describe the sub-cultures to which you belong. Identify buying behaviour that is unique to your sub-culture.
What is culture? How does it affect a person’s buying behaviour?
Describe reference groups. How do they influence buying behaviour? Name some of your own reference groups.
What is selective exposure and what effect does it have on consumer buying?
What is the function of time in a consumer’s buying decision process?
How does a consumer’s level of involvement affect his or her purchase behaviour?
What are the personal factors that affect the consumer buying decision process? How do they affect the process?
What are the five stages in the consumer buying decision process? Are all these stages used in all consumer purchase decisions?
In what circumstances have you bought a product on impulse?

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