Question 1

Which group ultimately determines a product's position relative to competing products?

Accepted Answer

A)  distributors 
B)  marketers 
C)  consumers 
D)  advertisers 
A)  distributors 
B)  marketers 
C)  consumers 
D)  advertisers C

Question 2

A ________ should express the unique characteristics of a brand in order to create positive associations in customers' minds.

Accepted Answer

A)  vision statement 
B)  mission statement 
C)  positioning statement 
D)  differentiation statement 
A)  vision statement 
B)  mission statement 
C)  positioning statement 
D)  differentiation statement C

Question 3

What is a positioning statement? What are the characteristics of an effective positioning statement?

Accepted Answer

A positioning statement expresses the singular characteristic of a product or a brand aiming at establishing unique,sustainable,and positive associations in the minds of the customers.Most positioning statements specify the target segment,the brand being positioned,the product category within which it is being positioned,the point of difference or "unique selling proposition" and the reason to believe.A positioning statement should be relevant,distinctive,believable,feasible,communicable,and sustainable.

Question 4

Semantic scales are appropriate positioning tools when a marketer needs to collect data about consumer perceptions of a product's attributes.

Accepted Answer

A) True 
 B)False

Question 5

What is the most complex tool for brand positioning?

Accepted Answer

A)  semantic scale 
B)  customer value map 
C)  positioning statement 
D)  multidimensional scaling 
A)  semantic scale 
B)  customer value map 
C)  positioning statement 
D)  multidimensional scaling

Question 6

Unserved or underserved markets are referred to as ________.

Accepted Answer

A)  white space 
B)  niche markets 
C)  intangible assets 
D)  target segments 
A)  white space 
B)  niche markets 
C)  intangible assets 
D)  target segments

Question 7

What enables a firm to retain a position?

Accepted Answer

A)  differentiating 
B)  targeting 
C)  segmenting 
D)  branding 
A)  differentiating 
B)  targeting 
C)  segmenting 
D)  branding

Question 8

Which of the following is most likely a true statement about the ideal product?

Accepted Answer

A)  The ideal product may not be offered to consumers. 
B)  The ideal product is the consumers' favorite on the market. 
C)  The ideal product generates the highest sales in the market. 
D)  The ideal product is specified through semantic scaling methods. 
A)  The ideal product may not be offered to consumers. 
B)  The ideal product is the consumers' favorite on the market. 
C)  The ideal product generates the highest sales in the market. 
D)  The ideal product is specified through semantic scaling methods.

Question 9

A perceptual map provides a graphic visualization of what customers think about products and brands.

Accepted Answer

A) True 
 B)False

Question 10

A customer value map enables marketers to track how customers view a product based on ________ and ________.

Accepted Answer

A)  cost; features 
B)  quality; price 
C)  attributes; loyalty 
D)  branding; perception 
A)  cost; features 
B)  quality; price 
C)  attributes; loyalty 
D)  branding; perception

Question 11

All of the following are typically included in position statements EXCEPT the ________.

Accepted Answer

A)  target segment 
B)  competitors' features 
C)  unique product features 
D)  specific product category 
A)  target segment 
B)  competitors' features 
C)  unique product features 
D)  specific product category

Question 12

In multidimensional scaling,brand positions represent cost and quality.

Accepted Answer

A) True 
 B)False

Question 13

La Quinta sends surveys to customers asking them to rate attributes of the hotel chain from 1-to-5 where "1" means "very unpleasant" and "5" means "very pleasant." Which tool is La Quinta most likely using for brand positioning?

Accepted Answer

A)  semantic scales 
B)  perceptual maps 
C)  customer value maps 
D)  positioning statements 
A)  semantic scales 
B)  perceptual maps 
C)  customer value maps 
D)  positioning statements

Question 14

Which of the following is the placement of a product or service in the minds of targeted customers?

Accepted Answer

A)  segmentation 
B)  positioning 
C)  promotion 
D)  targeting 
A)  segmentation 
B)  positioning 
C)  promotion 
D)  targeting

Exam 27: Note : Positioning

Which group ultimately determines a product's position relative to competing products?

A ________ should express the unique characteristics of a brand in order to create positive associations in customers' minds.

What is a positioning statement? What are the characteristics of an effective positioning statement?

Semantic scales are appropriate positioning tools when a marketer needs to collect data about consumer perceptions of a product's attributes.

What is the most complex tool for brand positioning?

Unserved or underserved markets are referred to as ________.

What enables a firm to retain a position?

Which of the following is most likely a true statement about the ideal product?

A perceptual map provides a graphic visualization of what customers think about products and brands.

A customer value map enables marketers to track how customers view a product based on ________ and ________.

All of the following are typically included in position statements EXCEPT the ________.

In multidimensional scaling,brand positions represent cost and quality.

La Quinta sends surveys to customers asking them to rate attributes of the hotel chain from 1-to-5 where "1" means "very unpleasant" and "5" means "very pleasant." Which tool is La Quinta most likely using for brand positioning?

Which of the following is the placement of a product or service in the minds of targeted customers?

Overview of Marketing Strategy the Strategic Marketing Process

Situation Assessment - the External Environment

Situation Assessment - the Company

Strategy Formation

Implementation

Planning,assessment,and Adjustment

Note : Market Definition

Note : Context: Pest Analysis

Note : Customer Assessment - Trends and Insights

Note : Consumer and Organizational Buyer Behavior

Note : Competitor Analysis - Competitive Intelligence

Note : Company Assessment - Missions and Visions

Note : Company Assessment - the Value Chain

Note : Industry Analysis

Note : the Product Life Cycle

Note : Experience Curve Effects on Cost Reduction

Note : Economies and Diseconomies of Scale

Note : Economies of Scope-Synergies and Virtuous Circles

Note : Market-Share Effects

Note : Scenario Analysis

Note : the Marketing Concept

Note : What Is a Marketing Strategy

Note : Generic Strategies - Advantage and Scope

Note : Generic Strategies - the Value Map

Note : Generic Strategies - Product-Market Growth Strategies

Note : Specific Marketing Strategies

Note : Market Segmentation

Note : Loyalty-Based Marketing,customer Acquisition,and Customer Retention

Note : Customer Lifetime Value

Note : Competitive Advantages

Note : Swot Analysis

Note : Targeting

Note : Customer-Oriented Market Research

Note : Brands and Branding

Note : Products - New Product Development

Note : Products - Innovations

Note : Products - Product Portfolios

Note : Pricing Strategies

Note : Promotion and People - Integrated Marketing Communications

Note : Place - Distribution

Note : Budgets,forecasts,and Objectives

Note : Staircase Analysis

Note : Assessment and Adjustment

Filters

A customer value map enables marketers to track how customers view a product based on and .