Question 1

Via Rail is in competition with the airlines and uses positioning by:

Accepted Answer

A)  brand name 
B)  usage situation 
C)  product category 
D)  distribution intensity 
A)  brand name 
B)  usage situation 
C)  product category 
D)  distribution intensity C

Question 2

Which of the following is NOT a good example of a specific competitive space within a broader product category?

Accepted Answer

A)  Chocolate bars within the chocolate category. 
B)  Anti-dandruff shampoos within the shampoo category. 
C)  Sport coupés within the camping category. 
D)  Windows Surface vs. iPads within the personal computer category. 
A)  Chocolate bars within the chocolate category. 
B)  Anti-dandruff shampoos within the shampoo category. 
C)  Sport coupés within the camping category. 
D)  Windows Surface vs. iPads within the personal computer category. C

Question 3

According to the chapter's opening vignette,Tassimo's ads were deemed ineffective because:

Accepted Answer

A)  the components of the promotional strategy were not integrated. 
B)  they failed to identify the unique characteristics of the barcode. 
C)  the key message was so different than that of its competitors. 
D)  consumers don't like to use single-serve coffee makers in the home. 
A)  the components of the promotional strategy were not integrated. 
B)  they failed to identify the unique characteristics of the barcode. 
C)  the key message was so different than that of its competitors. 
D)  consumers don't like to use single-serve coffee makers in the home. B

Question 4

Informational motives are:

Accepted Answer

A)  based on the consumer's neutral state 
B)  based on the consumer's negative state 
C)  based on the consumer's normal state 
D)  based on non-users' states 
A)  based on the consumer's neutral state 
B)  based on the consumer's negative state 
C)  based on the consumer's normal state 
D)  based on non-users' states

Question 5

_____ is defined as the art and science of fitting the product or service to one or more segments of the broad market in such a way as to set it meaningfully apart from competition.

Accepted Answer

A)  Target marketing 
B)  Undifferentiated marketing 
C)  Demographic segmentation 
D)  Positioning 
A)  Target marketing 
B)  Undifferentiated marketing 
C)  Demographic segmentation 
D)  Positioning

Question 6

________ motives are based on the product providing a positive experience via one of the five senses.

Accepted Answer

A)  Incomplete satisfaction 
B)  Sensory gratification 
C)  Social approval 
D)  Normal depletion 
A)  Incomplete satisfaction 
B)  Sensory gratification 
C)  Social approval 
D)  Normal depletion

Question 7

All of the following are steps in the development of a brand positioning strategy decision process EXCEPT:

Accepted Answer

A)  develop a market partition. 
B)  assess consumer income levels. 
C)  access brand position. 
D)  determine brand positioning strategy. 
A)  develop a market partition. 
B)  assess consumer income levels. 
C)  access brand position. 
D)  determine brand positioning strategy.

Question 8

When Philadelphia cream cheese educated consumers on how to cook with the product,it partitioned the market according to:

Accepted Answer

A)  end benefit 
B)  product category 
C)  brand name 
D)  usage situation 
A)  end benefit 
B)  product category 
C)  brand name 
D)  usage situation

Question 9

The market position of a firm represents:

Accepted Answer

A)  the intended or unintended consumer belief in the organization's marketing efforts. 
B)  the way that the company has responded to the competition. 
C)  the firm's position in the global economy. 
D)  an expansion of the consumer's past impressions of the firm's marketing efforts. 
A)  the intended or unintended consumer belief in the organization's marketing efforts. 
B)  the way that the company has responded to the competition. 
C)  the firm's position in the global economy. 
D)  an expansion of the consumer's past impressions of the firm's marketing efforts.

Question 10

When preparing perceptual maps,marketers will name the vertical and horizontal axes based on _____________.

Accepted Answer

A)  salient attributes 
B)  consumers' salient beliefs 
C)  previous response to advertising 
D)  quality and price only 
A)  salient attributes 
B)  consumers' salient beliefs 
C)  previous response to advertising 
D)  quality and price only

Question 11

While developing its market positioning strategy:

Accepted Answer

A)  the firm generally chooses the market with the fewest competitors. 
B)  the marketer will choose a single category in which to compete. 
C)  the marketer will emphasize the improvement of product appearance. 
D)  the firm considers as many feasible options as possible in order not to miss a market opportunity. 
A)  the firm generally chooses the market with the fewest competitors. 
B)  the marketer will choose a single category in which to compete. 
C)  the marketer will emphasize the improvement of product appearance. 
D)  the firm considers as many feasible options as possible in order not to miss a market opportunity.

Question 12

Markets are partitioned by each of the following EXCEPT:

Accepted Answer

A)  end benefit 
B)  competitive dynamics 
C)  brand name 
D)  usage situation 
A)  end benefit 
B)  competitive dynamics 
C)  brand name 
D)  usage situation

Question 13

A _____ strategy relates to the intended image of the product or brand relative to a competing brand.

Accepted Answer

A)  concentration 
B)  differentiation 
C)  brand positioning 
D)  market positioning 
A)  concentration 
B)  differentiation 
C)  brand positioning 
D)  market positioning

Question 14

DC shoes emphasized the fact that their skateboard shoes minimize heel bruising when doing tricks,which is important to hardcore skaters.DC were using a _____ positioning strategy.

Accepted Answer

A)  product category 
B)  central brand 
C)  brand name 
D)  user 
A)  product category 
B)  central brand 
C)  brand name 
D)  user

Question 15

Which of the following is NOT a critical question in designing a brand positioning in the context of advertising?

Accepted Answer

A)  Where the brand is competing? 
B)  With whom the brand is competing? 
C)  How the brand is competing? 
D)  Why competitors will offer similar brands? 
A)  Where the brand is competing? 
B)  With whom the brand is competing? 
C)  How the brand is competing? 
D)  Why competitors will offer similar brands?

Question 16

The market position diagram is also called a(n)______________

Accepted Answer

A)  research plot. 
B)  perception indicator. 
C)  perceptual map. 
D)  opportunity diagram. 
A)  research plot. 
B)  perception indicator. 
C)  perceptual map. 
D)  opportunity diagram.

Question 17

Multiattribute models are used to guage consumer attitudes towards a brand and the importance of the brand's _______________ to the consumer's purchase decision.

Accepted Answer

A)  name 
B)  benefits 
C)  sales 
D)  promises 
A)  name 
B)  benefits 
C)  sales 
D)  promises

Question 18

Beliefs concerning specific attributes or benefits that are activated and form the basis of an attitude are referred to as ___.

Accepted Answer

A)  salient beliefs 
B)  salient attitudes 
C)  salient attributes 
D)  salient benefits 
A)  salient beliefs 
B)  salient attitudes 
C)  salient attributes 
D)  salient benefits

Question 19

Which of the following is NOT an example of a base for implementing a positioning strategy?

Accepted Answer

A)  Distribution intensity 
B)  Brand name 
C)  Usage situation 
D)  Product category 
A)  Distribution intensity 
B)  Brand name 
C)  Usage situation 
D)  Product category

Question 20

Wal-Mart has been very effective in positioning itself as a store that offers quality products at a very good price.Their strategy reflects positioning based on:

Accepted Answer

A)  demographic segmentation 
B)  psychographic segmentation 
C)  brand name 
D)  product category 
A)  demographic segmentation 
B)  psychographic segmentation 
C)  brand name 
D)  product category

Via Rail is in competition with the airlines and uses positioning by:

Which of the following is NOT a good example of a specific competitive space within a broader product category?

According to the chapter's opening vignette,Tassimo's ads were deemed ineffective because:

Informational motives are:

_____ is defined as the art and science of fitting the product or service to one or more segments of the broad market in such a way as to set it meaningfully apart from competition.

________ motives are based on the product providing a positive experience via one of the five senses.

All of the following are steps in the development of a brand positioning strategy decision process EXCEPT:

When Philadelphia cream cheese educated consumers on how to cook with the product,it partitioned the market according to:

The market position of a firm represents:

When preparing perceptual maps,marketers will name the vertical and horizontal axes based on _____________.

While developing its market positioning strategy:

Markets are partitioned by each of the following EXCEPT:

A _____ strategy relates to the intended image of the product or brand relative to a competing brand.

DC shoes emphasized the fact that their skateboard shoes minimize heel bruising when doing tricks,which is important to hardcore skaters.DC were using a _____ positioning strategy.

Which of the following is NOT a critical question in designing a brand positioning in the context of advertising?

The market position diagram is also called a(n)______________

Multiattribute models are used to guage consumer attitudes towards a brand and the importance of the brand's _______________ to the consumer's purchase decision.

Beliefs concerning specific attributes or benefits that are activated and form the basis of an attitude are referred to as ___.

Which of the following is NOT an example of a base for implementing a positioning strategy?

Wal-Mart has been very effective in positioning itself as a store that offers quality products at a very good price.Their strategy reflects positioning based on:

Integrated Marketing Communications

Organizing for IMC: Role of Agencies

Consumer Behaviour and Target Audience Decisions

Communication Response Models

Objectives for the IMC Plan

Creative Strategy Decisions

Creative Tactics Decisions

Measuring the Effectiveness of the Promotional Message

Media Planning and Budgeting for IMC

Broadcast Media

Print Media

Out-Of-Home and Support Media

Sales Promotion

Public Relations

Direct Marketing

Internet Media

Regulatory, Ethical, Social, and Economic Issues for Imc

Filters

Exam 6: Brand Positioning Strategy Decisions

Via Rail is in competition with the airlines and uses positioning by:

Which of the following is NOT a good example of a specific competitive space within a broader product category?

According to the chapter's opening vignette,Tassimo's ads were deemed ineffective because:

Informational motives are:

_____ is defined as the art and science of fitting the product or service to one or more segments of the broad market in such a way as to set it meaningfully apart from competition.

________ motives are based on the product providing a positive experience via one of the five senses.

All of the following are steps in the development of a brand positioning strategy decision process EXCEPT:

When Philadelphia cream cheese educated consumers on how to cook with the product,it partitioned the market according to:

The market position of a firm represents:

When preparing perceptual maps,marketers will name the vertical and horizontal axes based on _____________.

While developing its market positioning strategy:

Markets are partitioned by each of the following EXCEPT:

A _____ strategy relates to the intended image of the product or brand relative to a competing brand.

DC shoes emphasized the fact that their skateboard shoes minimize heel bruising when doing tricks,which is important to hardcore skaters.DC were using a _____ positioning strategy.

Which of the following is NOT a critical question in designing a brand positioning in the context of advertising?

The market position diagram is also called a(n)______________

Multiattribute models are used to guage consumer attitudes towards a brand and the importance of the brand's _______________ to the consumer's purchase decision.

Beliefs concerning specific attributes or benefits that are activated and form the basis of an attitude are referred to as ___.

Which of the following is NOT an example of a base for implementing a positioning strategy?

Wal-Mart has been very effective in positioning itself as a store that offers quality products at a very good price.Their strategy reflects positioning based on:

Integrated Marketing Communications

Organizing for IMC: Role of Agencies

Consumer Behaviour and Target Audience Decisions

Communication Response Models

Objectives for the IMC Plan

Creative Strategy Decisions

Creative Tactics Decisions

Measuring the Effectiveness of the Promotional Message

Media Planning and Budgeting for IMC

Broadcast Media

Print Media

Out-Of-Home and Support Media

Sales Promotion

Public Relations

Direct Marketing

Internet Media

Regulatory, Ethical, Social, and Economic Issues for Imc

Filters