Question 1

All of the following are informational motives EXCEPT:

Accepted Answer

A)  incomplete satisfaction 
B)  problem removal 
C)  social approval 
D)  normal depletion 
A)  incomplete satisfaction 
B)  problem removal 
C)  social approval 
D)  normal depletion

Question 2

Which of the following illustrates how the use of positioning in a marketing communication context is distinct from positioning in a marketing strategy context?

Accepted Answer

A)  There is no distinction. 
B)  A marketer will use the same message and set of IMC tools with every target segment in order to ensure integrated communication. 
C)  A marketer will use IMC tools that speak to a very specific target audience with a particular competitive reference point. 
D)  Only the communication positioning is relevant to the target market. 
A)  There is no distinction. 
B)  A marketer will use the same message and set of IMC tools with every target segment in order to ensure integrated communication. 
C)  A marketer will use IMC tools that speak to a very specific target audience with a particular competitive reference point. 
D)  Only the communication positioning is relevant to the target market.

Question 3

Apple Computers positioned itself as user friendly and thus gained an advantage over IBM.Apple used positioning by:

Accepted Answer

A)  end benefit 
B)  cultural symbols 
C)  brand name 
D)  product user 
A)  end benefit 
B)  cultural symbols 
C)  brand name 
D)  product user

Question 4

Each of the following scenarios is an example of repositioning EXCEPT:

Accepted Answer

A)  Tetley tea began associating its flavours to different moods a consumer might have prior to consumption. 
B)  Molson re-introduced its Canadian Light brand as Canadian 67, to focus on the caloric content of the beer. 
C)  Subaru Outback reversed sales declines by suggesting that consumers deserved to be outdoors more. 
D)  Mercedes-Benz capitalizes on precision German engineering. 
A)  Tetley tea began associating its flavours to different moods a consumer might have prior to consumption. 
B)  Molson re-introduced its Canadian Light brand as Canadian 67, to focus on the caloric content of the beer. 
C)  Subaru Outback reversed sales declines by suggesting that consumers deserved to be outdoors more. 
D)  Mercedes-Benz capitalizes on precision German engineering.

Question 5

The key factor in communicating information about the brand and differentiating it from competitors is:

Accepted Answer

A)  its perceived price differential 
B)  its integrated promotional strategy 
C)  the market positioning strategy assigned it by its manufacturer 
D)  the benefits the brand offers 
A)  its perceived price differential 
B)  its integrated promotional strategy 
C)  the market positioning strategy assigned it by its manufacturer 
D)  the benefits the brand offers

Question 6

The chapter's opening vignette reveals that Tassimo's new brand positioning strategy:

Accepted Answer

A)  built demand for the category of single-serve brewing systems. 
B)  failed to identify the unique characteristics of the barcode. 
C)  intended to convince consumers to ask for "the one with the barcode". 
D)  focused on estate-grown coffee beans used in their T-Discs. 
A)  built demand for the category of single-serve brewing systems. 
B)  failed to identify the unique characteristics of the barcode. 
C)  intended to convince consumers to ask for "the one with the barcode". 
D)  focused on estate-grown coffee beans used in their T-Discs.

Question 7

The first step in the development of a brand positioning strategy is:

Accepted Answer

A)  develop a market partition 
B)  access competitors' position 
C)  access brand position 
D)  determine brand positioning strategy 
A)  develop a market partition 
B)  access competitors' position 
C)  access brand position 
D)  determine brand positioning strategy

Question 8

________ motives are active for consumers in purchase situations where they enjoy some elements of a product but dislike other parts and are seeking alternative solutions.

Accepted Answer

A)  Problem removal 
B)  Problem avoidance 
C)  Incomplete situation 
D)  Mixed approach-avoidance 
A)  Problem removal 
B)  Problem avoidance 
C)  Incomplete situation 
D)  Mixed approach-avoidance

Question 9

Comparative advertising based on specific product attributes is an attempt to:

Accepted Answer

A)  influence attribute beliefs 
B)  influence attribute importance 
C)  influence attribute belief of a competitive brand 
D)  add new attribute benefits 
A)  influence attribute beliefs 
B)  influence attribute importance 
C)  influence attribute belief of a competitive brand 
D)  add new attribute benefits

Question 10

________ motives occur when consumers anticipate a problem if they do not take preemptive action through the purchase of a product.

Accepted Answer

A)  Incomplete satisfaction 
B)  Problem removal 
C)  Problem avoidance 
D)  Sensory gratification 
A)  Incomplete satisfaction 
B)  Problem removal 
C)  Problem avoidance 
D)  Sensory gratification

Question 11

Gatorade's new G Series moved the brand from a hydration platform to a sports nutrition brand for serious athletes.This repositioning essentially expanded on their current brand benefit positioning into a _____ positioning strategy.

Accepted Answer

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

Question 12

Ads for gardening products in the spring and school supplies in the fall are examples of messages focusing on ________ motives.

Accepted Answer

A)  mixed approach-avoidance 
B)  problem avoidance 
C)  social approval 
D)  normal depletion 
A)  mixed approach-avoidance 
B)  problem avoidance 
C)  social approval 
D)  normal depletion

Question 13

In addition to salient attributes,brand position diagrams should also compare brands on the basis of __________,such as overall satisfaction or social fulfillment.

Accepted Answer

A)  communication effectiveness 
B)  salient benefits to the consumer 
C)  previous purchase decisions 
D)  personal needs assessment 
A)  communication effectiveness 
B)  salient benefits to the consumer 
C)  previous purchase decisions 
D)  personal needs assessment

Question 14

Prior to deciding on the most effective selling message,the marketer can use positioning to determine:

Accepted Answer

A)  what competitive space the brand is competing in, as illustrated in a perceptual map. 
B)  whether specific brand characteristics are as relevant to consumers as price. 
C)  the most inexpensive media buy, and then develop messages accordingly. 
D)  their relative market share in comparison to the competition. 
A)  what competitive space the brand is competing in, as illustrated in a perceptual map. 
B)  whether specific brand characteristics are as relevant to consumers as price. 
C)  the most inexpensive media buy, and then develop messages accordingly. 
D)  their relative market share in comparison to the competition.

Question 15

All of the following are transformational motives EXCEPT:

Accepted Answer

A)  incomplete satisfaction 
B)  intellectual stimulation or mastery 
C)  social approval 
D)  sensory gratification 
A)  incomplete satisfaction 
B)  intellectual stimulation or mastery 
C)  social approval 
D)  sensory gratification

Question 16

With its go anywhere for $69 ad campaign,Greyhound shows how inexpensively one can travel especially when compared to the cost of flying.Greyhound is using positioning by:

Accepted Answer

A)  product category 
B)  brand name 
C)  product attributes 
D)  cultural symbols 
A)  product category 
B)  brand name 
C)  product attributes 
D)  cultural symbols

Question 17

A _____ positioning strategy is possible when the brand can claim and deliver on the most salient benefits.

Accepted Answer

A)  end benefit 
B)  central brand 
C)  brand name 
D)  product category 
A)  end benefit 
B)  central brand 
C)  brand name 
D)  product category

Question 18

What is the distinction between the brand's positioning strategy and its actual brand image?

Accepted Answer

A)  Brand image is determined by actual sales figures. 
B)  Actual brand image is the target audience's overall assessment of the brand versus what brand management had intended them to feel and think about the brand. 
C)  A well-conceived brand positioning strategy will guarantee a strong brand image in the hearts and minds of consumers. 
D)  Competitive activity will impact on brand positioning strategy but not actual brand image. 
A)  Brand image is determined by actual sales figures. 
B)  Actual brand image is the target audience's overall assessment of the brand versus what brand management had intended them to feel and think about the brand. 
C)  A well-conceived brand positioning strategy will guarantee a strong brand image in the hearts and minds of consumers. 
D)  Competitive activity will impact on brand positioning strategy but not actual brand image.

Question 19

Which of the following is NOT one of the ways that marketers use the multiattribute model to persuade attitudes of target audiences regarding brand characteristics?

Accepted Answer

A)  Influence attribute beliefs 
B)  Influence attribute importance 
C)  Influence attribute belief of a competitive brand 
D)  Influence brand functionality 
A)  Influence attribute beliefs 
B)  Influence attribute importance 
C)  Influence attribute belief of a competitive brand 
D)  Influence brand functionality

Question 20

When consumers do not strongly believe that the brand possesses a particular important attribute,the market will attempt to:

Accepted Answer

A)  influence attribute beliefs 
B)  influence attribute importance 
C)  add a new attribute belief 
D)  influence brand functionality 
A)  influence attribute beliefs 
B)  influence attribute importance 
C)  add a new attribute belief 
D)  influence brand functionality

All of the following are informational motives EXCEPT:

Which of the following illustrates how the use of positioning in a marketing communication context is distinct from positioning in a marketing strategy context?

Apple Computers positioned itself as user friendly and thus gained an advantage over IBM.Apple used positioning by:

Each of the following scenarios is an example of repositioning EXCEPT:

The key factor in communicating information about the brand and differentiating it from competitors is:

The chapter's opening vignette reveals that Tassimo's new brand positioning strategy:

The first step in the development of a brand positioning strategy is:

________ motives are active for consumers in purchase situations where they enjoy some elements of a product but dislike other parts and are seeking alternative solutions.

Comparative advertising based on specific product attributes is an attempt to:

________ motives occur when consumers anticipate a problem if they do not take preemptive action through the purchase of a product.

Gatorade's new G Series moved the brand from a hydration platform to a sports nutrition brand for serious athletes.This repositioning essentially expanded on their current brand benefit positioning into a _____ positioning strategy.

Ads for gardening products in the spring and school supplies in the fall are examples of messages focusing on ________ motives.

In addition to salient attributes,brand position diagrams should also compare brands on the basis of __________,such as overall satisfaction or social fulfillment.

Prior to deciding on the most effective selling message,the marketer can use positioning to determine:

All of the following are transformational motives EXCEPT:

With its go anywhere for $69 ad campaign,Greyhound shows how inexpensively one can travel especially when compared to the cost of flying.Greyhound is using positioning by:

A _____ positioning strategy is possible when the brand can claim and deliver on the most salient benefits.

What is the distinction between the brand's positioning strategy and its actual brand image?

Which of the following is NOT one of the ways that marketers use the multiattribute model to persuade attitudes of target audiences regarding brand characteristics?

When consumers do not strongly believe that the brand possesses a particular important attribute,the market will attempt to:

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

All of the following are informational motives EXCEPT:

Which of the following illustrates how the use of positioning in a marketing communication context is distinct from positioning in a marketing strategy context?

Apple Computers positioned itself as user friendly and thus gained an advantage over IBM.Apple used positioning by:

Each of the following scenarios is an example of repositioning EXCEPT:

The key factor in communicating information about the brand and differentiating it from competitors is:

The chapter's opening vignette reveals that Tassimo's new brand positioning strategy:

The first step in the development of a brand positioning strategy is:

________ motives are active for consumers in purchase situations where they enjoy some elements of a product but dislike other parts and are seeking alternative solutions.

Comparative advertising based on specific product attributes is an attempt to:

________ motives occur when consumers anticipate a problem if they do not take preemptive action through the purchase of a product.

Gatorade's new G Series moved the brand from a hydration platform to a sports nutrition brand for serious athletes.This repositioning essentially expanded on their current brand benefit positioning into a _____ positioning strategy.

Ads for gardening products in the spring and school supplies in the fall are examples of messages focusing on ________ motives.

In addition to salient attributes,brand position diagrams should also compare brands on the basis of __________,such as overall satisfaction or social fulfillment.

Prior to deciding on the most effective selling message,the marketer can use positioning to determine:

All of the following are transformational motives EXCEPT:

With its go anywhere for $69 ad campaign,Greyhound shows how inexpensively one can travel especially when compared to the cost of flying.Greyhound is using positioning by:

A _____ positioning strategy is possible when the brand can claim and deliver on the most salient benefits.

What is the distinction between the brand's positioning strategy and its actual brand image?

Which of the following is NOT one of the ways that marketers use the multiattribute model to persuade attitudes of target audiences regarding brand characteristics?

When consumers do not strongly believe that the brand possesses a particular important attribute,the market will attempt to:

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