Deck 5: Positioning

Question 1

Positioning is about designing a product to have benefits that the target segment will value.

Answer 1

True

Question 2

Perceptual maps allow managers to see graphical depictions of where their brands are, and where their competitors are, in the minds of their customers.

Answer 2

True

Question 3

Alexis is in charge of designing a new product for her company. The research data she collected suggests the benefits to her target segment will be minimal. Based on this information, Alexis will have a difficult time positioning this new product.

Answer 3

True

Question 4

Positioning is about identity (i.e., who you are in the marketplace vis­à­vis the competition).

Question 5

Just as consumers are demanding, wanting the very best of everything, companies can be equally irrational.

Question 6

Low prices always result in low profitability.

Question 7

Positioning has more physical elements than perceptual ones.

Question 8

Customer segments shown on perceptual maps offer marketing managers information about what's going on in
the marketplace.

Question 9

Communication is one of the 5 Cs.

Question 10

One question always on the minds of marketers is, "Is my intended position the one that customers perceive?"

Question 11

Simultaneously being the "coolest" brand and offering the best value is a reasonable positioning objective.

Question 12

Some perceptual maps contain descriptors for a single service provider.

Question 13

Holes in perceptual maps identify areas of fierce competition among an industry's firms.

Question 14

Brands occasionally come along that are priced high but offer low quality.

Question 15

Three basic corporate strategies to creating value and achieving market stature are operational excellence, product leadership, and customer intimacy.

Question 16

On a perceptual map, brands depicted as points in the map close together are those perceived as similar.

Question 17

Positioning involves two of the marketing mix variables.

Question 18

With time, it's hard for a company to resist raising prices, or letting quality settle a little lower due to cost cutting
measures.

Question 19

Positioning typically involves modifying all the 4P elements.

Question 20

Perception is one of the 4 Ps.

Question 21

Positioning statements should be lengthy and very detailed in order to communicate efficiently.

Question 22

If a brand has an exclusive image and distribution chain, it needs to promote it as much as possible.

Question 23

Sony uses a product leadership strategy.

Question 24

Once it has positioned itself or its brand, a company must be able to communicate succinctly the parameters of that position to a single audience.

Question 25

In marketing, USP stands for unique strategic position.

Question 26

To write a good positioning statement, you need to know who you are trying to persuade.

Question 27

FedEx has a very straightforward positioning statement: "Dependable Solutions for Your Shipping Needs."

Question 28

Niche positioning is a matter of exclusivity and size.

Question 29

The three basic corporate strategies to creating value and achieving market stature were originally described by Michael Treacy and Fred Wiersema in The Discipline of Market Leaders.

Question 30

A positioning statement includes the specification of the target segment(s).

Question 31

Johnson & Johnson uses a customer intimacy strategy.

Question 32

Positioning statements should not be used as advertising taglines.

Question 33

Mark needs to write the positioning statement for Company X. One of Mark's colleagues advises him that the positioning statement needs to be clearly understood by the company's employees, shareholders, and customers ­ but NOT by the general public since this group will not be interacting with the company. Mark's colleague has offered good advice.

Question 34

To write a good positioning statement, you do not need to know who you are competing with. It's irrelevant.

Question 35

Some positioning statements are surprising in that they may NOT reflect current marketplace perceptions but rather the goals the company seeks to reach.

Question 36

Managers should NOT use a positioning statement as an internal memorandum that keeps them aligned to it as a basic guiding principle.

Question 37

An element of the positioning statement may be only implied.

Question 38

Joe's company prides itself on efficient production and delivery of products, in addition to offering low prices and
convenience to its customers. The strategy most likely being employed by Joe's company is Product Leadership.

Question 39

Southwest Airlines uses an operational excellence strategy.

Question 40

Madison serves as Vice President of Customer Experience at Company X, a large international hospitality firm with hotels and resorts around the globe. Madison's role involves catering to the specific needs and preferences of Company X's most valuable guests. Company X is most likely engaged in a Customer Intimacy strategy to create value among its guests.

Question 41

Which of the following combinations doesn't make very much sense?

A) low price and low quality
B) high price and high quality
C) heavy promotion and low (exclusive) availability
D) heavy promotion and high availability

Question 42

Customer intimacy refers to companies that .

A) pride themselves on quality and innovation
B) are willing to tailor their products to particular customer needs
C) target and position themselves high in the market
D) are good at production and delivery, and price and convenience

Question 43

Shannon is struggling to communicate who Company ABC is compared to the competition. Shannon wants to communicate that Company ABC's brand has the benefits that the target market will value. Shannon is engaged in what marketing activity?

A) segmenting
B) targeting
C) positioning
D) advertising

Question 44

Brands depicted as points in the map close together are those perceived as .

A) similar
B) different
C) expensive
D) high-quality

Question 45

Dom is reviewing a perceptual map that compares a number of jeans brands based on customer survey data. Five of the eight brands are depicted as points close together on the map. A logical conclusion Dom can draw from this perceptual map is .

A) three brands are well positioned as being diverse from all other brands
B) the five brands are viewed as most interchangeable by consumers
C) the five brands identify a "hole" in the perceptual map
D) consumers will most likely purchase more of the three brands not clustered together

Question 46

Marketers and senior managers like to see graphical depictions of where their brands are, and where their competitors are in the minds of their customers. What are these called?

A) histograms
B) perceptual maps
C) genograms
D) opinion charts

Question 47

Positioning is mostly about .

A) identity
B) physical elements
C) targeting
D) advertising

Question 48

Which of the following positioning combinations makes the most sense?

A) low price, low quality, exclusive availability, heavy promotions
B) high price, low quality, exclusive availability, heavy promotions
C) low price, high quality, exclusive availability, light promotions
D) low price, low quality, widely available, heavy promotions

Question 49

Which of the following is NOT one of three basic corporate strategies for creating value and achieving market stature?

A) operational excellence
B) product leadership
C) quality placement
D) customer intimacy

Question 50

In analyzing perceptual maps, one question always on the marketer's mind is:

A) "Is my brand optimally segmented?"
B) "Is my brand experiencing holes?"
C) "Is my brand targeted correctly?"
D) "Is my brand optimally positioned?"

Question 51

in perceptual maps offer(s) intriguing possibilities for new market opportunities.

A) Brands
B) Holes
C) Targeting
D) Positioning

Question 52

Which of the following is NOT true according to this perceptual map?

A) Customers view Lexus and Lincoln as most interchangeable of the brands.
B) The Tesla and Prius are not competing with each other.
C) People in segment 1 prefer Tesla or Prius to Lincoln or Lexus.
D) People is segment 2 seek nice luxury at inexpensive prices.

Question 53

Which of the following is NOT true based on this perceptual map?

A) Paris and Rome are seen as places where there is lots to see and do, but they're relatively expensive.
B) Nassau and Tampa are perceived as beach trips that are relatively affordable.
C) The first customer segment is very well-served.
D) The second customer segment is seeking more to do on their holiday and is not concerned about price.

Question 54

Operational excellence refers to companies that .

A) are good at production, delivery, price, and convenience
B) pride themselves on quality and innovation
C) are willing to tailor their products to particular customer needs
D) are expensive but is expected to pay off in long-term loyalty and enhanced customer lifetime value

Question 55

Product leadership refers to companies that .

A) are good at production and delivery, and price and convenience
B) are expensive but is expected to pay off in long-term loyalty and enhanced customer lifetime value
C) pride themselves on quality and innovation
D) are willing to tailor their products to particular customer needs

Question 56

If a brand has an exclusive image, it would make good sense NOT to .

A) over-promote it
B) charge a premium price
C) engage in light promotion
D) distribute through selective channels

Question 57

Which of the following is NOT one of the 5 Cs?

A) customer
B) company
C) comprehension
D) context

Question 58

If a company promotes broadly and heavily, they are probably looking to .

A) create a niche market
B) offer low prices
C) move a lot of merchandise
D) distribute through selective channels

Question 59

A CEO is considering how he wants his company to be positioned. He has thought of it as "the coolest brand" and also the one with the best value. Which of the following is true about his predicament?

A) He should definitely try to have the coolest brand.
B) He should definitely try to have the brand with the best value.
C) He can probably achieve either of these goals, but not both.
D) He can achieve both of these goals.

Question 60

Positioning involves which of the marketing mix variables?

A) Price, Promotion, Product, Place
B) Price, Promotion, Product
C) Price, Place
D) Promotion, Product, Place

Question 61

The positioning statement can serve as an internal memorandum keeping all managers aligned as a basic guiding principle in all their collective decisions, so as to enhance the likelihood of in the results of those decisions.

A) innovation
B) consistencies
C) boredom
D) excitement

Question 62

When writing a positioning statement, it is a good idea to abstract from the level of the brand's attributes to the benefits to the customer.

A) concrete
B) impractical
C) intangible
D) money-related

Question 63

A positioning statement should address your target segment. Anything else you'll say in the positioning statement will have meaning to customers who are not in that segment.

A) a lot of
B) no
C) very significant
D) confusing

Question 64

Once a company has decided upon its positioning, either for the corporation as a whole, or for one of its brands, it must be able to communicate the parameters of that position to .

A) succinctly, a number of audiences
B) verbosely, a number of audiences
C) succinctly, one audience
D) verbosely, one audience

Question 65

What do the letters of USP represent?

A) ultimate selling proposition
B) unique selling proposition
C) unique selling product
D) universal selling point

Question 66

"Broadcast Yourself" is what website's positioning statement?

A) Facebook
B) Myspace
C) Vimeo
D) YouTube

Question 67

Which of these companies uses a strategy of operational excellence?

A) Johnson & Johnson
B) Costco
C) Sony
D) Home Depot

Question 68

To write a positioning statement, you should answer all of the following questions EXCEPT:

A) Who are you trying to persuade?
B) Who are you competing with?
C) How are you better?
D) What are your weaknesses?

Question 69

Jen is developing the positioning statement for a new line of sunglasses. In a meeting, the marketing team tells Jen that she has succinctly and clearly expressed the competitive advantage of the new sunglasses brand. The team approves of the way Jen wants to express the brand's competitive advantage, and tells her to continue her work on fully developing the positioning statement. Which element of crafting the positioning statement has Jen's team just approved?

A) positioning
B) target marketing
C) target segmenting
D) unique selling proposition

Question 70

In his books on Competitive Strategy, discusses generic strategies driven by keeping costs down and prices competitive, leading by differentiation (e.g., excellence in quality or innovation), or when appropriate, niche positioning.

A) Mark Patton
B) Mitchell Paul
C) Matthew Pilsner
D) Michael Porter

Question 71

Which of the following is Volkswagen's long­running advertising tagline?

A) Drivers Wanted
B) The Power of Dreams
C) Think Different
D) Our clients' interests always come first.

Question 72

Who originally described the three basic corporate strategies to creating value and achieving market stature?

A) Treacy and Wiersema
B) Tracy and Wiseman
C) Thompson and Walters
D) Tisdale and Winters

Question 73

Which of these companies uses a strategy of customer intimacy?

A) Dell
B) Sony
C) Costco
D) Home Depot

Question 74

Which of these companies uses a product leadership strategy?

A) Johnson & Johnson
B) Walmart
C) Southwest Airlines
D) Nordstrom

Question 75

Volvo is most known for which of the following?

A) safety
B) extravagance
C) value
D) femininity

Question 76

When you are writing a positioning statement, if you don't have real differences and cannot see a way to create them, then you can create a difference based on .

A) image
B) the future
C) opinion
D) data

Question 77

The USP concept captures two things. One is how does your market offering dominate these other providers. What is the other?

A) what is the product category
B) what is the target segment
C) where is the product positioned
D) none of these

Question 78

"Where happiness means the world," is the positioning statement for which of the following?

A) Honda
B) Club Med
C) Disney
D) Apple

Question 79

Dell uses which of the following strategies?

A) customer intimacy
B) product leadership
C) operational excellence
D) quality placement

Question 80

Nordstrom uses which of the following strategies?

A) customer intimacy
B) product leadership
C) operational excellence
D) quality placement