Deck 6: Brand Positioning Strategy Decisions

Question 1

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

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.

Answer 1

C

Question 2

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

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

Answer 2

A

Question 3

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

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

Answer 3

C

Question 4

Brand position diagrams should show a comparison of competing brands on the basis of ________

A) consumers' salient beliefs.
B) consumers' aspirations.
C) previous response to advertising.
D) salient attributes.

Question 5

What is the distinction between the brand's positioning strategy and its 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 6

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

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 7

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

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 8

The market position of a firm represents:

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 9

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

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

Question 10

According to the chapter's opening vignette,Tassimo's new ads featured a "live" barcode of people dressed in black and white to represent the barcode on their distinctive T-Discs.This is an example of Tassimo's new:

A) technological advances.
B) attempts to offer a healthy coffee alternative.
C) sales strategy.
D) brand positioning strategy.

Question 11

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

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 12

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

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

Question 13

While developing its market positioning strategy:

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 14

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

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

Question 15

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

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

Question 16

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

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.

Question 17

A market positioning statement:

A) reflects the firm's market share in relation to the competition.
B) provides direction for each of the marketing mix decision areas.
C) concerns both the business and consumer markets.
D) divides potential segments into viable targets.

Question 18

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

Question 19

Brand position indicates its:

A) relative market share
B) location on store shelves
C) image
D) distribution intensity

Question 20

_____ 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.

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

Question 21

The headline on the ad for Broilmaster Grill read,"The Most Durable Grill Known to Man." Broilmaster is using a positioning strategy based on:

A) product class
B) end benefit
C) brand name
D) competitor

Question 22

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

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

Question 23

Black & Decker introduced its Snakelight as an innovative solution to the problem of trying to hold a flashlight while working.This is an example of positioning by:

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

Question 24

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

Question 25

Marketers will sometimes focus on additional brand benefits that have not been communicated previously.This multiattribute strategy is called:

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

Question 26

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:

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

Question 27

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

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

Question 28

New Balance,which advertises that their shoes are best used for the court,for running,or for walking,is using positioning based on:

A) brand name
B) product category
C) usage situation
D) product user

Question 29

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

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

Question 30

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?

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

Question 31

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

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

Question 32

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

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

Question 33

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.

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

Question 34

With end benefit positioning,marketers make a direct link between a particular brand attribute and the consumer's:

A) brand preference
B) product awareness
C) usage situation
D) derived benefit

Question 35

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

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

Question 36

A(n)_____ positioning strategy occurs where the individual is motivated for social or individual reasons,and the ads emphasize how good the consumer feels while using the brand.

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

Question 37

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.

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

Question 38

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

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

Question 39

The Florida Orange Juice Commission's advertising campaign based around the slogan,"It's not just for breakfast anymore," reflects positioning by:

A) product user
B) usage situation
C) product category
D) cultural symbol

Question 40

Hellmann's "Real Food Movement" emphasized the fact that the mayonnaise was made from only pure ingredients,unlike other sandwich spreads.Prior to this,consumers had chosen spreads based mainly on taste.This focus on the health benefits of "real" food was an attempt to:

A) influence attribute beliefs
B) influence attribute importance
C) influence negative beliefs
D) influence brand recognition

Question 41

All of the following are transformational motives EXCEPT:

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

Question 42

Hellmann's used the healthy positioning of its "Real Food Movement" campaign to partition the market according to:

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

Question 43

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

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

Question 44

All of the following are informational motives EXCEPT:

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

Question 45

The need to reposition a brand comes from the analysis of each of the following EXCEPT:

A) demographic changes
B) competitive dynamics
C) management structure
D) stage in the product's life cycle

Question 46

Consumers looking for a shampoo to help with their dandruff problems are exhibiting:

A) sensory gratification motives
B) social approval motives
C) normal depletion motives
D) problem removal motives

Question 47

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

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

Question 48

In light of consumers' beliefs that all banks were pretty much the same,Scotiabank repositioned itself on the basis of enhanced financial services.After building loyalty among its own customers,it used the phrase "You're richer than you think" to differentiate itself from other banks and connect with:

A) lobby groups
B) category non-users
C) new home buyers
D) other brand loyals

Question 49

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

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 50

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

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 51

Ingrained brand attitudes and consumer familiarity with the market structure makes ________ difficult to achieve.

A) brand repositioning
B) sensory gratification
C) perception monitoring
D) response evaluation

Question 52

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

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

Question 53

Informational motives are:

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 54

Markets are partitioned by each of the following EXCEPT:

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

Question 55

Consumers who visit websites to gather information while searching for a replacement computer might be considered to be:

A) brand switchers.
B) inquisitive.
C) loyal customers.
D) non-category users.

Question 56

McDonald's has historically employed __________ with communication directed to children featuring Ronald McDonald,while parents received messages of the special time they could enjoy with their family.

A) repositioning
B) positioning
C) multiple target audiences
D) single target audiences

Question 57

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

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

Question 58

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

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

Question 59

________ 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.

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