Deck 6: Market Targeting and Strategic Positioning

Question 1

Positioning shows how the company or brand is differentiated from its competitors.

Answer 1

True

Question 2

New entrants in an emerging market can use disruptive technologies to attract buyers away from incumbent firms.

Answer 2

True

Question 3

Doubtful positioning occurs when frequent changes and contradictory messages confuse customers regarding the positioning of the brand.

Answer 3

False

Question 4

 The number of competitors in a(n) _____ market initially consists of the first market entrant and one or two other firms.

A) emerging
B) maturing
C) declining
D) growing

Question 5

 The total sales and profits of a product will decline after it reaches the maturity stage.

Question 6

 Product-markets that are newly formed are categorized as _____ and are created by factors such as a new technology or the identification of unmet needs by suppliers. 

A) growing
B) emerging
C) mature
D) declining

Question 7

Segment targeting is used more extensively than product differentiation in marketing.

Question 8

An experiential positioning concept applies to products that solve consumption-related problems for externally generated consumption needs.

Question 9

 Product specialization involves offering buyers a product differentiated from competitors' products. 

Question 10

 Which of the following market targeting approaches best fits extensive targeting in a clearly defined market segment?

A)Product variety
B) Target selected niches
C) Target multiple segments
D) Product specialization

Question 11

 Naturo-All Foods Inc.provides products that appeal to middle-class buyers who have strong value preferences for natural foods and are willing to pay premium prices for the products that are often not available from other grocery retailers.This segment of customers is Naturo-All Foods Inc.'s _____.

A) focus group
B) affiliate network
C) mass market
D) market target

Question 12

 Product-markets that experience rapid growth are referred to as emerging market.

Question 13

 Growing product-markets are shifting from growth to maturity,as indicated by the product life cycles of the products.

Question 14

Large,well-established companies are more likely to enter a new product-market than are new enterprises.

Question 15

 Which of the following market targeting approaches best fits selective targeting in a segment not clearly defined? 

A) Product variety
B) Target selected niches
C) Target multiple segments
D) Product specialization

Question 16

Which of the following is true about the life cycle of a typical product?

A) Profits are highest in the emerging phase of the product-market.
B) Total profits increase after the product reaches the maturity stage.
C) Sales are highest during the growth period.
D) Profits fall off before sales as the product reaches maturity.

Question 17

 A(n)_____ is a life product life cycle stage where the product-market is actually fading away instead of experiencing a temporary fall or cyclical changes.

A) emerging product-market
B) maturing product-market
C) declining product-market
D) growing product-market

Question 18

 The global market strategy of _____ considers the extent to which standardized products and other strategy elements can be designed to compete on a global basis,and buyers are targeted without regard to national boundaries and regional preferences.

A) segmentation
B) buffering
C) local responsiveness
D)integration

Question 19

 The _____ decision identifies the people or organizations in a product-market toward which a firm directs its positioning strategy. 

A) market targeting
B) employer branding
C) domain selecting
D) strategic sifting

Question 20

 Which of the following is a characteristic of emerging markets?

A) Sales are highest in this stage of the product life cycle.
B) Factors that drive market growth are clearly defined at this stage.
C) Market segments are most defined at this stage.
D) Profits are not obtained at this stage of the product life cycle.

Question 21

Which of the following positioning concepts is most commonly utilized by luxury brands?

A) Functional positioning
B) Experiential positioning
C) Expedient positioning
D) Symbolic positioning

Question 22

The positioning _____ is the positioning initiative which combines marketing program (mix) policies used to portray the positioning desired by management to the targeted buyers.It includes the product (good or service),supporting services,distribution channels,price,and promotion actions taken by the organization.

A) effectiveness
B) concept
C) strategy
D) location

Question 23

_____ occurs when customers have only vague ideas about the company and its products and do not perceive anything distinctive about them.

A) Doubtful positioning
B) Overpositioning
C) Underpositioning
D) Confused positioning

Question 24

Bruckners and Co.is a fine writing instruments company that manufactures different products like pencils,pens,oil pastels,and other writing accessories.A recent study conducted by Bruckners on their product positioning revealed that most customers were only aware of Bruckners' Artisan line of pencils,which were particularly marketed for sketch artists.Which of the following positioning errors is affecting the Artisan brand?

A) Overpositioning
B) Underpositioning
C) Confused positioning
D) Doubtful positioning

Question 25

 Which of the following describes doubtful positioning?

A) When frequent changes and contradictory messages confuse customers regarding the positioning of the brand
B) When the claims made for the product or brand are not regarded as credible by the customer
C) When customers have too narrow an understanding of the company,product,or brand
D) When customers have only vague ideas about the company and its products and do not perceive anything distinctive about them

Question 26

 Explain how test marketing can help assess positioning effectiveness. 

Question 27

The positioning _____ indicates management's desired positioning of the product (brand) in the eyes and minds of the targeted buyers.

A) strategy
B) concept
C) effectiveness
D) location

Question 28

 Elaborate on the scope of using positioning strategies.

Question 29

 Explain the consumer behavior of buyers in mature markets affecting brand management. 

Question 30

Lambasta is a burger joint that claims to specialize in lamb burgers.Over the past year,Lambasta has experimented in different products wherein they stopped making some of their flagship lamb burgers and replaced them with chicken burgers.The Lambasta website,which claims Lambasta to be "the only legitimate lamb burger joint in town," increasingly provides special offers on their chicken burgers.Their core customer base and profits have steadily declined ever since.Which of the following types of positioning errors is affecting Lambasta?

A) Underpositioning
B) Overpositioning
C) Symbolic positioning
D) Confused positioning

Question 31

A(n) _____ positioning concept applies to products that solve consumption-related problems for externally generated consumption needs.

A) functional
B) lateral
C) symbolic
D) experiential

Question 32

 Briefly explain the four life cycle stages of the product-market environment.

Question 33

 The _____ positioning concept is used to position products that provide sensory pleasure,variety,and/or cognitive stimulation. 

A) material
B) functional
C) experiential
D) symbolic

Question 34

 Identify and discuss the three possible targeting strategies in growth markets.

Question 35

 _____ positioning applies to products that relate to the buyer's internally generated need for self-enhancement,role position,group membership,or ego-identification.

A) Iconic
B) Symbolic
C) Functional
D) Experiential