Deck 8: Differentiation and Brand Positioning

Question 1

In order to collect data about customers' perceptions for brands in the competitive set,quantitative research is carried out first followed by qualitative research.

Answer 1

False

Question 2

Physical comparisons are primarily based on market rather than technical data.

Answer 2

False

Question 3

The speed of a computer system is an example of a complex physical attribute.

Answer 3

True

Question 4

Brand positioning comprises both competitive and customer considerations.

Question 5

Readily available data is used typically for perceptual positioning.

Question 6

Physical differences are not stressed in the marketing mix of effective brand positioning initiatives.

Question 7

Many dimensions are considered in perceptual positioning.

Question 8

At the company or business unit level,positional analyses are useful to determine how an entire company or business unit is positioned relative to its competitors.

Question 9

Perceptual positioning has a technical orientation and uses objective measures.

Question 10

Deposit safety is considered a determinant attribute if it does not play a major role in helping customers differentiate among various banks.

Question 11

Physical positioning is the best approach to provide a complete picture of relative positions in an industry.

Question 12

Perceptual attributes of products are directly related to physical characteristics of the products.

Question 13

Positioning ultimately occurs in customers' minds.

Question 14

The first step in the positioning process of goods and services is identifying the set of determinant attributes.

Question 15

The intangible nature of services makes it easier for marketers to position them successfully.

Question 16

Complex physically based attributes refer to physical dimensions such as quality,power,and size.

Question 17

Proenvironment positioning seeks to portray a company as a good citizen.

Question 18

A consumer can typically evaluate a product better on the basis of what it is than what it does.

Question 19

Perceptual attributes must be considered in positioning most products.

Question 20

Product features are often used in physical product positioning.

Question 21

Identify a product for which physical comparisons are most likely to be an essential step in undertaking a positioning analysis?

A)Online storage solution
B)Airline
C)Telecom service
D)Industrial machine

Question 22

Value curves indicate how products within a category compare in terms of the level,high or low,of as many attributes as are relevant.

Question 23

Physical positioning is different from perceptual positioning as physical positioning:

A)requires marketing research.
B)has limited number of dimensions.
C)has readily available data.
D)represents impact of communication.

Question 24

Perceptual positioning is different from physical positioning as perceptual positioning:

A)is measured in an objective manner.
B)is consumer oriented.
C)has a large number of dimensions.
D)represents impact of product specifications.

Question 25

Brand equity refers to the value created by establishing customer preference for one's brand.

Question 26

The positioning grid provides a visual representation of the positions of various products or brands in the competitive set typically in terms of two determinant attributes.

Question 27

A value proposition is explicit about what the product does for the customer.

Question 28

Which of the following is true of physical positioning?

A)It is based primarily on market data rather than technical datA.
B)Physical positioning is most suited for services.
C)It helps define the structure of competition.
D)Customer perceptions are best measured in physical positioning.

Question 29

Most successful products are positioned based on one or,at most,two determinant attributes.

Question 30

In conjoint analysis,customers are surveyed and asked their preferences among various real or hypothetical product configurations,each with attributes that are systematically varied.

Question 31

Using price as one dimension of a positioning grid is typically very useful.

Question 32

_____ allows a marketer to take advantage of and be responsive to differences customers in one market segment have with customers in other segments.

A)Product standardization
B)Brand positioning
C)Benchmarking
D)Process standardization

Question 33

Competing directly against the market leaders on the basis of attributes appropriated by larger competitors is one of the most effective strategies.

Question 34

A value proposition is written in the classical approach.

Question 35

Excel Motor Co.succeeded in convincing adult women through advertising that their automobiles are safe,comfortable,and has off-the-road abilities.This result is an outcome of _____ positioning.

A)technical
B)perceptual
C)physical
D)objective

Question 36

If shifts in the market environment cause customers to reduce the importance they attach to a current determinant attribute,marketers may have difficulty repositioning a brand with an intensely perceived position on that attribute.

Question 37

Barney feels that the cars made by Blue Wheels Ltd.are fast,swift,easy to maintain,and user-friendly compared to other car brands.The marketing team of Blue Wheels Ltd.has been modeling its communication to leave such an impression in customers' minds.These perceptions are referred to as:

A)market penetration.
B)market development.
C)brand positioning.
D)extensive perceptions.

Question 38

Crafting strategies involves making choices about what not to do,as well as what to do.

Question 39

Perceptual positioning:

A)requires marketing research.
B)has a technical orientation.
C)use readily available data.
D)has large number of dimensions.

Question 40

Positioning decisions only set the foundation for the development and implementation of effective marketing programs.

Question 41

A popular movie actor promotes a camera and its various features.Which of the following attributes is used in this instance?

A)Endorsement
B)Comparison
C)Ingredients
D)Manufacturing process

Question 42

A _____ analysis can simultaneously identify distinct market segments as well as the perceived positions of different brands.

A)perceptual
B)conjoint
C)factor
D)market positioning

Question 43

In _____,customers are surveyed and asked their preferences among various real or hypothetical product configurations,each with attributes that are systematically varied.

A)conjoint analysis
B)factor analysis
C)perceptual mapping
D)positioning analysis

Question 44

Which of the following is an example of an essentially abstract attribute that buyers will consider when buying a car?

A)Roominess
B)Price
C)Power
D)Prestige

Question 45

The limitation of product positioning analysis is that:

A)the results are ambiguous and difficult to interpret.
B)data collection is complex and open to error.
C)few analysts are qualified to interpret this kind of analysis.
D)it does not provide information on which positions are most appealing to customers.

Question 46

Sunshine Supermarket positions itself as a store that provides the least expensive household products.Which of the following attributes is used in positioning the goods of the store?

A)Ingredients
B)Price
C)Parentage
D)Manufacturing process

Question 47

A company wants to generate a visual depiction of the positions of various products or brands in the competitive set by using two or three determinant attributes.Which of the following is best suited for this purpose?

A)Perceptual map
B)Gantt chart
C)Value curve
D)Conjoint analysis

Question 48

Which of the following perceptual attributes are influenced by physical characteristics that are not related to them in any direct way?

A)Simple physically based attributes
B)Price of offerings
C)Essentially abstract attributes
D)Complex physically based attributes

Question 49

_____ indicates how products within a category compare in terms of the level,high or low,of as many attributes as are relevant.

A)Conjoint analysis
B)Perceptual map
C)Value curve
D)Positioning grid

Question 50

Which of the following is the first step in the product positioning process?

A)Identifying determinant attributes to define product space
B)Collecting information from a sample of customers
C)Analyzing intensity of a product's current position
D)Identifying relevant set of competitive products

Question 51

Which of the following provides a visual representation of the positions of various products or brands in the competitive set typically in terms of two determinant attributes?

A)Conjoint analysis
B)Gantt chart
C)Value curve
D)Perceptual map

Question 52

Click Phones Inc.manufactures user-friendly cell phones.High user-friendliness has led to high demand for the company's phones among older consumers.In this case,user-friendliness is an example of a _____ attribute.

A)complex physically based
B)essentially abstract
C)price-based
D)simple physically based

Question 53

Infinitea Ltd.stresses that their tea helps people get rid of excessive weight and increases concentration skills.Which of the following attributes is emphasized in this instance?

A)Comparison
B)Usage
C)Benefit
D)Parentage

Question 54

Marketing decision-makers seeking to win a particular position in customers' minds are endowing their brand with a simple physically based attribute when they use:

A)a single physical dimension such as power or size.
B)price and cost as dimensions.
C)many abstract attributes.
D)large number of physical characteristics.

Question 55

In situations where one or a limited number of brands dominate a product class in the minds of consumers,the main opportunity for competitors generally lies in:

A)obtaining a position within a market segment not dominated by a leading brand.
B)competing head-on against the leaders on the basis of product attributes.
C)competing with the existing bands and companies by providing low costs.
D)obtaining a position within the industry as a firm that uses cost-based pricing effectively.

Question 56

Which of the following is an example of a complex physically based attribute that buyers will consider when buying a car?

A)Power
B)Price
C)Size
D)Roominess

Question 57

Arrow Bank has instructed its employees to take printouts only when it is essential and customers are given e-statements instead of paper statements.The company advertises this aspect of business and markets itself as a green company.The company is using _____ positioning in this case.

A)endorsement
B)proenvironment
C)ingredient
D)comparison

Question 58

Positron Computers Inc.uses technologies such as braille mirroring,which enables visually impaired individuals to use computers.The company uses this special technology to position the product.Identify the attribute the company is using in this case to position the product.

A)Comparison
B)Manufacturing process
C)Feature
D)Ingredient

Question 59

Marketers should rely primarily on _____ attributes to define product space in a positioning analysis.

A)determinant
B)common
C)competitor
D)objective

Question 60

Positioning analysis at the product category level examines customer perceptions about:

A)new applications for existing products.
B)types of products customers might consider as substitutes.
C)a brand compared to other existing brands.
D)types of products users might consider to complement the product category.

Question 61

The position chosen by a firm should:

A)reflect the future attractiveness of the target market.
B)be based on a low-price approach to the market.
C)be based on the features of the competing products.
D)reflect the major features of the most important products.

Question 62

Explain the concept of brand positioning.

Question 63

What do researchers hope to learn by comparing the preferences of customers in different segments with their perceptions of the positions of existing brands?

Question 64

Mention the tools required to develop a clear understanding of the positioning of the existing brands in the competitive set.

Question 65

Which of the following is true about using price as a key dimension on positioning a brand?

A)It is typically not very useful unless price is a key driver of the marketing strategy.
B)It is the most effective positioning strategy.
C)It is recommended primarily for services rather than goods.
D)It is typically very useful if producers of substitute products are doing it.

Question 66

List the steps in the positioning process.

Question 67

Got Mail Inc.is a courier company.The company ensures the packages of their customers are delivered within 24 hours.This form of service is not practiced by other courier companies and it provides the company an edge over its competitors.This aspect is the organization's:

A)unique selling proposition.
B)conjoint measurement.
C)peripheral attribute.
D)uni-dimensional attribute.

Question 68

Which of the following is the most important feature that should be present in a positioning statement or a value statement?

A)Benefits of the product
B)Product features
C)Product attributes
D)Disadvantages of the product

Question 69

Describe the categorization of attributes that should be endowed by marketing decision makers in their brands.

Question 70

Which of the following steps in the product positioning process concludes the analysis portion of the positioning process and crystallizes the decision about the positioning a brand should hold?

A)Collecting information from a sample of customers about their perceptions
B)Identifying the set of determinant attributes that defines the product space
C)Writing a positioning statement or a value proposition
D)Considering fit of possible positions with customer needs and segment attractiveness

Question 71

Which of the following is the last step in the product positioning process?

A)Identifying the set of determinant attributes that defines the product space
B)Analyzing intensity of a product's current position
C)Writing a positioning statement or a value proposition
D)Collecting information from a sample of customers about their perceptions

Question 72

Positioning statements and value propositions should create a _____ to reflect the basis on which the marketer intends to win sustainable competitive advantage by differentiating the product from others in its competitive space.

A)multidimensional scale
B)unique selling proposition
C)feature list
D)conjoint measurement

Question 73

The positioning statement or value proposition should state:

A)the disadvantages of using the product.
B)all features of the product.
C)the benefits that users will obtain.
D)most important attributes of the product.

Question 74

List the common determinant attributes of positioning.

Question 75

Explain the importance of physical positioning.

Question 76

Distinguish between positioning at the company level,product category level,and brand level.

Question 77

Mention some of the constraints imposed by holding an intense position?

Question 78

Distinguish between a positioning statement and a value proposition.

Question 79

In the classical approach of writing the desired positioning for a product,a _____ is written.

A)positioning statement
B)positional proposition
C)factor analysis
D)positional forecast

Question 80

Explain the method of writing a positioning statement or a value proposition.