Question 1

While most automobile companies want to be viewed as being stylish or safe, Subaru appealed to dog owners in a series of innovative advertisements. This was part of Subaru's:

Accepted Answer

Subaru's approach to appeal to dog owners through innovative advertisements is an example of positioning strategy, where the company aims to occupy a distinct place and value in the target consumers' minds compared to its competitors, focusing on being appealing to pet owners.

Question 2

What is repositioning? Give an example.

Accepted Answer

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Question 3

When Volvo attempted to revamp its brand image by signing an endorsement deal with NBA player Jeremy Lin, they were focusing on:

Accepted Answer

Volvo was attempting to reposition its brand image in the minds of consumers by associating with Jeremy Lin, aiming to appeal to a broader or different demographic than it previously did.

Question 4

When Terry's promotes their orange-flavoured chocolate as a Christmas treat, they are positioning on:

Accepted Answer

Terry's is positioning their orange-flavoured chocolate based on a specific occasion, which in this case is Christmas. This strategy involves marketing a product as particularly suitable for or associated with a specific event or time, aiming to increase its appeal during that period.

Question 5

The process that marketers follow to develop distinctive images or clearly defined "brand personalities" to distinguish them from competitors is known as:

Accepted Answer

Positioning is the process marketers use to create a distinct image or identity for a product, brand, or organization in the minds of the target market, distinguishing it from competitors.

Question 6

The name Pepsi-Cola can communicate expectations about product attributes by activating a schema.

Accepted Answer

The name "Pepsi-Cola" activates a schema related to soft drinks, which can communicate expectations about its taste, carbonation, and use as a beverage, influencing consumer perception and expectations about the product's attributes.

Question 7

When Jane, a typical shopper, looks at a search page, her eye travels across the top of the search result, returns to the left of the screen, and they travels down to the last item shown without scrolling. Marketers refer to this as the:

Accepted Answer

The term "golden triangle" refers to the pattern observed in eye-tracking studies where users' attention primarily focuses on the top left corner of a search results page, then moves across the top and down the left side, forming a triangle shape. This area is where users pay the most attention, making it highly valuable for marketers.

Question 8

What is the principle of closure?

Accepted Answer

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Question 9

What do marketers mean when they talk about their "positioning strategy"?

Accepted Answer

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Question 10

Perception of a brand comprise both its functional attributes and its ________ attributes.

Accepted Answer

Perception of a brand includes both its functional attributes (what it does, its utility, and its physical characteristics) and its symbolic attributes (what it represents, its image, and the emotional or cultural values it embodies for consumers). Symbolic attributes are crucial for brand differentiation and emotional connection with consumers.

Question 11

Craig believes that people derive meaning from something by isolating the individual stimuli that make it up. His view is consistent with that of gestalt.

Accepted Answer

Gestalt psychology emphasizes that the whole of anything is greater than its parts, suggesting that meaning comes from perceiving entire structures or patterns, not just from isolating individual stimuli.

Question 12

What is the main perspective of gestalt psychology? Compare and contrast principle of closure, principle of similarity, and figure-ground principle.

Accepted Answer

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Question 13

In consumer behaviour, the concept behind a product's market position implies that:

Accepted Answer

The concept behind a product's market position often involves its perceived value and significance to the consumer, which can be more about what the product represents or means to them rather than just its functional benefits. This encompasses brand image, identity, and the emotional connection a consumer might have with the product.

Question 14

What is Gestalt psychology?

Accepted Answer

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Question 15

The principle of similarity means that consumers tend to group together objects that share physical characteristics; as an example, Coca-Cola, Sprite, and Dad's Old-Fashioned Root Beer are all "carbonated soft drinks."

Accepted Answer

The principle of similarity is a gestalt psychology principle that states individuals tend to perceive elements as grouped together if they share similar attributes. In the example given, Coca-Cola, Sprite, and Dad's Old-Fashioned Root Beer are grouped together because they share the physical characteristic of being carbonated soft drinks.

Question 16

When L'Oreal promotes the fact that they offer a high quality product for a lower price, they are positioning on:

Accepted Answer

L'Oreal is emphasizing their ability to offer high quality at a lower price, which is a strategy of price leadership. This means they are positioning themselves as leaders in providing value for the price, rather than focusing on specific product attributes, the class of product, or occasions for use.

Question 17

What is the principle of similarity?

Accepted Answer

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Quiz 2: Perception