Question 1

Around the beginning of fall each year,about 1.1 million turkey hunters all over Canada start looking at catalogues for the perfect item to guarantee that this year they will kill a wild turkey,the most elusive game bird on the North American continent.The devoted turkey stalker can stock up on everything from camouflaged turkey hunting socks,turkey licence plate holders,vests with huge pockets for toting dead birds,and hunting videos to turkey decoys,turkey earrings,and turkey callers.Neil Cost is considered the best manufacturer of turkey callers in the world.It is his only product,and each is highly prized by turkey hunters.It is not unusual for a turkey hunter to pay $5,000 for one of Cost's callers.
-Refer to Turkey Hunting Equipment.Given that the wild turkey hunters number approximately 2.7 million,which segmentation criterion does the group meet?

Accepted Answer

The segment is large enough to warrant developing and maintaining it as a target market.

Question 2

The advertisements for Torengos tortilla chips that come in cans like Pringles deliberately compare the product to Frito-Lay's Tostitos tortilla chips and ask if you really prefer broken chips.What is Torengos being positioned by?

Accepted Answer

Torengos is compared to its competition-Tostitos.

Question 3

For an engagement ring,Keishail would rather have a diamond than a cubic zirconium because the diamond is marketed as the only way to show someone that you really love her and are sincere about your commitment to her.Which of these indicates how it is positioned by?

Accepted Answer

Stressing the communication skills of a diamond as a way to prove True love is positioning by use.

Question 4

The closer together two brands are on a perceptual map which of the following is the most likely result?

Accepted Answer

If two products are close on a perceptual map,then consumers are perceiving them to be similar,even if the products actually are not.

Question 5

H&R Block launched a $100 million marketing campaign to parlay the company's intimate knowledge of 20 million customers' finances into other services such as mortgages and investment advice.Block has great brand recognition,but consumers care about it only four months out of the year.What do its executives believe they can use to make people think of it as a company offering services year-round?

Accepted Answer

Repositioning means changing the customers' perception of a brand in relation to competing brands.

Question 6

The Play It Again Sports chain carries all kinds of sports equipment at much lower prices than the typical sporting goods store.Typically,merchandise sold in the store has little,if any,wear.By being both a way for people to get rid of unwanted equipment and a source of new-to-you equipment,what is Play It Again Sports emphasizing?

Accepted Answer

Product position is the potential customers' overall perception of a brand,product line,or organization in general,and refers to the place a product occupies in consumers' minds relative to competing offerings.

Question 7

Ad campaigns by Aleve pain reliever emphasize the fact that to get the same relief offered by one Aleve,you would need to take six aspirin or Tylenol and four Advil.Which positioning base are these promotions using?

Accepted Answer

Positioning against competitors is a positioning strategy.

Question 8

Chandler Kumar owns two antique stores.One is in an upscale neighbourhood,and its merchandise is artfully arranged and priced to indicate product rarity.The other is in a run-down strip mall and contains some of the same type of merchandise,but the items are left in open boxes and placed haphazardly on shelves.Customers of either store have entirely different perceptions of the stores and would be surprised to know Kumar operates each of them.Which of the following best describes the type of differing strategy he is using?

Accepted Answer

Product position is the potential customers' overall perception of a brand,product line,or organization in general,and refers to the place a store occupies in consumers' minds relative to competing offerings.

Question 9

Cable companies are facing competition for TV customers who once had no choice but cable if they wanted to see more than local programs.In the face of this competition from satellite,which type of strategy are cable companies using to show that they have become customer oriented?

Accepted Answer

Repositioning is changing consumers' perception of a brand in relation to its competitors.

Question 10

What could Jell-O use to determine if consumers perceive a void in snacks that are easy to handle and wholesome,and if customers think Jell-O Pudding Pops would fill that void?

Accepted Answer

The attributes of "easy to handle" and "wholesome" would be perceived as significant attributes.

Question 11

Mattel is trying several different strategies to sustain brand growth in slow markets.It has developed a line of high-fashion clothes to be sold under the Barbie label as well as a perfume for preteen girls.In another move,it announced Barbie would "spend some time apart" from Ken,her long-term male doll companion.In addition,Mattel has developed a line of women's clothing under the Barbie label.Sales of Barbie were flat in 2005 and fell in 2006.What is Mattel doing to the Barbie brand in order to grow?

Accepted Answer

Repositioning is changing consumers' perceptions.Mattel wants the Barbie brand to be viewed as a variety of products-not just the doll and its accoutrements.

Question 12

What is product positioning the process of?

Accepted Answer

Product positioning is the process of creating the desired image of the firm's product with respect to its competition in the target market. It involves identifying the unique selling point of the product and highlighting it to make it stand out from competitors in the minds of consumers. A company may position its product based on its price, quality, features, benefits, or any other attribute that sets it apart from the competition.

Question 13

For years,chickens sold in grocery stores were perceived to be a rather generic product-one brand of chicken was much like another.Then Maple Leaf Foods began an advertising campaign to tell consumers its brand of chicken was more tender and a better choice.What did Maple Leaf bring to the marketing of chickens?

Accepted Answer

Product differentiation strategy is a positioning strategy that firms use to distinguish their products from those of competitors.

Question 14

Products such as bleaches,painkillers,unleaded regular gasoline,and some soaps are distinguished by minor differences,such as brand names,packaging,colour,smell,or "secret" additives.With these products,marketers attempt to convince customers their product is significantly different from the others and should therefore be demanded over competing brands.What are these marketers using?

Accepted Answer

Marketers are using product differentiation to convince customers that their product is significantly different from competing brands despite minor differences.

Question 15

Around the beginning of fall each year,about 1.1 million turkey hunters all over Canada start looking at catalogues for the perfect item to guarantee that this year they will kill a wild turkey,the most elusive game bird on the North American continent.The devoted turkey stalker can stock up on everything from camouflaged turkey hunting socks,turkey licence plate holders,vests with huge pockets for toting dead birds,and hunting videos to turkey decoys,turkey earrings,and turkey callers.Neil Cost is considered the best manufacturer of turkey callers in the world.It is his only product,and each is highly prized by turkey hunters.It is not unusual for a turkey hunter to pay $5,000 for one of Cost's callers.
-Refer to Turkey Hunting Equipment.How would wild turkey hunters be defined?

Accepted Answer

A group of individuals sharing one or more characteristics (in this case,love of wild turkey hunting)that cause them to have relatively similar product needs is called a market segment.

Question 16

The difference between the one-to-one marketing approach and the traditional mass marketing approach can be compared to the difference between which of the following?

Accepted Answer

Firing a rifle is a precise and targeted approach, whereas firing a shotgun is more scatter-shot and indiscriminate. Similarly, one-to-one marketing focuses on targeting individual customers with personalized messages, while traditional mass marketing sends a broad message to a large audience.

Question 17

Recent research of cell phone features (e.g. ,calendar,push-to-talk,text messaging)has been completed.Which of the following describes how the data were plotted? It has axes ranging from low- to high-technological advancement and high-entertainment to high utility to show how the products are perceived by consumers and is done in two-dimensions.

Accepted Answer

Perceptual mapping is a means of displaying,in two or more dimensions,the location of products in the customers' minds.

Question 18

When the Sara Lee Bakery Group introduced Iron Kids Crustless bread (to save parents the time and effort of slicing the crusts off sandwiches),what was it using?

Accepted Answer

The purpose of product differentiation is to distinguish one firm's products from another's.

Question 19

What is the term for the development of a specific marketing mix to influence potential customers' overall perception of a brand,product line,or organization in general,and is related to the place a product occupies in consumers' minds relative to competing offerings?

Accepted Answer

The term for the development of a specific marketing mix to influence potential customers' overall perception of a brand, product line, or organization in general, and is related to the place a product occupies in consumers' minds relative to competing offerings is called positioning. Option A (market differentiation) refers to the process of distinguishing a product or service from others in the market, Option B (diversification) refers to the expansion of a company into new markets, and Option C (combination marketing) is not a commonly used marketing term.

Question 20

The Mammoth Company is the largest provider of utilities in a region.It has also been accused of being the biggest source of industrial air pollution in the area.The Mammoth Company is trying to change consumer perception of the company by sponsoring a series of television programs on how to preserve our environment.What is the company hoping the programming will lead to?

Accepted Answer