Question 1

When a company provides its advertising agency with a statement about a new product to use in designing an advertising campaign, and this statement includes a description of the target market, the product type, the primary benefits of using the product, and how this product is different from, and better than, competitive products, what type of statement is this?
A) Qualifying
B) Positioning
C) Determining
D) Clustering
E) Combining

Accepted Answer

Some firms use a template like that discussed above to guide the creation of a positioning statement.

Question 2

"Positioning" might cause a marketing manager to:
A) introduce a new product for a segment with unsatisfied needs.
B) change a product's promotion to make its image fit more closely with the needs and attitudes of the target market.
C) shift attention to another market segment where competition is weaker.
D) physically change his or her product to compete more effectively with a competitor aiming at the same target market.
E) Any of these could be true.

Accepted Answer

Physical changes to a product, or image changes based on promotion, could be a result of positioning. Also, introducing a new product or shifting attention to another less competitive segment are possible moves.

Question 3

When doing "positioning," a marketing manager should:
A) avoid targeting strategies.
B) focus on specific product features of all generic competitors.
C) rely on how customers think about proposed and/or existing brands in a market.
D) plan physical product changes rather than image changes.
E) None of these is a good choice.

Accepted Answer

Positioning refers to how customers think about proposed or present brands in a market. Managers ask consumers to make judgments about different brands including their "ideal" brand.

Question 4

Which of the following statements is True regarding positioning?
A) Positioning refers to how managers think about proposed or present brands in a market.
B) Positioning issues are not important when competitors in a market appear to be very similar.
C) Usually, the positions of products are related to six or seven product features that are important to product managers.
D) None of these statements is true.

Accepted Answer

Positioning usually focuses on specific product features and brands that are close competitors in the product-market and that are related to two or three product features that are important to product managers. Positioning refers to how customers, not managers, view brands in a market.

Question 5

Which of the following statements about positioning is FALSE?
A) Positioning often makes use of techniques such as perceptual mapping.
B) Positioning refers to how customers think about proposed or present brands in a market.
C) Positioning issues are especially important when competitors in a market are highly dissimilar.
D) Positioning helps marketing managers know how customers view the firm's offering.
E) Managers make graphs for positioning decisions by asking consumers to make judgments about different brands.

Accepted Answer

Positioning analysis usually focuses on specific product features and brands that are close competitors in the product-market.

Question 6

"Positioning" is a marketing management aid that refers to:
A) how closely existing products match customers' ideal preferences.
B) how customers think about proposed and/or present brands in a market.
C) whether some products are viewed as very similar.
D) All of these are true.

Accepted Answer

Positioning refers to how customers think about proposed or present brands in a market. Positioning issues are especially important when competitors in a market appear to be very similar. Managers ask consumers to make judgments about different brands including their "ideal" brand.

Question 7

"Positioning":
A) applies to new products-but not existing products.
B) helps strategy planners see how customers view competitors' offerings.
C) is concerned with obtaining the best shelf space in retail outlets.
D) is useful for combining but not for segmenting.
E) eliminates the need for judgment in strategy planning.

Accepted Answer

Positioning refers to how customers think about proposed or present brands in a market thereby helps strategy planners see how customers view competitors' offerings.

Question 8

Business-to-business markets, with very large customers, have typically:
A) treated customers individually as segments of one.
B) mass marketed the same products to all customer segments.
C) delivered the same marketing mix to all customer segments.
D) reduced their personalization efforts to the lowest levels possible.
E) avoided applying the principles behind customer relationship management.

Accepted Answer

The ultimate in personalization occurs when firms consider each customer a unique segment. Business-to-business markets, with very large customers, have typically treated customers individually as "segments of one."

Question 9

Ford Motor Co. asks members of its target market to rate its cars and those of General Motors and Chrysler on a 7-point scale in terms of two dimensions (comfortable seats and engine power) so that it can establish a quadrant-grid map of these ratings. What type of analysis is Ford conducting?
A) Positioning
B) Combining
C) Qualifying
D) Dimensional
E) Insight management

Accepted Answer

Positioning maps are based on customers' perceptions-the actual characteristics of the products might be different.

Question 10

When PepsiCo asked its advertising agency to develop an advertising program for its Mountain Dew soft drink, it gave the agency a statement describing the age and fun-loving spirit of its target market and the one-of-a-kind citrus flavor of the new product, what type of statement was this?
A) Clustering
B) Determining
C) Combining
D) Positioning
E) Qualifying

Accepted Answer

A positioning statement concisely identifies the firm's desired target market, product type, primary benefit (or point of differentiation), and the main reasons a buyer should believe the firm's claims.

Question 11

Customer relationship management (CRM) helps consumer marketers:
A) limit their personalization efforts.
B) treat all submarkets as a single huge market.
C) reduce their focus on local customers.
D) deliver different marketing mix to different customer segments.
E) ignore the differences in the needs and preferences of target customers.

Accepted Answer

Customer database stores information that is useful for segmentation. Analytic software aids in identifying customer segments, so that each can be delivered a different marketing mix.

Question 12

Which of the following statements about positioning is FALSE? Positioning techniques:
A) position products on a graph based on price level and quantity demanded.
B) require a firm to collect data about consumer perceptions of products.
C) are sometimes called "perceptual mapping" techniques.
D) typically rely on a "product space" diagram to show the relationship among various products.
E) may use information about consumers' "ideal" products, so that the preferences of different segments of consumers can be considered.

Accepted Answer

Managers make the graphs for positioning decisions by asking consumers to make judgments about different brands including their "ideal" brand and then use computer programs to summarize the ratings and plot the results. But managers do not position products on a graph based on price level and quantity demanded.

Question 13

Positioning analysis
A) helps managers understand the actual characteristics of their products.
B) is not a product-oriented approach.
C) is a visual aid to understanding a product-market.
D) shows that managers and customers usually view present brands similarly.
E) always leads a firm to segmenting and not combining.

Accepted Answer

A positioning analysis is a product-oriented approach that helps managers understand how customers see products. The actual characteristics of the products may be quite different from customer perceptions, and managers and customers may view the brands quite differently. Positioning analysis is a visual aid. It may lead to combining rather than segmenting.

Quiz 4: Focusing Marketing Strategy With Segmentation and Positioning

"Positioning" might cause a marketing manager to:

When doing "positioning," a marketing manager should:

Which of the following statements is True regarding positioning?

Which of the following statements about positioning is FALSE?

"Positioning" is a marketing management aid that refers to:

"Positioning":

Business-to-business markets, with very large customers, have typically:

Ford Motor Co. asks members of its target market to rate its cars and those of General Motors and Chrysler on a 7-point scale in terms of two dimensions (comfortable seats and engine power) so that it can establish a quadrant-grid map of these ratings. What type of analysis is Ford conducting?

When PepsiCo asked its advertising agency to develop an advertising program for its Mountain Dew soft drink, it gave the agency a statement describing the age and fun-loving spirit of its target market and the one-of-a-kind citrus flavor of the new product, what type of statement was this?

Customer relationship management (CRM) helps consumer marketers:

Which of the following statements about positioning is FALSE? Positioning techniques:

Positioning analysis