Question 1

Positioning that involves competing directly with competitors on similar product attributes in the same target market is referred to as
A)competitive repositioning.
B)position downsizing.
C)differentiation positioning.
D)head-to-head positioning.
E)product distinction positioning.

Accepted Answer

Head-to-head positioning involves directly competing with competitors on similar product attributes in the same target market. This strategy requires a clear understanding of the target market and the competitors' strengths and weaknesses.

Question 2

In an Apple market-product grid for its personal computer line, the iMac is popular among all the segments Apple can target. This allows Apple to enjoy
A)segmentation synergies.
B)marketing synergies.
C)product synergies.
D)the 80/20 rule.
E)frequency marketing.

Accepted Answer

Product synergies occur when a product, like the iMac, appeals to multiple market segments, allowing the company to streamline production and marketing efforts across those segments.

Question 3

A positioning approach that involves seeking a less competitive, smaller market niche in which to locate a brand is referred to as
A)competitive repositioning.
B)head-to-head positioning.
C)differentiation positioning.
D)downsize positioning.
E)product repositioning.

Accepted Answer

The answer of A positioning approach that involves seeking a...

Question 4

In an Apple market-product grid for its personal computer line, the professional segment of medium/large businesses seems willing to purchase all of the items in Apple's product line. This allows Apple to enjoy cost savings due to
A)segment differentiation.
B)marketing synergies.
C)product synergies.
D)segment repositioning.
E)product differentiation.

Accepted Answer

Marketing synergies occur when selling multiple products to the same market segment results in cost savings or increased sales due to shared marketing efforts. In this case, Apple is able to enjoy cost savings by selling all of its personal computer products to the professional segment of medium/large businesses.

Question 5

Which of the following competitors mentioned in the textbook should the owner of a Wendy's restaurant monitor closely due to its explosive growth in the number of current and proposed locations-one that is or may soon be near this Wendy's?
A)Burger King
B)In-N-Out Burger
C)McDonald's
D)Five Guys
E)Smashburger

Accepted Answer

Five Guys has been mentioned in the textbook as a fast-growing competitor, and it has been expanding rapidly in recent years with a large number of current and proposed locations. Therefore, the owner of a Wendy's restaurant should monitor Five Guys closely to stay aware of the competition in the market.

Question 6

In the athletic shoe market, Reebok and Nike practice __________ positioning since both manufacturers vie for the same customers with technologically advanced products.
A)psychological
B)perceptual
C)differentiation
D)head-to-head
E)market

Accepted Answer

Head-to-head positioning is when a company directly competes with another company that offers similar products to the same target market. Reebok and Nike both strive to offer technologically advanced athletic shoes and compete directly with each other for customers, thus exemplifying head-to-head positioning.

Question 7

Two key types of synergies are
A)supplier and distributor synergies.
B)marketing and product synergies.
C)industry-dominated and consumer-dominated.
D)product and production synergies.
E)consumer and market synergies.

Accepted Answer

Recognizing opportunities for key synergies-that is,efficiencies-is vital to success in selecting target market segments and making marketing program decisions.Two key synergies are marketing and product,which represent an opportunity for efficiency in terms of a market segment and product in the form of research and development (R&d)and production.

Question 8

Product positioning refers to
A)an outdated concept that assigns product value by association with social class.
B)the place a product offering occupies in consumers' minds on important attributes.
C)the competitive advantage of one product over another.
D)changing the place a product occupies in a consumer's mind relative to competitive products.
E)using a market-product grid to place products in their appropriate places on that grid to identify potential untapped markets.

Accepted Answer

Product positioning refers to the place a product offering occupies in consumers' minds on important attributes. The goal of positioning is to establish the product's unique selling proposition and differentiate it from competitors in a way that is relevant to a target market.

Question 9

Marketing synergies often come at the expense of product synergies because
A)product synergies are more effective for penetrating a market rather than creating one.
B)multiple market segments usually require multiple products.
C)it is easier to change a product than to completely develop a new marketing plan.
D)a single customer segment will likely require a variety of products.
E)no company can afford to do both at the same time.

Accepted Answer

The answer of Marketing synergies often come at the expense...

Question 10

One approach to positioning a new product in a market is __________ positioning, which involves competing directly with competitors on similar product attributes in the same target market.
A)perceptual
B)head-to-head
C)psychological
D)differentiation
E)market

Accepted Answer

Head-to-head positioning involves directly competing with competitors on similar product attributes in the same target market. This approach is useful when the product is similar to existing offerings and the goal is to grab market share from competitors.

Question 11

Mott's used an advertising campaign to change the way consumers thought about its applesauce from a dinnertime side dish to a replacement for cooking oil in baking. The advertising message was that using applesauce in baking cuts calories and makes the resulting baked good healthier. Mott's used a __________ strategy.
A)product repositioning
B)perceptual mapping
C)product positioning
D)product differentiation
E)psychographic

Accepted Answer

Mott's used a product repositioning strategy to change the way consumers perceive its applesauce from a dinnertime side dish to a healthier alternative to cooking oil in baking. They focused on highlighting the health benefits of using applesauce in baking, which is a new positioning for the product.

Question 12

The place a product occupies in consumers' minds on important attributes relative to competitive products is referred to as
A)product repositioning.
B)relative positioning.
C)competitive positioning.
D)product positioning.
E)selective perception.

Accepted Answer

The description provided in the question refers to product positioning, which is the process of creating an image of a product in consumers' minds relative to other products in the market. The other options are either incorrect or incomplete in their descriptions.

Question 13

When considering the quick-service restaurant competition, it will be most important for Wendy's to consider not only the offerings of Burger King, McDonald's, Five Guys, and other hamburger chains but also the
A)meals at golf and country clubs.
B)dormitory meal plans at surrounding colleges and universities.
C)items for sale at gas stations and convenience stores.
D)local farmer's markets that sell produce.
E)nearly every food item sold at local grocery stores.

Accepted Answer

Wendy's should consider the items for sale at gas stations and convenience stores as they often sell quick and convenient food options that can compete with traditional fast-food chain options. These options may include burgers, hot dogs, and sandwiches, which could potentially lure customers away from Wendy's if they perceive these options to be of similar quality and price. Additionally, these options are often placed in highly visible, high-traffic areas, making them convenient and easily accessible to potential customers.

Question 14

In the early 1980s, Apple, Inc., was often called "Camp Runamok" because
A)every employee was encouraged to do his or her own thing.
B)it was concentrating on laptops while everyone else was concentrating on personal computers.
C)all the employees were so young, so they often played more than they worked.
D)there were no coherent product lines targeted at identifiable market segments.
E)its personal computers were running amok with viruses, spyware, and other problems.

Accepted Answer

Apple, Inc., was often called "Camp Runamok" because there were no coherent product lines targeted at identifiable market segments.

Question 15

Doris Lewis owns Lewis Edibles, Inc., a company that makes Tongue Tinglin' BBQ Sauce. She wants to target local people who like the special blend of flavors found only in North Carolina barbecue sauce. In developing a marketing strategy to sell the sauce, Lewis decided to join Goodness Grows in North Carolina, a specialty food association that advertises local products and distributes them to local supermarkets and gourmet shops. Lewis has just
A)formed a market segment using critical product features.
B)formed products to be sold into groups.
C)developed a market-product grid and estimating size of markets.
D)taken a marketing action to reach a target market segment.
E)formed prospective buyers into segments.

Accepted Answer

By joining Goodness Grows in North Carolina and advertising the product to local supermarkets and gourmet shops, Doris Lewis is taking a marketing action to reach her target market segment of local people who enjoy North Carolina barbecue sauce.

Question 16

Changing the place an offering occupies in consumers' minds relative to competitive products is referred to as
A)product placement.
B)perceptual mapping.
C)product positioning.
D)product repositioning.
E)product differentiation.

Accepted Answer

Product repositioning involves changing the perception of a product in the minds of consumers relative to competing products.

Question 17

__________ often come at the expense of __________ because a single customer segment will likely require a variety of products, each of which will have to designed and manufactured.
A)Product synergies; marketing synergies
B)Marketing synergies; product synergies
C)Supplier synergies; consumer synergies
D)Distributor synergies; supplier synergies
E)Marketing synergies; finance synergies

Accepted Answer

Marketing synergies, such as targeting a particular customer segment, may require the development of multiple products to meet the unique needs and preferences of that segment. This can increase manufacturing and design costs, which may come at the expense of product synergies, such as the ability to design and manufacture products efficiently and at a lower cost by leveraging common components and technologies across different products.

Question 18

Recently, U.S. dairies, struggling to increase milk sales, tried to change the way adults thought about chocolate milk. The dairies wanted to __________ chocolate milk in the minds of adult consumers.
A)segment
B)differentiate
C)explain
D)promote
E)reposition

Accepted Answer

The use of the word "reposition" specifically implies that the dairies wanted to change the perception or image of chocolate milk in the minds of adult consumers.

Question 19

Head-to-head positioning requires a product to
A)compete with products from competitors of the same size and country of origin.
B)compete with competitors on similar product attributes but in a different market.
C)compete with competitors on similar product attributes in the same market.
D)compete against very similar products from its own company.
E)compete against a single competitor with an identical offering.

Accepted Answer

Head-to-head positioning involves competing with competitors on similar product attributes in the same market. This means that the product is directly competing with other products in the same category and market, and it must differentiate itself based on specific attributes such as price, quality, or features.

Question 20

Product repositioning refers to
A)the place a product offering occupies in consumers' minds on important attributes.
B)using a market-product grid to place products in their appropriate places on that grid to identify potential untapped markets.
C)changing the place an offering occupies in consumers' minds relative to competitive products.
D)the practice of selling a firm's least successful product line and redirecting that revenue into a totally new product.
E)the competitive advantage of one product over another.

Accepted Answer

Product repositioning means changing the place an offering occupies in consumers' minds relative to competitive products. This involves making changes to the marketing mix, such as the product, price, promotion, and distribution, to alter consumers' perceptions of the product and differentiate it from competitors.

Quiz 9: Market Segmentation Targeting and Positioning

Positioning that involves competing directly with competitors on similar product attributes in the same target market is referred to as

In an Apple market-product grid for its personal computer line, the iMac is popular among all the segments Apple can target. This allows Apple to enjoy

A positioning approach that involves seeking a less competitive, smaller market niche in which to locate a brand is referred to as

In an Apple market-product grid for its personal computer line, the professional segment of medium/large businesses seems willing to purchase all of the items in Apple's product line. This allows Apple to enjoy cost savings due to

Which of the following competitors mentioned in the textbook should the owner of a Wendy's restaurant monitor closely due to its explosive growth in the number of current and proposed locations-one that is or may soon be near this Wendy's?

In the athletic shoe market, Reebok and Nike practice __________ positioning since both manufacturers vie for the same customers with technologically advanced products.

Two key types of synergies are

Product positioning refers to

Marketing synergies often come at the expense of product synergies because

One approach to positioning a new product in a market is __________ positioning, which involves competing directly with competitors on similar product attributes in the same target market.

The place a product occupies in consumers' minds on important attributes relative to competitive products is referred to as

When considering the quick-service restaurant competition, it will be most important for Wendy's to consider not only the offerings of Burger King, McDonald's, Five Guys, and other hamburger chains but also the

In the early 1980s, Apple, Inc., was often called "Camp Runamok" because

Changing the place an offering occupies in consumers' minds relative to competitive products is referred to as

often come at the expense of because a single customer segment will likely require a variety of products, each of which will have to designed and manufactured.

Recently, U.S. dairies, struggling to increase milk sales, tried to change the way adults thought about chocolate milk. The dairies wanted to __________ chocolate milk in the minds of adult consumers.

Head-to-head positioning requires a product to

Product repositioning refers to