Question 1

A perceptual map refers to
A)a framework used to compare one firm's product offerings with another firm's offerings in relationship to their relative market share.
B)a framework used to demonstrate the growth or decline of specific market segments within an industry.
C)a means of displaying or graphing in two dimensions the location of products or brands in the minds of consumers to enable a manager to see how consumers perceive competing products or brands, as well as its own product or brand.
D)a framework to relate the market segments of potential buyers to the products offered or potential marketing actions by an organization.
E)the place a product occupies in a single consumer's mind on unimportant attributes relative to competitive products.

Accepted Answer

A perceptual map is a visual representation of how consumers perceive brands or products in relation to each other. It is a tool used to identify gaps or opportunities in the market and to develop positioning strategies. By plotting different brands or products on a map based on consumer perceptions of various attributes, managers can see how their own brand or product is positioned relative to competitors and identify areas where they may need to improve or differentiate. Therefore, choice C is the correct answer.

Question 2

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A)an outdated concept that assigns product value by association with social class.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. This includes factors such as quality, price, features, and benefits. It's about how consumers view the product and its value proposition relative to other products in the market.

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

A means of displaying or graphing in two dimensions the location of products or brands in the minds of consumers to enable a manager to see how consumers perceive competing products or brands, as well as its own product or brand, is referred to as a
A)perception matrix.
B)growth-share matrix.
C)market-product grid.
D)perceptual map.
E)product differentiation chart.

Accepted Answer

A perceptual map is a visual tool used to display the perceptions and preferences of consumers towards products or brands in two dimensions. It is helpful for managers to analyze the competitive landscape and identify opportunities for product differentiation. The other options, such as the growth-share matrix and market-product grid, are helpful for analyzing a company's portfolio and competitive position, but do not specifically address consumer perceptions.

Question 5

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

Repositioning means changing the way consumers perceive a product or brand in their minds. So, the dairies' attempt to change the way adults thought about chocolate milk fits with the definition of repositioning.

Question 6

Differentiation positioning requires a product to
A)emphasize unique product attributes to compete directly with competitors.
B)compete directly with competitors on similar product attributes in the same target market.
C)compete with competitors on similar product attributes but in a different market.
D)seek a less-competitive, smaller market niche in which to locate a brand.
E)develop marketing actions to move a product or brand to an ideal position.

Accepted Answer

The answer of Differentiation positioning requires a product to
A)emphasize unique...

Question 7

"For upscale American families who desire a carefree driving experience, Volvo is a premium-priced automobile that offers the utmost in safety and dependability" is a __________ statement for Volvo in North America.
A)perception
B)positioning
C)market-product
D)vision
E)differentiation

Accepted Answer

The statement is describing the positioning of Volvo in the North American market, highlighting their premium pricing and focus on safety and dependability for affluent families.

Question 8

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 product repositioning to change the way consumers thought about its applesauce as a replacement for cooking oil in baking. This involved changing the product's positioning in the minds of consumers from being solely a dinnertime side dish to a healthier option for baking.

Question 9

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

The answer of Changing the place an offering occupies in...

Question 10

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 similar products in the same market.

Question 11

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 definition provided in the question is a clear description of product positioning. It is the process of establishing an image or identity of a product, relative to its competitors, in the minds of consumers. Options A, B, C, and E do not accurately describe the given definition.

Question 12

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 is effective when a company has a clear advantage over competitors in terms of the key product attributes valued by customers. The goal is to position the brand as a superior choice based on these attributes.

Question 13

A graph displaying consumers' perceptions of product attributes in two dimensions is referred to as a
A)perceptual map.
B)perception matrix.
C)growth-share matrix.
D)market-product grid.
E)product differentiation chart.

Accepted Answer

A graph displaying consumers' perceptions of product attributes in two dimensions is called a perceptual map. This tool helps marketers to understand how consumers perceive different brands and products in the market and identify opportunities for product differentiation. The other options are either unrelated or not appropriate for a graph displaying consumers' perceptions of product attributes.

Question 14

Some Timex wristwatches can be purchased for less than $30 while Rolex wristwatches may carry a price tag of several thousand dollars. In general, consumers view Timex watches as being dependable, relatively accurate, and inexpensive timepieces that can be purchased in drug stores, discount stores, and department stores. The Rolex brand is perceived as an expensive status symbol distributed in fine jewelry stores or specialty shops. By using distinctly different pricing and distribution strategies, the marketers of Rolex watches
A)compete for the same segment through different channels of distribution.
B)develop similar products as Timex but under different names.
C)use a differentiation positioning strategy.
D)compete for the same customers through similar retail outlets.
E)create cognitive dissonance in consumers who purchased Timex wristwatches.

Accepted Answer

The marketers of Rolex watches use a differentiation positioning strategy by positioning their brand as a luxury item with a higher price point and distributing it in fine jewelry stores or specialty shops, while Timex is positioned as a dependable, accurate, and less expensive option available in drug stores, discount stores, and department stores. They are targeting different customer segments with different needs and desires.

Question 15

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

A single customer segment will likely require a variety of products.

Question 16

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 off 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 involves changing the place or image that a product has in consumers' minds relative to competitive products. It involves altering one or more of the marketing mix elements, such as the product features, price, promotion, or distribution, in order to change the target market's perception of the product. It can be done to appeal to new segments, to differentiate the product from competitors, or to respond to changes in customer preferences or market conditions. A market-product grid is a tool used for market segmentation and targeting, not for repositioning, so option B is incorrect. Option A refers to positioning, which is related to but different from repositioning. Option D is about product divestment, not repositioning. Option E refers to competitive advantage, but it is not a definition or explanation of product repositioning.

Question 17

In the sneaker business, Heelys practiced __________ positioning when it introduced a line of Heelys sneakers that came with an imbedded, detachable wheel in the shoe's heel marketed to young teens.
A)head-to-head
B)parallel market
C)lateral
D)repositioning
E)differentiation

Accepted Answer

The marketing strategy of offering a unique feature (the imbedded, detachable wheel in the shoe's heel) to appeal to a specific target market (young teens) demonstrates differentiation positioning.

Question 18

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, which is the approach described in the question. The other options (perceptual, psychological, differentiation, and market) do not involve this direct competition with similar products.

Question 19

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 refers to two or more companies competing directly with each other in the same market, offering similar products with similar features and benefits. This is applicable to Reebok and Nike in the athletic shoe market, as they both target customers who value technologically advanced products.

Question 20

__________ 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 refer to the efficiencies gained by targeting multiple customer segments with a single product or marketing effort, while product synergies refer to the efficiencies gained by producing multiple products using common components or technology. In this scenario, the statement suggests that designing and manufacturing a variety of products to meet the needs of a single customer segment (product synergies) may come at the expense of marketing efficiencies (marketing synergies).

Quiz 8: Market Segmentation, Targeting, and Positioning

A perceptual map refers to

Product positioning refers to

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

A means of displaying or graphing in two dimensions the location of products or brands in the minds of consumers to enable a manager to see how consumers perceive competing products or brands, as well as its own product or brand, is referred to as a

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.

Differentiation positioning requires a product to

"For upscale American families who desire a carefree driving experience, Volvo is a premium-priced automobile that offers the utmost in safety and dependability" is a __________ statement for Volvo in North America.

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

Head-to-head positioning requires a product to

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

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

A graph displaying consumers' perceptions of product attributes in two dimensions is referred to as a

Marketing synergies often come at the expense of product synergies because

Product repositioning refers to

In the sneaker business, Heelys practiced __________ positioning when it introduced a line of Heelys sneakers that came with an imbedded, detachable wheel in the shoe's heel marketed to young teens.

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.

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

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.