Question 1

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?

Accepted Answer

Ford is conducting positioning analysis by using a quadrant-grid map to identify how its cars and those of its competitors are perceived by the target market in terms of two dimensions.

Question 2

Benefits of focusing on a specific target market (with the aid of marketing segmentation) include all the following except:

Accepted Answer

The benefits of focusing on a specific target market with marketing segmentation primarily relate to meeting customers' needs and creating a unique identity for the firm's offerings. The identification of production methods is not directly related to marketing segmentation. Therefore, option D is the correct answer.

Question 3

"Positioning" might cause a marketing manager to:

Accepted Answer

Positioning involves creating a specific image or identity for a product in the minds of the target market, which can involve introducing new products to meet unsatisfied needs, changing promotions to better align with target market attitudes, shifting focus to less competitive segments, or making physical changes to the product to compete more effectively.

Question 4

A marketer will likely need to reposition a product if:

Accepted Answer

When customers see the product as very similar to other products in the market, it is likely that the marketer will need to reposition the product to differentiate it and gain a competitive advantage.

Question 5

"Positioning":

Accepted Answer

Positioning is concerned with how customers perceive a product or service in comparison to its competitors. It helps strategy planners understand the specific niche a product or service can occupy in the market to appeal to a particular segment of customers. This is applicable to both new and existing products. It plays a vital role in market segmentation by identifying the unique selling point of a product or service that distinguishes it from its competitors. It also helps in developing marketing strategies that emphasize the strengths of the product or service to the target demographic. Obtaining the best shelf space or eliminating the need for judgment in strategy planning may play some role but are not the core concerns of positioning.

Question 6

When a company becomes aware that a new product is being test marketed by one of its competitors in St. Louis, it decides to create a similar product and rush it to market. This company can be described as a(n):

Accepted Answer

The company is creating a similar product and rushing it to market in response to a competitor's test marketing. This behavior is characteristic of a "me-too imitator," who seeks to follow the lead of successful products in the marketplace. An innovator would have already developed a unique product concept and would not be responding to a competitor's actions, and a first mover would have introduced the product before any competition emerged. A copycat is a synonym for a me-too imitator.

Question 7

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

Accepted Answer

Positioning involves all these aspects: matching products to customer preferences, influencing customer perceptions of brands, and differentiating products in the minds of consumers.

Question 8

______________ is a marketing management aid which refers to how customers think about proposed and/or present brands in a market.

Accepted Answer

Positioning refers to how a brand is perceived by customers in the market. It is a marketing management aid that helps in creating a unique image and identity for a brand in the minds of consumers. Brand familiarity refers to how well-known a brand is, market scanning is the process of gathering information about the market, market segmentation is the process of dividing the market into smaller groups based on similar characteristics, and customer relationship management (CRM) is the process of managing interactions with customers to build relationships and loyalty.

Question 9

When doing "positioning," a marketing manager should:

Accepted Answer

Positioning is the process of creating an image or identity in the minds of the target market for a particular brand or product. It involves understanding how customers perceive and think about proposed and/or existing brands in a market. Therefore, a marketing manager should rely on how customers think about the brand/product to create a unique position in the market. Avoiding targeting strategies (A) would make it difficult to identify and reach the desired target audience. Focusing only on specific product features of all generic competitors (B) is not an effective way of creating a unique position in the market. Planning physical product changes rather than image changes (D) may not always be necessary and may not address how customers perceive the brand/product.

Question 10

_____ refers to how customers think about proposed or present brands in a market.

Accepted Answer

Positioning refers to the way in which a brand is placed in the minds of consumers in relation to its competitors. It involves identifying the unique selling proposition (USP) of a brand and communicating it effectively to the target audience. Positioning helps in creating a distinctive image of the brand that differentiates it from others in the market.

Question 11

Which of the following statements is True regarding positioning?

Accepted Answer

Positioning is about how a product is perceived by the target market in relation to competitors, not just how managers think about their brands. It remains important even when competitors seem similar, as positioning can highlight or create perceived differences. Moreover, positioning often involves a broader range of factors beyond just six or seven product features important to product managers.

Question 12

Differentiating the marketing mix is important because:

Accepted Answer

All of the options listed are true. Differentiating the marketing mix allows the firm to build a competitive advantage, target specific customer groups, clarify their position with customers, and achieve desired marketing objectives through a better blend of marketing mix decisions.

Question 13

Alpine Auto Repair keeps a record of customer oil changes and sends a reminder postcard to its customers when it's time for the next oil change. This is an example of a ______ system.

Accepted Answer

This is an example of a customer relationship management system as it involves maintaining customer records and communication to improve customer satisfaction and retention.

Question 14

A detailed customer database, containing past purchases and other segmenting information, is used to focus marketing efforts on individual customers in a:

Accepted Answer

Customer relationship management (CRM) systems rely heavily on detailed customer databases to track and analyze customer behavior, purchasing patterns, and preferences in order to tailor marketing efforts to individual customers. The other options listed do not specifically focus on leveraging customer data to target and personalize marketing efforts.

Question 15

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

Accepted Answer

Positioning refers to how customers perceive and think about a brand in relation to its competitors. It involves creating a unique image and identity for a brand in the minds of target customers. The other options are not correct definitions of positioning.

Question 16

Positioning maps are based on:

Accepted Answer

Positioning maps are based on customers' perceptions of products. They represent how customers perceive different brands/ products relative to each other, based on different attributes/ characteristics. Therefore, customers' perceptions are the most important factor in creating positioning maps.

Question 17

Which of the following statements about positioning is NOT true? Positioning techniques

Accepted Answer

Positioning techniques do not typically involve positioning products on a graph based on price level and quantity demanded. Rather, they involve analyzing consumer perceptions of products and mapping out their relationships to each other.

Question 18

How customers think about the various brands in a market can be graphically represented and tracked through _____.

Accepted Answer

The graphic representation and tracking of how customers think about various brands in a market is known as market positioning. It involves identifying the target audience and determining how a brand can stand out in their minds, relative to competitors. Segmenting, targeting, and researching are related concepts but do not directly involve the graphic representation and tracking of customer perceptions. Clustering is a statistical technique used for grouping similar data points.

Question 19

Which of the following statements about positioning is NOT true?

Accepted Answer

Positioning issues are important regardless of competitors' similarity. In fact, they may be even more important when competitors are similar and differentiation is critical.

Question 20

When a customer orders a book at Amazon.com, the online retailer recommends related books that have been purchased by other customers who bought that book. Amazon is using a(n):

Accepted Answer

The answer of When a customer orders a book at...

Quiz 4: Focusing Marketing Strategy With Segmentation and Positioning

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?

Benefits of focusing on a specific target market (with the aid of marketing segmentation) include all the following except:

"Positioning" might cause a marketing manager to:

A marketer will likely need to reposition a product if:

"Positioning":

When a company becomes aware that a new product is being test marketed by one of its competitors in St. Louis, it decides to create a similar product and rush it to market. This company can be described as a(n) :

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

______________ is a marketing management aid which refers to how customers think about proposed and/or present brands in a market.

When doing "positioning," a marketing manager should:

_____ refers to how customers think about proposed or present brands in a market.

Which of the following statements is True regarding positioning?

Differentiating the marketing mix is important because:

Alpine Auto Repair keeps a record of customer oil changes and sends a reminder postcard to its customers when it's time for the next oil change. This is an example of a ______ system.

A detailed customer database, containing past purchases and other segmenting information, is used to focus marketing efforts on individual customers in a:

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

Positioning maps are based on:

Which of the following statements about positioning is NOT true? Positioning techniques

How customers think about the various brands in a market can be graphically represented and tracked through _____.

Which of the following statements about positioning is NOT true?

When a customer orders a book at Amazon.com, the online retailer recommends related books that have been purchased by other customers who bought that book. Amazon is using a(n) :