Deck 6: Brand Positioning Strategy Decisions

Question 1

Which of the following illustrates how the use of positioning in a marketing communication context is distinct from positioning in a marketing strategy context?

A) A marketer will use IMC tools that speak to a very specific target audience with a particular competitive reference point.
B) Only the communication positioning is relevant to the target market.
C) A marketer will use the same message and set of IMC tools with every target segment in order to ensure integrated communication.
D) There is no distinction.

Answer 1

A

Question 2

Brand position diagrams should show a comparison of competing brands on the basis of:

A) salient attributes
B) consumers' salient beliefs
C) consumers' aspirations
D) previous response to advertising

Answer 2

A

Question 3

A strategy relates to the intended image of the product or brand relative to a competing brand.

A) brand positioning
B) differentiation
C) concentration
D) market positioning

Answer 3

A

Question 4

The key factor in communicating information about the brand and differentiating it from competitors is:

A) the market positioning strategy assigned by its manufacturer
B) its integrated promotional strategy
C) the benefits the brand offers
D) its perceived price differential

Question 5

All of the following are steps in the development of a brand positioning strategy decision process EXCEPT:

A) determine brand positioning strategy
B) develop a market partition
C) assess consumer income levels
D) assess brand position

Question 6

Prior to deciding on the most effective selling message, the marketer can use positioning to determine:

A) the most inexpensive media buy, and then develop messages accordingly
B) whether specific brand characteristics are as relevant to consumers as price
C) their relative market share in comparison to the competition
D) what competitive space the brand is competing in, as illustrated in a perceptual map

Question 7

Beliefs concerning specific attributes or benefits that are activated and form the basis of an attitude are referred to as:

A) salient benefits
B) salient attitudes
C) salient beliefs
D) salient attributes

Question 8

In addition to salient attributes, brand position diagrams should also compare brands on the basis of , such as overall satisfaction or social fulfillment.

A) personal needs assessment
B) salient benefits to the consumer
C) communication effectiveness
D) previous purchase decisions

Question 9

The market position of a firm represents:

A) an expansion of the consumer's past impressions of the firm's marketing efforts
B) the way that the company has responded to the competition
C) the intended or unintended consumer belief in the organization's marketing efforts
D) the firm's position in the global economy

Question 10

The criteria for market partitioning include the type of product, end benefit, usage situation, and:

A) brand name
B) individual choice
C) salient attitude
D) competitive position

Question 11

What is the distinction between the brand's positioning strategy and its actual brand image?

A) A well-conceived brand positioning strategy will guarantee a strong brand image in the hearts and minds of consumers.
B) Competitive activity will impact on brand positioning strategy but not actual brand image.
C) Brand image is determined by actual sales figures.
D) Actual brand image is the target audience's overall assessment of the brand versus what brand management had intended them to feel and think about the brand.

Question 12

Brand position indicates its:

A) location on store shelves
B) distribution intensity
C) image
D) relative market share

Question 13

Which of the following is NOT a good example of a specific competitive space within a broader product category?

A) Windows Surface vs. iPads within the personal computer category
B) sport coupés within the camping category
C) chocolate bars within the chocolate category
D) anti-dandruff shampoos within the shampoo category

Question 14

When preparing perceptual maps, marketers will name the vertical and horizontal axes based on _.

A) consumers' salient beliefs
B) quality and price only
C) previous response to advertising
D) salient attributes

Question 15

A market positioning statement:

A) reflects the firm's market share in relation to the competition
B) divides potential segments into viable targets
C) concerns both the business and consumer markets
D) provides direction for each of the marketing mix decision areas

Question 16

Peter has been asked to partition the restaurant market by brand. Which of the following would NOT be an appropriate sub-division of this market by brand?

A) casual vs fine dining
B) Chinese vs Mexican cuisine
C) drive-through vs dine in
D) family dining vs corporate occasion

Question 17

The first step in the development of a brand positioning strategy is:

A) assess competitors' position
B) determine brand positioning strategy
C) assess brand position
D) develop a market partition

Question 18

HP is partitioning the laptop market into work vs pleasure. They are partitioning by:

A) end benefit
B) usage situation
C) type of product
D) brand name

Question 19

While developing its market positioning strategy:

A) the firm considers as many feasible options as possible in order not to miss a market opportunity.
B) the firm generally chooses the market with the fewest competitors.
C) the marketer will choose a single category in which to compete.
D) the marketer will emphasize the improvement of product appearance.

Question 20

The market position diagram is also called a(n) _.

A) opportunity diagram
B) perception indicator
C) perceptual map
D) research plot

Question 21

With its go anywhere for $69 ad campaign, Greyhound shows how inexpensively one can travel especially when compared to the cost of flying. Greyhound is using positioning by:

A) brand name
B) cultural symbols
C) product attributes
D) product category

Question 22

The Florida Orange Juice Commission's advertising campaign based around the slogan, "It's not just for breakfast anymore," reflects positioning by:

A) product category
B) product user
C) cultural symbol
D) usage situation

Question 23

Brand awareness, purchase intention, changes in consumer perception, and advertising are all factors considered in this stage of the brand positioning strategy decision process:

A) develop a market position
B) monitor brand positioning strategy
C) implement brand positioning strategy
D) assess brand position

Question 24

Apple Computers positioned itself as user friendly and thus gained an advantage over IBM. Apple used positioning by:

A) product user
B) brand name
C) end benefit
D) cultural symbols

Question 25

A(n) _ positioning strategy is possible when the brand can claim and deliver on the most salient benefits.

A) central brand
B) brand name
C) end benefit
D) product category

Question 26

New Balance, which advertises that their shoes are best used for the court, for running, or for walking, is using positioning based on:

A) product category
B) brand name
C) usage situation
D) product user

Question 27

Via Rail is in competition with the airlines and uses positioning by:

A) product category
B) brand name
C) usage situation
D) distribution intensity

Question 28

The decisions within the brand positioning strategy are based on market definition, differential advantage, target audience brand attitude, and:

A) competitive activities
B) demographic changes
C) consumer purchase motive
D) economic considerations

Question 29

Cheerios ran competitive ads that suggested people eat the cereal as a snack while watching TV, instead of chips and other salty products. This is an example of positioning by:

A) salient attribute
B) brand name
C) end benefit
D) product category

Question 30

Shoppers Drug Mart positions its Life Brand products as a leader within the generic drug store brand category. Shoppers is using a positioning strategy.

A) user
B) differential brand
C) product category
D) central brand

Question 31

The headline on the ad for Broilmaster Grill read, "The Most Durable Grill Known to Man." Broilmaster is using a positioning strategy based on:

A) end benefit
B) product class
C) brand name
D) competitor

Question 32

With end benefit positioning, marketers make a direct link between a particular brand attribute and the consumer's:

A) derived benefit
B) brand preference
C) product awareness
D) usage situation

Question 33

Walmart has been very effective in positioning itself as a store that offers quality products at a very good price. Their strategy reflects positioning based on:

A) product category
B) brand name
C) psychographic segmentation
D) demographic segmentation

Question 34

Which of the following is NOT an example of a base for implementing a positioning strategy?

A) product category
B) brand name
C) usage situation
D) distribution intensity

Question 35

Multiattribute models are used to gauge consumer attitudes toward a brand and the importance of the brand's _ to the consumer's purchase decision.

A) benefits
B) promises
C) sales
D) name

Question 36

Gatorade's new G Series moved the brand from a hydration platform to a sports nutrition brand for serious athletes. This repositioning essentially expanded on their current brand benefit positioning into a positioning strategy.

A) brand attitude
B) brand name
C) user
D) product category

Question 37

A&W's advertising focuses on their use of 100% beef raised without hormones or steroids in their hamburgers, a fact that seems to resonate positively with consumers.
A&W are using a _ _ positioning strategy.

A) central brand
B) user
C) product category
D) brand benefit

Question 38

DC Shoes emphasized the fact that their skateboard shoes minimize heel bruising when doing tricks, which is important to hardcore skaters. DC was using a _ positioning strategy.

A) brand name
B) central brand
C) product category
D) user

Question 39

Black & Decker introduced its Snakelight as an innovative solution to the problem of trying to hold a flashlight while working. This is an example of positioning by:

A) salient attitudes
B) end benefit
C) product category
D) brand name

Question 40

A(n) _ positioning strategy occurs where the individual is motivated for social or individual reasons, and the ads emphasize how good the consumer feels while using the brand.

A) user
B) product category
C) end benefit
D) central brand

Question 41

Hellmann's "Real Food Movement" emphasized the fact that the mayonnaise was made from only pure ingredients, unlike other sandwich spreads. Prior to this, consumers had chosen spreads based mainly on taste. This focus on the health benefits of "real" food was an attempt to:

A) influence attribute beliefs
B) influence attribute importance
C) influence brand recognition
D) influence negative beliefs

Question 42

Marketers will sometimes focus on additional brand benefits that have not been communicated previously. This multiattribute strategy is called:

A) add new attribute belief
B) add attribute beliefs
C) influence attribute importance
D) influence brand functionality

Question 43

motives are based on the product providing a positive experience via one of the five senses.

A) Sensory gratification
B) Social approval
C) Incomplete satisfaction
D) Normal depletion

Question 44

Informational motives are:

A) based on non-users' states
B) based on the consumer's neutral state
C) based on the consumer's negative state
D) based on the consumer's normal state

Question 45

Ingrained brand attitudes and consumer familiarity with the market structure makes ________ difficult to achieve.

A) brand repositioning
B) response evaluation
C) sensory gratification
D) perception monitoring

Question 46

Bounty paper towels' claim to be "the quicker picker-upper" is an attempt to:

A) influence attribute importance
B) influence attribute beliefs
C) influence attribute belief of competitor brand
D) add new attribute benefits

Question 47

Hellmann's used the healthy positioning of its "Real Food Movement" campaign to partition the market according to:

A) end benefit
B) product category
C) usage situation
D) brand name

Question 48

When consumers do not strongly believe that the brand possesses a particular important attribute, the market will attempt to:

A) influence attribute beliefs
B) add a new attribute belief
C) influence brand functionality
D) influence attribute importance

Question 49

Which of the following is NOT one of the ways that marketers use the multiattribute model to persuade attitudes of target audiences regarding brand characteristics?

A) influence attribute belief of competitor brand
B) influence brand functionality
C) influence attribute importance
D) influence attribute beliefs

Question 50

The model studies consumer attitudes toward the brand, their beliefs about a brand's performance, the number of brand attributes, and the importance attached to each attribute.

A) attribute consideration
B) brand belief
C) multiattribute attitude
D) competitive positioning

Question 51

Ads for sunscreen in the summer and sidewalk salt in the winter are examples of messages focusing on motives.

A) social approval
B) mixed approach-avoidance
C) normal depletion
D) problem avoidance

Question 52

All of the following are transformational motives EXCEPT:

A) incomplete satisfaction
B) sensory gratification
C) social approval
D) intellectual stimulation or mastery

Question 53

All of the following are informational motives EXCEPT:

A) problem removal
B) incomplete satisfaction
C) social approval
D) normal depletion

Question 54

motives occur when consumers anticipate a problem if they do not take preemptive action through the purchase of a product.

A) Incomplete satisfaction
B) Sensory gratification
C) Problem removal
D) Problem avoidance

Question 55

Dawn dish detergent claims to remove grease residue that other detergents leave behind. This focuses on consumers' motives.

A) mixed approach-avoidance
B) social approval
C) incomplete satisfaction
D) normal depletion

Question 56

Consumers looking for a shampoo to help with their dandruff problems are exhibiting:

A) social approval motives
B) sensory gratification motives
C) problem removal motives
D) normal depletion motives

Question 57

Markets are partitioned by each of the following EXCEPT:

A) competitive dynamics
B) brand name
C) usage situation
D) end benefit

Question 58

Comparative advertising based on specific product attributes is an attempt to:

A) influence attribute importance
B) influence attribute beliefs
C) add new attribute benefits
D) influence attribute belief of competitor brand

Question 59

motives are active for consumers in purchase situations where they enjoy some elements of a product but dislike other parts and are seeking alternative solutions.

A) Problem avoidance
B) Mixed approach-avoidance
C) Incomplete situation
D) Problem removal

Question 60

Each of the following scenarios is an example of repositioning EXCEPT:

A) Tetley tea began associating its flavours to different moods a consumer might have prior to consumption.
B) Subaru Outback reversed sales declines by suggesting that consumers deserved to be outdoors more.
C) Mercedes-Benz capitalizes on precision German engineering.
D) Molson re-introduced its Canadian Light brand as Canadian 67, to focus on the caloric content of the beer.

Question 61

In light of consumers' beliefs that all banks were pretty much the same, Scotiabank repositioned itself on the basis of enhanced financial services. After building loyalty among its own customers, it used the phrase "You're richer than you think" to
Differentiate itself from other banks and connect with:

A) lobby groups
B) other brand loyals
C) category non-users
D) new home buyers

Question 62

Dove changed the face of the personal care market with its Campaign for Real Beauty, in which the brand took a position with their focus on "real beauty" rather than "cosmetic beauty."

A) brand benefit
B) differential
C) user
D) central

Question 63

Organizations often involve themselves in sponsorship activities to signal that they are socially responsible. This is especially effective when positioning:

A) corporate brands
B) competitively inferior brands
C) consumer services
D) business-to-business products

Question 64

When Philadelphia cream cheese educated consumers on how to cook with the product, it partitioned the market according to:

A) end benefit
B) usage situation
C) brand name
D) product category

Question 65

Subaru Outback took a position when they showed viewers that life outdoors was better than sitting at home.

A) brand benefit
B) differential
C) user
D) central

Question 66

Reactine's "Fluffy Kittens" ad repositioned the brand using a

A) multiple target
B) problem-solution strategy.
C) purchase frequency
D) sensory gratification

Question 67

McDonald's has historically employed with communication directed to children featuring Ronald McDonald, while parents received messages of the special time they could enjoy with their family.

A) single target audiences
B) repositioning
C) positioning
D) multiple target audiences

Question 68

Consumers who visit websites to gather information while searching for a replacement computer might be considered to be:

A) brand switchers
B) inquisitive
C) non-category users
D) loyal customers