Question 1

In 2008,Apple,Inc.introduced Mobile Me,which keeps everything on a consumer's Mac,PC,iPod or iPhone on an online server Apple calls the "Cloud" so that it can be accessed at any time.Apple is catering to on-the-go consumers who use multiple platforms.This positioning strategy is based on the:
A) product class
B) price and quality
C) use or application
D) product user
E) competitor

Accepted Answer

This positioning strategy focuses on a personality or type of user.

Question 2

The Southern Company is the largest provider of utilities in the southeastern United States.It has also been accused of being the biggest source of industrial air pollution in the area.The Southern Company is trying to change consumers' perceptions of the company by sponsoring a series of television programs on how to preserve our environment.The Southern Company is hoping the programming will lead to:
A) repositioning
B) reengineering
C) demarketing
D) undifferentiated targeting
E) one-to-one marketing

Accepted Answer

Repositioning means changing the customers' perception of a brand in relation to competing brands.

Question 3

Turkey Hunting Equipment
Around the beginning of fall each year,about 2.7 million turkey hunters all over the United States start looking at catalogs for the perfect item to guarantee that this year they will kill a wild turkey,the most elusive game bird on the North American continent.The devoted turkey stalker can stock up on everything from camouflaged turkey hunting socks,turkey license plate holders,vests with huge pockets for toting dead birds,and hunting videos to turkey decoys,turkey earrings,and turkey callers.Neil Cost is considered the best manufacturer of turkey callers in the world.It is his only product,and each is highly prized by turkey hunters.It is not unusual for a turkey hunter to pay $5,000 for one of Cost's callers.
-Refer to Turkey Hunting Equipment.Wild turkey hunters would be defined as a:
A) market segment
B) market position
C) segmentation base
D) retail position
E) consumer position

Accepted Answer

A group of individuals sharing one or more characteristics (in this case love of wild turkey hunting)that cause them to have relatively similar product needs is called a market segment.

Question 4

To be successful,most businesses focus on customer service.However,the cable industry has a history of poor customer service.Cable companies are facing competition for TV customers who once had no choice but cable if they wanted to see more than local programs.In the face of this competition from direct broadcast satellites,cable companies are trying to use a _____ strategy to show that they have become customer-oriented.
A) segmentation
B) product differentiation
C) targeting
D) repositioning
E) demarketing

Accepted Answer

Repositioning is changing consumers' perception of a brand in relation to its competitors.

Question 5

Ad campaigns by Aleve pain reliever emphasize the fact that to get the same relief offered by one Aleve,you would need to take six aspirin or Tylenol and four Advil.These promotions are using the positioning base of:
A) product class
B) competitor
C) product user
D) product merits
E) price and quality

Accepted Answer

Positioning against competitors is a positioning strategy.

Question 6

Although most buyers of Honda cars are in the 40 to 60 age range,the advertising for the vehicles portrays youthful activities and targets a youth mindset.Honda's marketers are attempting to influence the _____ of Honda vehicles in consumers' minds.
A) status
B) frame
C) position
D) role
E) equity

Accepted Answer

Position is the place a product,brand,or group of products occupies in consumers' minds relative to competing offerings.

Question 7

Changing consumers' perceptions of a brand in relation to competing brands is known as:
A) positioning
B) repositioning
C) reintermediation
D) demarketing
E) reengineering

Accepted Answer

This is the goal of repositioning.

Question 8

There are a number of devices that parents can buy to prevent their children from hearing objectionable language while they watch television.ProtecTV is the only product of its kind that has an expandable dictionary.Parents can add words and phrases they find offensive,and the additional words will be deleted from soundtracks and captioning.ProtecTV uses a(n)_____ strategy.
A) repositioning
B) demarketing
C) market integration
D) undifferentiated targeting
E) product differentiation

Accepted Answer

Product differentiation is a positioning strategy that some firms use to distinguish their products from those of competitors.

Question 9

Products such as bleaches,aspirin,unleaded regular gasoline,and some soaps are distinguished by differences,such as brand names,packaging,color,smell,or "secret" additives.With these products,marketers attempt to convince customers their product is significantly different from the others and should therefore be demanded over competing brands.These marketers are using:
A) cannibalization
B) perceptual mapping
C) psychographic targeting
D) integrated marketing
E) product differentiation

Accepted Answer

Product differentiation is a positioning strategy that some firms use to distinguish their products from those of competitors.

Question 10

The place a product,brand,or group of products occupies in consumers' minds relative to competing offerings is referred to as a product's:
A) status
B) equity
C) frame
D) role
E) position

Accepted Answer

This is the definition of a product's position.

Question 11

Chandler Kumar owns two antique stores.One is in an upscale neighborhood,and its merchandise is artfully arranged and priced to indicate product rarity.The other is in a run-down strip mall and contains some of the same type of merchandise,but the items are left in open boxes and placed haphazardly on shelves.Customers of either store have entirely different perceptions of the stores and would be surprised to know Kumar operates each of them because he uses such differing _____ strategies.
A) market integration
B) segmentation
C) targeting
D) positioning
E) market combination

Accepted Answer

Positioning is developing a specific marketing mix to influence potential customers' overall perception of a brand,product line,or organization in general.

Question 12

The closer together two brands are on a perceptual map the:
A) less perceptually alike they are
B) closer their prices are
C) more objectively alike they are
D) more likely an undifferentiated marketing strategy is in effect
E) more similarly perceived by consumers they are

Accepted Answer

If two products are close on a perceptual map,then consumers are perceiving them to be similar,even if the products actually are not.

Question 13

A (n)_____ could help determine whether or not snacking consumers consider Kashi Tasty Little Crackers healthy and tasty in comparison to other brands..
A) predictive modeling
B) perceptual map
C) product positioning
D) trend analysis
E) internal marketing audit

Accepted Answer

Perceptual mapping displays,in two or more dimensions (like healthy and tasty),the location of products in the customers' minds.

Question 14

Turkey Hunting Equipment
Around the beginning of fall each year,about 2.7 million turkey hunters all over the United States start looking at catalogs for the perfect item to guarantee that this year they will kill a wild turkey,the most elusive game bird on the North American continent.The devoted turkey stalker can stock up on everything from camouflaged turkey hunting socks,turkey license plate holders,vests with huge pockets for toting dead birds,and hunting videos to turkey decoys,turkey earrings,and turkey callers.Neil Cost is considered the best manufacturer of turkey callers in the world.It is his only product,and each is highly prized by turkey hunters.It is not unusual for a turkey hunter to pay $5,000 for one of Cost's callers.
-Refer to Turkey Hunting Equipment.Given that the wild turkey hunters number approximately 2.7 million,it meets the segmentation criterion of:
A) substantiality
B) accessibility
C) reliability
D) responsiveness
E) functionality

Accepted Answer

The segment is large enough to warrant developing and maintaining it as a target market.

Question 15

Which of the following is a means of displaying or graphing,in two or more dimensions,the location of products,brands,or groups of products in customers' minds?
A) Perceptual mapping
B) Product positioning
C) Market segmentation
D) Product tracing
E) Laddering

Accepted Answer

This is the definition of perceptual mapping.

Question 16

For years,fryer chickens sold in grocery stores were perceived to be a rather generic product--one brand of chicken was much like another.Then Frank Perdue began an advertising campaign to tell consumers his brand of chicken was more tender and a better choice.Perdue brought _____ to the marketing of fryer chickens.
A) perceptual mapping
B) product differentiation
C) psychographic targeting
D) market innovation
E) cannibalization

Accepted Answer

Product differentiation strategy is a positioning strategy that firms use to distinguish their products from those of competitors.

Question 17

Which of the following is NOT an example of product differentiation?
A) An organic produce store claims its fruits and vegetables are pesticide-free and more healthful than produce found in big supermarkets
B) A soda company touts its product as being "fresher and lighter" than other sodas
C) A pain medication advertises a special ingredient that is especially effective against migraine headaches
D) A margarine company creates ads claiming that its product tastes "just like butter"
E) All of the above are examples of product differentiation

Accepted Answer

In this case,the margarine company is positioning its product as being similar to-not different than-competing brands or products.

Question 18

All of the following are typical bases for positioning EXCEPT:
A) attribute
B) price and quality
C) distribution
D) emotion
E) product user

Accepted Answer

Typical bases for positioning include attributes,price and quality,use or application,product user,product class,competitor,and emotion.

Question 19

H&R Block launched a $100 million marketing campaign to parlay the company's intimate knowledge of 20 million customers' finances into other services like mortgages and investment advice.Block has great brand recognition,but consumers only care about it four months out of the year.H&R Block is attempting to _____ itself to make people think of it as a company offering services year-round.
A) reposition
B) reengineer
C) demarket
D) undifferentiate
E) niche

Accepted Answer

Repositioning means changing the customers' perceptions of a brand in relation to competing brands.

Question 20

The advertisements for Kay Jewelers usually show a man presenting a woman with a ring or necklace and receiving a kiss in return.The ad then shows the slogan "Every Kiss Begins with Kay." This is an example of _____ positioning.
A) product class
B) price and quality
C) use or application
D) attribute
E) emotion

Accepted Answer

Positioning uses emotion to show how the product makes customers feel.

Quiz 8: Segmenting and Targeting Markets

In 2008,Apple,Inc.introduced Mobile Me,which keeps everything on a consumer's Mac,PC,iPod or iPhone on an online server Apple calls the "Cloud" so that it can be accessed at any time.Apple is catering to on-the-go consumers who use multiple platforms.This positioning strategy is based on the:

Ad campaigns by Aleve pain reliever emphasize the fact that to get the same relief offered by one Aleve,you would need to take six aspirin or Tylenol and four Advil.These promotions are using the positioning base of:

Although most buyers of Honda cars are in the 40 to 60 age range,the advertising for the vehicles portrays youthful activities and targets a youth mindset.Honda's marketers are attempting to influence the _____ of Honda vehicles in consumers' minds.

Changing consumers' perceptions of a brand in relation to competing brands is known as:

The place a product,brand,or group of products occupies in consumers' minds relative to competing offerings is referred to as a product's:

The closer together two brands are on a perceptual map the:

A (n) _____ could help determine whether or not snacking consumers consider Kashi Tasty Little Crackers healthy and tasty in comparison to other brands..

Which of the following is a means of displaying or graphing,in two or more dimensions,the location of products,brands,or groups of products in customers' minds?

Which of the following is NOT an example of product differentiation?

All of the following are typical bases for positioning EXCEPT:

The advertisements for Kay Jewelers usually show a man presenting a woman with a ring or necklace and receiving a kiss in return.The ad then shows the slogan "Every Kiss Begins with Kay." This is an example of _____ positioning.