Question 1

You have just created the 'perfect' ad.It communicates the full mix of benefits upon which the brand is differentiated and positioned.This full positioning of the brand is called ________.

Accepted Answer

The concept being described is the value proposition, which refers to the full mix of benefits and value that a brand offers to its customers. This includes the features, advantages, and benefits that differentiate the brand from its competitors and create value for its target market. A well-crafted ad should communicate this value proposition clearly and persuasively to potential customers.

Question 2

'Less-for-much-less' positioning involves meeting consumers' ________.

Accepted Answer

'Less-for-much-less' positioning involves offering lower quality products or services in exchange for a lower price, thereby meeting consumers' lower quality requirements.

Question 3

A perceptual positioning map is a device often used by marketers in planning their differentiation and positioning strategies.This map always shows customer perceptions of a given company's brands compared with competitors along the attributes of price and benefits.

Accepted Answer

A perceptual positioning map can show customer perceptions on various attributes, not limited to price and benefits. It can include factors like quality, service, accessibility, and any other attributes relevant to consumer decision-making.

Question 4

Bugatti,the maker of the world's fastest production car,offers prestige vehicles with unique styling and exclusive features such as porcelain accents,including a caviar tray.Bugatti is likely to use a concentrated approach to marketing.

Accepted Answer

Bugatti's positioning as a luxury brand with exclusive features suggests that they are likely to use a concentrated approach to marketing, targeting a specific demographic of high-end consumers who value prestige and unique design.

Question 5

What competitive positioning strategy can attack a more-for-more strategy by introducing a brand offering with comparable quality at a lower price?

Accepted Answer

The answer of What competitive positioning strategy can attack a...

Question 6

Which type of statement first states the product's membership in a category and then shows its point-of-difference from other members of the category?

Accepted Answer

A positioning statement first identifies the product's category and then highlights its unique selling proposition or point-of-difference from other products in that category.

Question 7

The largest,fastest-growing market segments are generally the most attractive.

Accepted Answer

Market attractiveness is not solely determined by size and growth rate; factors such as competition, profitability, market access, and regulatory environment also play crucial roles.

Question 8

Some critics of marketing and market segmentation have called for a complete ban on advertising to children.

Accepted Answer

Some critics argue that marketing to children can have harmful effects on their development and well-being, and therefore believe that advertising to children should be completely banned.

Question 9

A product's position is the way the product is defined by the retailers who sell it to target markets.It is how the product is defined on important attributes-the place the product occupies in the retailers' minds relative to competing products.

Accepted Answer

A product's position is the way the product is defined by consumers and how it occupies a place in consumers' minds relative to competing products, based on important attributes, not how retailers define it.

Question 10

Which positioning strategy offers consumers a 'good deal' by offering equivalent-quality products or services at a lower price?

Accepted Answer

Same-for-less is the positioning strategy that offers consumers a 'good deal' by providing equivalent-quality products or services at a lower price. This strategy aims to attract price-sensitive consumers who are willing to compromise on certain features or benefits in exchange for a lower price.

Question 11

Which difficult-to-sustain positioning strategy attempts to deliver the 'best-of-both'?

Accepted Answer

The "more-for-less" positioning strategy attempts to deliver the best of both worlds by offering more value or quality for less money, which is challenging to sustain because it can be difficult to maintain profitability while offering more for less.

Question 12

Not every brand difference is worth establishing and promoting.A difference is worth promoting to the extent that it satisfies all of the criteria EXCEPT which one?

Accepted Answer

A difference is worth promoting if it is important, distinctive, affordable, and pre-emptive. "Divisible" is not a criterion for determining whether a brand difference is worth promoting.

Question 13

Consumers position products in their minds in order to simplify the buying process.

Accepted Answer

This is true as consumers tend to use mental shortcuts like positioning products in their minds in order to make purchasing decisions easier and more efficient.

Question 14

Few people can afford the best in everything they buy.At times everyone needs a product with less quality or performance with a correspondingly lower price.In this case,a consumer would purchase a product positioned with a ________ strategy.

Accepted Answer

A less-for-much-less positioning strategy involves offering products with lower quality or performance at a significantly lower price, which aligns with the scenario where consumers need a product with less quality or performance but at a lower price.

Question 15

A market rarely exists for products that offer less and therefore cost less.

Accepted Answer

This statement is false. There are instances where a market exists for simpler and less expensive products, such as generic brands or basic versions of products. Additionally, some consumers may prioritize cost over additional features or benefits, creating a demand for lower-priced options.

Question 16

Which of the following positioning strategies is most likely to be difficult to sustain in the long run?

Accepted Answer

The "more-for-less" positioning strategy is challenging to sustain because it promises more value or quality for less money, which can strain profit margins and resources over time, making it difficult to maintain without compromising on quality or financial viability.

Question 17

Superior Auto Sales,a chain of high-end used car dealerships,wants to sum up its company positioning and brand positioning in a formal way.Superior's management would use a ________.

Accepted Answer

A positioning statement is designed to summarize a company's brand positioning and help differentiate it from competitors. It is a clear, concise statement that explains what a company does, who their target audience is, what makes them unique, and what benefits they offer. This is the most appropriate type of statement for Superior Auto Sales to use in this situation.

Question 18

The answer to the customer's question,'Why should I buy your brand?' is found in the ________.

Accepted Answer

The value proposition articulates the unique benefits that the brand offers, which sets it apart from competitors and creates a compelling reason for customers to choose it. The quality image, customer service, differentiation, pricing, and promotion structure may all contribute to the brand's value proposition but are not the sole answer to why a customer should choose the brand.

Question 19

What is the following statement an example of? 'To families concerned about safety,Volvo offers a vehicle with state-of-the-art safety features and stylish design that give you peace of mind when driving.'

Accepted Answer

The statement is an example of a positioning statement, as it positions Volvo as a brand that prioritizes safety and style, highlighting the benefit of peace of mind for families concerned about safety.

Question 20

When Kia offers a new model of car with the same features as a comparable Toyota or Ford and provides a longer warranty,Kia is following a more-for-less strategy.

Accepted Answer

The answer of When Kia offers a new model of...

Quiz 6: Customer-Driven Marketing Strategy: Creating Value for Target Customers