Question 1

A popular movie actor promotes a camera and its various features.Which of the following attributes is used in this instance?

Accepted Answer

Endorsement is the act of using a popular figure or celebrity to promote a product. In this instance, a movie actor is being used to promote a camera and its features, implying that the camera is worth buying because someone well-known approves of it.

Question 2

A _____ analysis can simultaneously identify distinct market segments as well as the perceived positions of different brands.

Accepted Answer

The answer of A _____ analysis can simultaneously identify distinct...

Question 3

In _____,customers are surveyed and asked their preferences among various real or hypothetical product configurations,each with attributes that are systematically varied.

Accepted Answer

Conjoint analysis is the process of presenting customers with a set of product configurations with systematically varied attributes and asking them to choose their preferred option. This helps in determining the relative importance of various product features as well as the ideal combination of features for a particular market segment. Factor analysis is a statistical method used to identify underlying dimensions or factors that explain the variance in a set of variables, and is not specifically related to customer preferences. Perceptual mapping is a visual representation of how customers perceive different brands or products based on their attributes, and does not involve presenting customers with different product configurations. Positioning analysis involves identifying the ideal position for a brand or product in the minds of consumers, and may involve surveying customers on their perceptions and preferences, but is not the same as conjoint analysis.

Question 4

Which of the following is an example of an essentially abstract attribute that buyers will consider when buying a car?

Accepted Answer

Prestige is an essentially abstract attribute that is subjective and based on how the buyer perceives the car and its brand. It is not a tangible feature that can be measured objectively.

Question 5

The limitation of product positioning analysis is that:

Accepted Answer

Product positioning analysis can identify different positions that a product can hold in the market, but it does not provide information on which positions are most appealing to customers. Therefore, the limitation of this analysis is that it does not fully inform marketing strategy or help to determine the optimal positioning for a product.

Question 6

Sunshine Supermarket positions itself as a store that provides the least expensive household products.Which of the following attributes is used in positioning the goods of the store?

Accepted Answer

The attribute used in positioning the goods of the store is price, as Sunshine Supermarket markets itself as a store that provides the least expensive household products.

Question 7

A company wants to generate a visual depiction of the positions of various products or brands in the competitive set by using two or three determinant attributes.Which of the following is best suited for this purpose?

Accepted Answer

A perceptual map is the best choice for this purpose. It is a visual representation of how customers perceive different products or brands based on specific attributes. By using two or three determinant attributes, the company can map the positions of its products or brands relative to its competitors, allowing them to identify opportunities for differentiation and improvement. Gantt charts, value curves, and conjoint analysis are not suitable for this purpose.

Question 8

Which of the following perceptual attributes are influenced by physical characteristics that are not related to them in any direct way?

Accepted Answer

Essentially abstract attributes are influenced by physical characteristics that are not directly related to them, as they are based on perceptions and interpretations rather than direct physical properties.

Question 9

_____ indicates how products within a category compare in terms of the level,high or low,of as many attributes as are relevant.

Accepted Answer

A value curve indicates how products within a category compare in terms of the level, high or low, of various relevant attributes.

Question 10

Which of the following is the first step in the product positioning process?

Accepted Answer

The first step in the product positioning process is to identify the relevant set of competitive products that the product will be compared to in the target market. This step is important because it provides a basis for understanding the competitive environment and helps to define the product space. Only after this step can determinant attributes be identified, information be collected from customers, and the intensity of a product's current position be analyzed.

Question 11

Which of the following provides a visual representation of the positions of various products or brands in the competitive set typically in terms of two determinant attributes?

Accepted Answer

A perceptual map provides a visual representation of the positions of various products or brands in the competitive set typically in terms of two determinant attributes. Conjoint analysis is a market research technique for determining customer preferences and values for different features of a product or service. A Gantt chart is a type of bar chart that illustrates a project schedule. A value curve is a graphical representation of the value proposition of a company or product compared to its competitors.

Question 12

Click Phones Inc.manufactures user-friendly cell phones.High user-friendliness has led to high demand for the company's phones among older consumers.In this case,user-friendliness is an example of a _____ attribute.

Accepted Answer

The answer of Click Phones Inc.manufactures user-friendly cell phones.High user-friendliness...

Question 13

Infinitea Ltd.stresses that their tea helps people get rid of excessive weight and increases concentration skills.Which of the following attributes is emphasized in this instance?

Accepted Answer

The attribute being emphasized in this instance is the benefits of the product - that it helps people lose weight and increases concentration skills.

Question 14

Marketing decision-makers seeking to win a particular position in customers' minds are endowing their brand with a simple physically based attribute when they use:

Accepted Answer

Endowing a brand with a single physically based attribute is a common strategy for marketers to create a distinct position in customers' minds. This attribute can be a power, size, color, or any other physical characteristic that is associated with the brand. By emphasizing this attribute, the marketer can differentiate the brand from its competitors and make it more memorable to customers. This strategy is widely used in the automobile industry, where brands are often associated with power, size, or luxury.

Question 15

In situations where one or a limited number of brands dominate a product class in the minds of consumers,the main opportunity for competitors generally lies in:

Accepted Answer

When one or a limited number of brands dominate a product class in the minds of consumers, it is challenging to compete head-on with the leading brands based on product attributes. Instead, the main opportunity for competitors lies in obtaining a position within a market segment not dominated by a leading brand. By focusing on a niche market, a competitor can establish a brand identity and gain market share without directly competing with the dominant brands. Competing on the basis of low costs (C) or cost-based pricing (D) may also be effective strategies, but they are not necessarily the main opportunity for competitors in a market dominated by leading brands.

Question 16

Which of the following is an example of a complex physically based attribute that buyers will consider when buying a car?

Accepted Answer

The answer of Which of the following is an example...

Question 17

Arrow Bank has instructed its employees to take printouts only when it is essential and customers are given e-statements instead of paper statements.The company advertises this aspect of business and markets itself as a green company.The company is using _____ positioning in this case.

Accepted Answer

The company is positioning itself as proenvironment by promoting its eco-friendly practices such as minimizing the use of paper and promoting e-statements instead of paper statements. This aligns with the values of environmentally conscious consumers who prefer to do business with companies that prioritize sustainability.

Question 18

Positron Computers Inc.uses technologies such as braille mirroring,which enables visually impaired individuals to use computers.The company uses this special technology to position the product.Identify the attribute the company is using in this case to position the product.

Accepted Answer

The company is using the feature of braille mirroring technology to create a unique positioning for their product.

Question 19

Marketers should rely primarily on _____ attributes to define product space in a positioning analysis.

Accepted Answer

Determinant attributes are those that actually influence a consumer's choice or decision between different products. In positioning analysis, focusing on these attributes helps marketers understand what sets their product apart and what is most important to consumers, thereby allowing them to effectively position their product in the market.

Question 20

Positioning analysis at the product category level examines customer perceptions about:

Accepted Answer

Positioning analysis at the product category level focuses on understanding how customers perceive different types of products that could serve as substitutes within the same category.

Quiz 8: Differentiation and Brand Positioning