Question 1

Which of the following is true of product positioning?

Accepted Answer

Product positioning involves creating a competitive advantage by highlighting the unique features and benefits of a product or service in order to differentiate it from its competitors.

Question 2

Outlander Inc.is a manufacturer of laptop computers.It plans on manufacturing computers that are targeted to users interested in video games.The computers are optimized for high-definition gaming and, hence, are expensive.By attempting to achieve a large share of a single market segment, which of the following types of marketing strategies has Outlander adopted?

Accepted Answer

Outlander has adopted a concentrated marketing strategy by targeting a specific market segment, i.e. users interested in video games, with its high-definition gaming laptops. This strategy focuses on serving the needs of a narrowly-defined group of customers, which allows the company to tailor its marketing mix (product, price, promotion, and place) to meet their unique preferences and requirements.

Question 3

To encourage more people to use mass transit, ads from providers of mass transportation compare the ease and comfort of riding mass transit with the difficulties of driving in congested traffic and parking headaches.With respect to the positioning strategies, these mass transportation providers are making use of positioning by

Accepted Answer

The answer of To encourage more people to use mass...

Question 4

Which of the following is true of concentrated marketing strategies?

Accepted Answer

Concentrated marketing strategies usually involve targeting only one specific segment or niche market.

Question 5

Appeal Automobiles introduced a new car into the market.The company stressed that the new car had side door air bags in an attempt to attract new buyers.Its focus on safety illustrates a strategy of positioning by

Accepted Answer

The strategy of highlighting the side door air bags as a feature of the new car is an example of positioning by product attributes and benefits, as the company is emphasizing the safety aspect of the car to appeal to potential consumers.

Question 6

Pluto Inc., a high-end car manufacturer, makes only 12 cars per year.The company caters to the "super-rich" and manufacturers only on order.In this scenario, Pluto is using a(n)_____ marketing strategy.

Accepted Answer

Pluto Inc. is targeting a very specific market segment of the "super-rich" and manufactures only on order. This type of strategy is known as a concentrated strategy, where the company focuses all its efforts on a small and specific market segment. It is different from an undifferentiated or mass marketing strategy, which targets a larger audience with the same product or service, and a differentiated strategy, which targets multiple market segments with different products or services. A loyalty marketing strategy, on the other hand, aims to retain and reward existing customers, which is not the case for Pluto Inc.

Question 7

Treat Corp., a manufacturer of packaged soups, launched an ad campaign that provided quick and easy recipes using Treat's products on the back of the soup packets.This is an example of positioning by

Accepted Answer

The ad campaign positions the product based on its use, by providing recipes using the packaged soups, making it a more convenient and quick option for cooking.

Question 8

Concentrated marketing involves focusing marketing efforts on

Accepted Answer

Concentrated marketing involves targeting a particular segment rather than trying to appeal to a mass market or multiple segments. This approach allows the company to tailor their marketing efforts to the specific needs and preferences of the chosen segment, potentially leading to greater success in that particular area.

Question 9

Star Furniture designs and sells bedroom furniture for people who are over six feet tall, in an attempt to capture a large share of this relatively small target market.Which of the following strategies is the company employing in this scenario?

Accepted Answer

The company is employing concentrated marketing by focusing on a specific and relatively small target market of people over six feet tall who need specially designed bedroom furniture.

Question 10

The Quarter Burger is a hamburger sold by the international fast-food chain Sammy's Burgers.It was given the name because it contains a patty that weighs a quarter of a pound.The burger is sold for $1 on weekdays.With reference to the various positioning strategies, Sammy's quarter-pound burger is positioned by

Accepted Answer

The positioning strategy used for Sammy's quarter-pound burger is price/quality. This is because the burger is sold at a low price of $1 on weekdays, which implies that it is of good quality but affordable.

Question 11

Flash Parcel Service (FPS) built its advertising campaign around the slogan, "Our business quality speaks the language of speed." The company positioned its services based on the speed with which it delivers the service.With respect to the positioning strategies, this positioning strategy of FPS is based on

Accepted Answer

This positioning strategy of FPS is based on highlighting its product attributes, specifically its speed of service delivery, as the primary reason to choose their services over other competitors.

Question 12

MusC, a whey protein supplement, is positioned as a zero-carb muscle recovery drink.MusC is using a _____ positioning strategy.

Accepted Answer

MusC is positioning itself based on its product attributes and benefits, specifically that it is a whey protein supplement with zero carbs which is targeted towards muscle recovery.

Question 13

Henry's Supermarkets has been very effective in positioning itself as stores that offer superior products at a discounted rate.With respect to the positioning strategies, its strategy reflects positioning based on

Accepted Answer

Henry's Supermarkets positions itself based on the combination of price and quality. It offers superior quality products at a discounted rate, thereby emphasizing its value proposition to the customers. This reflects a price/quality positioning strategy.

Question 14

Momentum, a car manufacturer, positions one of its convertibles as "the best natural tanning tool known to man." This scenario would reflect a positioning strategy based on

Accepted Answer

This scenario reflects a positioning strategy based on product attributes and benefits, as it highlights a unique benefit (natural tanning) of using the convertible.

Question 15

_____ has been defined as "the art and science of fitting the product or service to one or more segments of the broad market in such a way as to set it meaningfully apart from competition."

Accepted Answer

The definition provided in the question is a classic definition of positioning. It involves identifying a unique position in the market that sets a brand apart from its competitors by appealing to a specific segment of consumers.

Question 16

A brand's market position refers to its

Accepted Answer

A brand's market position is its image, reputation, and perceived value in the mind of the customers. It reflects how a brand is perceived in comparison to its competitors and determines the level of influence and demand it has in the market. A brand's market position is essential for developing an effective marketing strategy, building customer loyalty, and increasing market share. Therefore, option C is the correct answer.

Question 17

Athletic shoes advertised specifically to be used on tennis courts, for running, or for walking are using positioning strategy based on

Accepted Answer

This positioning strategy is based on the use or application of the product. In this case, the athletic shoes are advertised specifically for use on tennis courts, for running, or for walking. This targets consumers who are looking for footwear designed for a specific activity or purpose.

Question 18

_____ relates to the image of a product and/or brand relative to competing products or brands.

Accepted Answer

Positioning refers to the image a product or brand portrays in relation to its competition.

Question 19

Saturn Inc., a fruit juice manufacturer, came up with an advertising campaign based around the slogan, "It's a wholesome meal." The ad speaks about the nutritious content of the fruit juice and how it can assist in losing weight.With respect to the positioning strategies, this is an example of positioning by

Accepted Answer

The positioning strategy in this case is based on the use or application of the product. The ad is positioning the fruit juice as a solution for weight loss and a wholesome meal, highlighting its nutritious content.

Question 20

The tagline on an ad for Baker Grill, a manufacturer of gas grills, reads, "The Ultimate Durable Grill." Baker Grill is using a positioning strategy based on

Accepted Answer

The tagline "The Ultimate Durable Grill" highlights the product attributes and benefits of Baker Grill's gas grills. The company is positioning itself as a manufacturer of durable and long-lasting grills, which appeals to consumers who prioritize these qualities in their grills. This positioning strategy is based on the product attributes and benefits.

Quiz 2: The Role of IMC in the Marketing Process