Exam 8: Differentiation and Brand Positioning

Crafting strategies involves making choices about what not to do,as well as what to do.

The positioning statement or value proposition should state:

_____ allows a marketer to take advantage of and be responsive to differences customers in one market segment have with customers in other segments.

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

Physical positioning is different from perceptual positioning as physical positioning:

What do researchers hope to learn by comparing the preferences of customers in different segments with their perceptions of the positions of existing brands?

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

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

Perceptual attributes must be considered in positioning most products.

Positioning statements and value propositions should create a _____ to reflect the basis on which the marketer intends to win sustainable competitive advantage by differentiating the product from others in its competitive space.

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.

Proenvironment positioning seeks to portray a company as a good citizen.

List the steps in the positioning process.

Explain the concept of brand positioning.

Which of the following is the most important feature that should be present in a positioning statement or a value statement?

Brand positioning comprises both competitive and customer considerations.

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?

Distinguish between positioning at the company level,product category level,and brand level.

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

Readily available data is used typically for perceptual positioning.