Exam 8: Differentiation and Brand Positioning

Which of the following is true about using price as a key dimension on positioning a brand?

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.

Complex physically based attributes refer to physical dimensions such as quality,power,and size.

Positioning ultimately occurs in customers' minds.

Mention some of the constraints imposed by holding an intense position?

Deposit safety is considered a determinant attribute if it does not play a major role in helping customers differentiate among various banks.

Competing directly against the market leaders on the basis of attributes appropriated by larger competitors is one of the most effective strategies.

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:

Using price as one dimension of a positioning grid is typically very useful.

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

Physical comparisons are primarily based on market rather than technical data.

If shifts in the market environment cause customers to reduce the importance they attach to a current determinant attribute,marketers may have difficulty repositioning a brand with an intensely perceived position on that attribute.

The position chosen by a firm should:

In the classical approach of writing the desired positioning for a product,a _____ is written.

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?

Barney feels that the cars made by Blue Wheels Ltd.are fast,swift,easy to maintain,and user-friendly compared to other car brands.The marketing team of Blue Wheels Ltd.has been modeling its communication to leave such an impression in customers' minds.These perceptions are referred to as:

Most successful products are positioned based on one or,at most,two determinant attributes.

Many dimensions are considered in perceptual positioning.

The intangible nature of services makes it easier for marketers to position them successfully.

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