Question 1

A value proposition is explicit about what the product does for the customer.

Accepted Answer

A) True 
 B)False

Question 2

Positioning decisions only set the foundation for the development and implementation of effective marketing programs.

Accepted Answer

A) True 
 B)False

Question 3

Identify a product for which physical comparisons are most likely to be an essential step in undertaking a positioning analysis?

Accepted Answer

A) Online storage solution 
B) Airline 
C) Telecom service 
D) Industrial machine 
A) Online storage solution 
B) Airline 
C) Telecom service 
D) Industrial machine

Question 4

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

A) Ingredients 
B) Price 
C) Parentage 
D) Manufacturing process 
A) Ingredients 
B) Price 
C) Parentage 
D) Manufacturing process

Question 5

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

Accepted Answer

A) Identifying the set of determinant attributes that defines the product space 
B) Analyzing intensity of a product's current position 
C) Writing a positioning statement or a value proposition 
D) Collecting information from a sample of customers about their perceptions 
A) Identifying the set of determinant attributes that defines the product space 
B) Analyzing intensity of a product's current position 
C) Writing a positioning statement or a value proposition 
D) Collecting information from a sample of customers about their perceptions

Question 6

Explain the method of writing a positioning statement or a value proposition.

Accepted Answer

A positioning statement is a succinct st

Question 7

In order to collect data about customers' perceptions for brands in the competitive set,quantitative research is carried out first followed by qualitative research.

Accepted Answer

A) True 
 B)False

Question 8

Excel Motor Co.succeeded in convincing adult women through advertising that their automobiles are safe,comfortable,and has off-the-road abilities.This result is an outcome of _____ positioning.

Accepted Answer

A) technical 
B) perceptual 
C) physical 
D) objective 
A) technical 
B) perceptual 
C) physical 
D) objective

Question 9

Product features are often used in physical product positioning.

Accepted Answer

A) True 
 B)False

Question 10

Explain the importance of physical positioning.

Accepted Answer

One way to assess the current position o

Question 11

A consumer can typically evaluate a product better on the basis of what it is than what it does.

Accepted Answer

A) True 
 B)False

Question 12

List the common determinant attributes of positioning.

Accepted Answer

Positioning,whether for goods or service

Question 13

The positioning grid 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) True 
 B)False

Question 14

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

Accepted Answer

A) Roominess 
B) Price 
C) Power 
D) Prestige 
A) Roominess 
B) Price 
C) Power 
D) Prestige

Question 15

Mention the tools required to develop a clear understanding of the positioning of the existing brands in the competitive set.

Accepted Answer

There are two useful tools for developin

Question 16

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

Accepted Answer

A) new applications for existing products. 
B) types of products customers might consider as substitutes. 
C) a brand compared to other existing brands. 
D) types of products users might consider to complement the product category. 
A) new applications for existing products. 
B) types of products customers might consider as substitutes. 
C) a brand compared to other existing brands. 
D) types of products users might consider to complement the product category.

Question 17

Which of the following steps in the product positioning process concludes the analysis portion of the positioning process and crystallizes the decision about the positioning a brand should hold?

Accepted Answer

A) Collecting information from a sample of customers about their perceptions 
B) Identifying the set of determinant attributes that defines the product space 
C) Writing a positioning statement or a value proposition 
D) Considering fit of possible positions with customer needs and segment attractiveness 
A) Collecting information from a sample of customers about their perceptions 
B) Identifying the set of determinant attributes that defines the product space 
C) Writing a positioning statement or a value proposition 
D) Considering fit of possible positions with customer needs and segment attractiveness

Question 18

Perceptual attributes of products are directly related to physical characteristics of the products.

Accepted Answer

A) True 
 B)False

Question 19

The speed of a computer system is an example of a complex physical attribute.

Accepted Answer

A) True 
 B)False

Question 20

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

Accepted Answer

A) True 
 B)False

A value proposition is explicit about what the product does for the customer.

Positioning decisions only set the foundation for the development and implementation of effective marketing programs.

Identify a product for which physical comparisons are most likely to be an essential step in undertaking a positioning analysis?

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?

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

Explain the method of writing a positioning statement or a value proposition.

In order to collect data about customers' perceptions for brands in the competitive set,quantitative research is carried out first followed by qualitative research.

Excel Motor Co.succeeded in convincing adult women through advertising that their automobiles are safe,comfortable,and has off-the-road abilities.This result is an outcome of _____ positioning.

Product features are often used in physical product positioning.

Explain the importance of physical positioning.

A consumer can typically evaluate a product better on the basis of what it is than what it does.

List the common determinant attributes of positioning.

The positioning grid provides a visual representation of the positions of various products or brands in the competitive set typically in terms of two determinant attributes.

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

Mention the tools required to develop a clear understanding of the positioning of the existing brands in the competitive set.

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

Which of the following steps in the product positioning process concludes the analysis portion of the positioning process and crystallizes the decision about the positioning a brand should hold?

Perceptual attributes of products are directly related to physical characteristics of the products.

The speed of a computer system is an example of a complex physical attribute.

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

The Marketing Management Process

The Marketing Implications of Corporate and Business Strategies

Understanding Market Opportunities

Understanding Consumer Buying Behavior

Understanding Organizational Markets and Buying Behavior

Measuring Market Opportunities: Forecasting and Market Knowledge

Targeting Attractive Market Segments

Business Strategies: a Foundation for Marketing Program Decisions

Product Decisions

Pricing Decisions

Distribution Channel Decisions

Integrated Promotion Decisions

Marketing Strategies for a Digitally Networked World

Strategies for New and Growing Markets

Strategies for Mature and Declining Markets

Organizing and Planning for Effective Implementation

Measuring and Delivering Marketing Performance

Filters

Exam 8: Differentiation and Brand Positioning

A value proposition is explicit about what the product does for the customer.

Positioning decisions only set the foundation for the development and implementation of effective marketing programs.

Identify a product for which physical comparisons are most likely to be an essential step in undertaking a positioning analysis?

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?

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

Explain the method of writing a positioning statement or a value proposition.

In order to collect data about customers' perceptions for brands in the competitive set,quantitative research is carried out first followed by qualitative research.

Excel Motor Co.succeeded in convincing adult women through advertising that their automobiles are safe,comfortable,and has off-the-road abilities.This result is an outcome of _____ positioning.

Product features are often used in physical product positioning.

Explain the importance of physical positioning.

A consumer can typically evaluate a product better on the basis of what it is than what it does.

List the common determinant attributes of positioning.

The positioning grid provides a visual representation of the positions of various products or brands in the competitive set typically in terms of two determinant attributes.

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

Mention the tools required to develop a clear understanding of the positioning of the existing brands in the competitive set.

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

Which of the following steps in the product positioning process concludes the analysis portion of the positioning process and crystallizes the decision about the positioning a brand should hold?

Perceptual attributes of products are directly related to physical characteristics of the products.

The speed of a computer system is an example of a complex physical attribute.

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

The Marketing Management Process

The Marketing Implications of Corporate and Business Strategies

Understanding Market Opportunities

Understanding Consumer Buying Behavior

Understanding Organizational Markets and Buying Behavior

Measuring Market Opportunities: Forecasting and Market Knowledge

Targeting Attractive Market Segments

Business Strategies: a Foundation for Marketing Program Decisions

Product Decisions

Pricing Decisions

Distribution Channel Decisions

Integrated Promotion Decisions

Marketing Strategies for a Digitally Networked World

Strategies for New and Growing Markets

Strategies for Mature and Declining Markets

Organizing and Planning for Effective Implementation

Measuring and Delivering Marketing Performance

Filters