Question 1

Describe the categorization of attributes that should be endowed by marketing decision makers in their brands.

Accepted Answer

(1)Simple physically based attributes: T

Question 2

Brand equity refers to the value created by establishing customer preference for one's brand.

Accepted Answer

A) True 
 B)False

Question 3

Got Mail Inc.is a courier company.The company ensures the packages of their customers are delivered within 24 hours.This form of service is not practiced by other courier companies and it provides the company an edge over its competitors.This aspect is the organization's:

Accepted Answer

A) unique selling proposition. 
B) conjoint measurement. 
C) peripheral attribute. 
D) uni-dimensional attribute. 
A) unique selling proposition. 
B) conjoint measurement. 
C) peripheral attribute. 
D) uni-dimensional attribute.

Question 4

Perceptual positioning is different from physical positioning as perceptual positioning:

Accepted Answer

A) is measured in an objective manner. 
B) is consumer oriented. 
C) has a large number of dimensions. 
D) represents impact of product specifications. 
A) is measured in an objective manner. 
B) is consumer oriented. 
C) has a large number of dimensions. 
D) represents impact of product specifications.

Question 5

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

Accepted Answer

A) Simple physically based attributes 
B) Price of offerings 
C) Essentially abstract attributes 
D) Complex physically based attributes 
A) Simple physically based attributes 
B) Price of offerings 
C) Essentially abstract attributes 
D) Complex physically based attributes

Question 6

The first step in the positioning process of goods and services is identifying the set of determinant attributes.

Accepted Answer

A) True 
 B)False

Question 7

Physical differences are not stressed in the marketing mix of effective brand positioning initiatives.

Accepted Answer

A) True 
 B)False

Question 8

Which of the following is true of physical positioning?

Accepted Answer

A) It is based primarily on market data rather than technical datA. 
B) Physical positioning is most suited for services. 
C) It helps define the structure of competition. 
D) Customer perceptions are best measured in physical positioning. 
A) It is based primarily on market data rather than technical datA. 
B) Physical positioning is most suited for services. 
C) It helps define the structure of competition. 
D) Customer perceptions are best measured in physical positioning.

Question 9

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 
B) Gantt chart 
C) Value curve 
D) Conjoint analysis 
A) Perceptual map 
B) Gantt chart 
C) Value curve 
D) Conjoint analysis

Question 10

Physical positioning is the best approach to provide a complete picture of relative positions in an industry.

Accepted Answer

A) True 
 B)False

Question 11

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

Accepted Answer

A) Identifying determinant attributes to define product space 
B) Collecting information from a sample of customers 
C) Analyzing intensity of a product's current position 
D) Identifying relevant set of competitive products 
A) Identifying determinant attributes to define product space 
B) Collecting information from a sample of customers 
C) Analyzing intensity of a product's current position 
D) Identifying relevant set of competitive products

Question 12

At the company or business unit level,positional analyses are useful to determine how an entire company or business unit is positioned relative to its competitors.

Accepted Answer

A) True 
 B)False

Question 13

The limitation of product positioning analysis is that:

Accepted Answer

A) the results are ambiguous and difficult to interpret. 
B) data collection is complex and open to error. 
C) few analysts are qualified to interpret this kind of analysis. 
D) it does not provide information on which positions are most appealing to customers. 
A) the results are ambiguous and difficult to interpret. 
B) data collection is complex and open to error. 
C) few analysts are qualified to interpret this kind of analysis. 
D) it does not provide information on which positions are most appealing to customers.

Question 14

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

Accepted Answer

A) Endorsement 
B) Comparison 
C) Ingredients 
D) Manufacturing process 
A) Endorsement 
B) Comparison 
C) Ingredients 
D) Manufacturing process

Question 15

A value proposition is written in the classical approach.

Accepted Answer

A) True 
 B)False

Question 16

Perceptual positioning:

Accepted Answer

A) requires marketing research. 
B) has a technical orientation. 
C) use readily available data. 
D) has large number of dimensions. 
A) requires marketing research. 
B) has a technical orientation. 
C) use readily available data. 
D) has large number of dimensions.

Question 17

Distinguish between a positioning statement and a value proposition.

Accepted Answer

A positioning statement is a succinct st

Question 18

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

A) a single physical dimension such as power or size. 
B) price and cost as dimensions. 
C) many abstract attributes. 
D) large number of physical characteristics. 
A) a single physical dimension such as power or size. 
B) price and cost as dimensions. 
C) many abstract attributes. 
D) large number of physical characteristics.

Question 19

Perceptual positioning has a technical orientation and uses objective measures.

Accepted Answer

A) True 
 B)False

Question 20

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

A) complex physically based 
B) essentially abstract 
C) price-based 
D) simple physically based 
A) complex physically based 
B) essentially abstract 
C) price-based 
D) simple physically based

Describe the categorization of attributes that should be endowed by marketing decision makers in their brands.

Brand equity refers to the value created by establishing customer preference for one's brand.

Got Mail Inc.is a courier company.The company ensures the packages of their customers are delivered within 24 hours.This form of service is not practiced by other courier companies and it provides the company an edge over its competitors.This aspect is the organization's:

Perceptual positioning is different from physical positioning as perceptual positioning:

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

The first step in the positioning process of goods and services is identifying the set of determinant attributes.

Physical differences are not stressed in the marketing mix of effective brand positioning initiatives.

Which of the following is true of physical positioning?

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?

Physical positioning is the best approach to provide a complete picture of relative positions in an industry.

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

At the company or business unit level,positional analyses are useful to determine how an entire company or business unit is positioned relative to its competitors.

The limitation of product positioning analysis is that:

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

A value proposition is written in the classical approach.

Perceptual positioning:

Distinguish between a positioning statement and a value proposition.

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:

Perceptual positioning has a technical orientation and uses objective measures.

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.

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

Describe the categorization of attributes that should be endowed by marketing decision makers in their brands.

Brand equity refers to the value created by establishing customer preference for one's brand.

Got Mail Inc.is a courier company.The company ensures the packages of their customers are delivered within 24 hours.This form of service is not practiced by other courier companies and it provides the company an edge over its competitors.This aspect is the organization's:

Perceptual positioning is different from physical positioning as perceptual positioning:

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

The first step in the positioning process of goods and services is identifying the set of determinant attributes.

Physical differences are not stressed in the marketing mix of effective brand positioning initiatives.

Which of the following is true of physical positioning?

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?

Physical positioning is the best approach to provide a complete picture of relative positions in an industry.

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

At the company or business unit level,positional analyses are useful to determine how an entire company or business unit is positioned relative to its competitors.

The limitation of product positioning analysis is that:

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

A value proposition is written in the classical approach.

Perceptual positioning:

Distinguish between a positioning statement and a value proposition.

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:

Perceptual positioning has a technical orientation and uses objective measures.

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.

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