Question 1

Which of the following examples is NOT associated with positioning by attribute?

Accepted Answer

A)  Hyundai emphasizes low price 
B)  Volvo stresses safety and durability 
C)  Caress soap, by Lever Brothers, stresses on bath oil product rather than a soap 
D)  BMW emphasizes handling and engineering efficiency 
E)  Fiat emphasizes European craftsmanship 
A)  Hyundai emphasizes low price 
B)  Volvo stresses safety and durability 
C)  Caress soap, by Lever Brothers, stresses on bath oil product rather than a soap 
D)  BMW emphasizes handling and engineering efficiency 
E)  Fiat emphasizes European craftsmanship

Question 2

Products can have multiple positioning strategies,as increasing the number minimizes the difficulties and risks associated with positioning.

Accepted Answer

A) True 
 B)False

Question 3

Brands such as Hartmann luggage and Gucci handbags are targeted toward the mass market consumers.

Accepted Answer

A) True 
 B)False

Question 4

Which of the following is based on the understanding that no single product is likely to appeal to all customers?

Accepted Answer

A)  Market segmentation 
B)  Market positioning 
C)  Market placement 
D)  Market customization 
E)  Market planning 
A)  Market segmentation 
B)  Market positioning 
C)  Market placement 
D)  Market customization 
E)  Market planning

Question 5

Today's technology has helped marketers to target a product's best customers and the stores where they are most likely to shop.

Accepted Answer

A) True 
 B)False

Question 6

Consumer-product relationships are most commonly analyzed through all of the following methods EXCEPT:

Accepted Answer

A)  brainstorming. 
B)  focus groups. 
C)  secondary research. 
D)  psychoanalytic tests. 
E)  primary research. 
A)  brainstorming. 
B)  focus groups. 
C)  secondary research. 
D)  psychoanalytic tests. 
E)  primary research.

Question 7

In the analysis of consumer-product relationships,focus groups and other types of primary research can be used for identifying differences in attributes,benefits,and values of various potential markets.

Accepted Answer

A) True 
 B)False

Question 8

Comparative advertising is an example of positioning by:

Accepted Answer

A)  attributes. 
B)  lifestyles. 
C)  use/application. 
D)  users. 
E)  competitors. 
A)  attributes. 
B)  lifestyles. 
C)  use/application. 
D)  users. 
E)  competitors.

Question 9

An expensive china designed for special occasion is an example of:

Accepted Answer

A)  benefit segmentation. 
B)  psychographic segmentation. 
C)  person/situation segmentation. 
D)  geodemographic segmentation. 
E)  psychoanalytic segmentation. 
A)  benefit segmentation. 
B)  psychographic segmentation. 
C)  person/situation segmentation. 
D)  geodemographic segmentation. 
E)  psychoanalytic segmentation.

Question 10

The prestige market seeks only the highest-priced product available.

Accepted Answer

A) True 
 B)False

Question 11

A product cannot be positioned in terms of two or more attributes simultaneously.

Accepted Answer

A) True 
 B)False

Question 12

Explain the task of designing a marketing mix strategy in market segmentation.

Accepted Answer

Designing a marketing mix strategy is th

Question 13

According to the person/situation segmentation,a firm should first position its offerings within the matrix and then position its competitors' offering within the matrix on the same criteria.

Accepted Answer

A) True 
 B)False

Question 14

Briefly describe market segmentation along the lines of VALSᵀᴹ.

Accepted Answer

VALSᵀᴹ,which originally stood for "value

Question 15

_____ segmentation identifies specific households in a market by focusing on local neighborhood geography to create classifications of actual,addressable,mappable neighborhoods where consumers live and shop.

Accepted Answer

The answer of _____ segmentation identifies specific households in a...

Question 16

Identify the correct statement about the benefit segmentation approach.

Accepted Answer

A)  It divides markets on differences in consumer lifestyles. 
B)  Generally, benefit segmentation follows a post hoc model. 
C)  It combines not only the person and the situation but also other important segmentation bases. 
D)  It identifies specific households in a market by focusing on local neighborhood geography. 
E)  It attempts to measure consumer value systems and consumers' perceptions of various brands in a product class. 
A)  It divides markets on differences in consumer lifestyles. 
B)  Generally, benefit segmentation follows a post hoc model. 
C)  It combines not only the person and the situation but also other important segmentation bases. 
D)  It identifies specific households in a market by focusing on local neighborhood geography. 
E)  It attempts to measure consumer value systems and consumers' perceptions of various brands in a product class.

Question 17

A new product can be positioned with respect to an attribute that competitors have ignored.

Accepted Answer

A) True 
 B)False

Question 18

The market segmentation process begins with the:

Accepted Answer

A)  analysis of customer-product relationships. 
B)  investigation of segmentation bases. 
C)  development of a product positioning strategy. 
D)  selection of a segmentation strategy. 
E)  designing of a marketing mix strategy. 
A)  analysis of customer-product relationships. 
B)  investigation of segmentation bases. 
C)  development of a product positioning strategy. 
D)  selection of a segmentation strategy. 
E)  designing of a marketing mix strategy.

Question 19

What is the key objective of product positioning? How might this be accomplished? What role(s)might positioning maps play?

Accepted Answer

The key objective of product positioning

Question 20

Probably the most frequently used positioning strategy is positioning by _____.

Accepted Answer

The answer of Probably the most frequently used positioning strategy...

Which of the following examples is NOT associated with positioning by attribute?

Products can have multiple positioning strategies,as increasing the number minimizes the difficulties and risks associated with positioning.

Brands such as Hartmann luggage and Gucci handbags are targeted toward the mass market consumers.

Which of the following is based on the understanding that no single product is likely to appeal to all customers?

Today's technology has helped marketers to target a product's best customers and the stores where they are most likely to shop.

Consumer-product relationships are most commonly analyzed through all of the following methods EXCEPT:

In the analysis of consumer-product relationships,focus groups and other types of primary research can be used for identifying differences in attributes,benefits,and values of various potential markets.

Comparative advertising is an example of positioning by:

An expensive china designed for special occasion is an example of:

The prestige market seeks only the highest-priced product available.

A product cannot be positioned in terms of two or more attributes simultaneously.

Explain the task of designing a marketing mix strategy in market segmentation.

According to the person/situation segmentation,a firm should first position its offerings within the matrix and then position its competitors' offering within the matrix on the same criteria.

Briefly describe market segmentation along the lines of VALSᵀᴹ.

_____ segmentation identifies specific households in a market by focusing on local neighborhood geography to create classifications of actual,addressable,mappable neighborhoods where consumers live and shop.

Identify the correct statement about the benefit segmentation approach.

A new product can be positioned with respect to an attribute that competitors have ignored.

The market segmentation process begins with the:

What is the key objective of product positioning? How might this be accomplished? What role(s)might positioning maps play?

Probably the most frequently used positioning strategy is positioning by _____.

Introduction to Consumer Behavior and Marketing Strategy

A Framework for Consumer Analysis

Introduction to Affect and Cognition

Consumers Product Knowledge and Involvement

Attention and Comprehension

Attitudes and Intentions

Consumer Decision Making

Introduction to Behavior

Conditioning and Learning Processes

Influencing Consumer Behaviors

Introduction to the Environment

Cultural and Cross-Cultural Influences

Subculture and Social Class

Reference Groups and Family

Consumer Behavior and Product Strategy

Consumer Behavior and Promotion Strategy

Consumer Behavior and Pricing Strategy

Consumer Behavior, Electronic Commerce, and Channel Strategy

Filters

Exam 15: Market Segmentation and Product Positioning

Which of the following examples is NOT associated with positioning by attribute?

Products can have multiple positioning strategies,as increasing the number minimizes the difficulties and risks associated with positioning.

Brands such as Hartmann luggage and Gucci handbags are targeted toward the mass market consumers.

Which of the following is based on the understanding that no single product is likely to appeal to all customers?

Today's technology has helped marketers to target a product's best customers and the stores where they are most likely to shop.

Consumer-product relationships are most commonly analyzed through all of the following methods EXCEPT:

In the analysis of consumer-product relationships,focus groups and other types of primary research can be used for identifying differences in attributes,benefits,and values of various potential markets.

Comparative advertising is an example of positioning by:

An expensive china designed for special occasion is an example of:

The prestige market seeks only the highest-priced product available.

A product cannot be positioned in terms of two or more attributes simultaneously.

Explain the task of designing a marketing mix strategy in market segmentation.

According to the person/situation segmentation,a firm should first position its offerings within the matrix and then position its competitors' offering within the matrix on the same criteria.

Briefly describe market segmentation along the lines of VALSᵀᴹ.

_____ segmentation identifies specific households in a market by focusing on local neighborhood geography to create classifications of actual,addressable,mappable neighborhoods where consumers live and shop.

Identify the correct statement about the benefit segmentation approach.

A new product can be positioned with respect to an attribute that competitors have ignored.

The market segmentation process begins with the:

What is the key objective of product positioning? How might this be accomplished? What role(s)might positioning maps play?

Probably the most frequently used positioning strategy is positioning by _____.

Introduction to Consumer Behavior and Marketing Strategy

A Framework for Consumer Analysis

Introduction to Affect and Cognition

Consumers Product Knowledge and Involvement

Attention and Comprehension

Attitudes and Intentions

Consumer Decision Making

Introduction to Behavior

Conditioning and Learning Processes

Influencing Consumer Behaviors

Introduction to the Environment

Cultural and Cross-Cultural Influences

Subculture and Social Class

Reference Groups and Family

Consumer Behavior and Product Strategy

Consumer Behavior and Promotion Strategy

Consumer Behavior and Pricing Strategy

Consumer Behavior, Electronic Commerce, and Channel Strategy

Filters