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Exam 5: Positioning

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Question 31

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Positioning is mostly about .

A) identity
B) physical elements
C) targeting
D) advertising

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Question 32

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In analyzing perceptual maps, one question always on the marketer's mind is:

A) "Is my brand optimally segmented?"
B) "Is my brand experiencing holes?"
C) "Is my brand targeted correctly?"
D) "Is my brand optimally positioned?"

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Question 33

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A positioning statement should address your target segment. Anything else you'll say in the positioning statement will have meaning to customers who are not in that segment.

Positioning typically involves modifying all the 4P elements.

Which of the following is NOT one of three basic corporate strategies for creating value and achieving market stature?

Who originally described the three basic corporate strategies to creating value and achieving market stature?

Just as consumers are demanding, wanting the very best of everything, companies can be equally irrational.

Which of the following positioning combinations makes the most sense?

Alexis is in charge of designing a new product for her company. The research data she collected suggests the benefits to her target segment will be minimal. Based on this information, Alexis will have a difficult time positioning this new product.

With time, it's hard for a company to resist raising prices, or letting quality settle a little lower due to cost cutting measures.

Which of the following is NOT true according to this perceptual map?

Perceptual maps allow managers to see graphical depictions of where their brands are, and where their competitors are, in the minds of their customers.

Customer segments shown on perceptual maps offer marketing managers information about what's going on in the marketplace.

Johnson & Johnson uses a customer intimacy strategy.

Managers should NOT use a positioning statement as an internal memorandum that keeps them aligned to it as a basic guiding principle.

The positioning statement can serve as an internal memorandum keeping all managers aligned as a basic guiding principle in all their collective decisions, so as to enhance the likelihood of in the results of those decisions.

Brands depicted as points in the map close together are those perceived as .

"Where happiness means the world," is the positioning statement for which of the following?

Positioning has more physical elements than perceptual ones.

The three basic corporate strategies to creating value and achieving market stature were originally described by Michael Treacy and Fred Wiersema in The Discipline of Market Leaders.