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Exam 5: Positioning

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Question 1

Multiple Choice

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Product leadership refers to companies that

A) are good at production, delivery, price, and convenience.
B) are expensive but expected to pay off in long-term loyalty and enhanced customer lifetime value.
C) pride themselves on quality and innovation.
D) are willing to tailor their products to particular customer needs.

Correct Answer

verified

C

Question 2

True/False

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Mark needs to write the positioning statement for Company X.One of Mark's colleagues advises him that the positioning statement needs to be clearly understood by the company's employees, shareholders, and customers-but NOT by the general public since this group will not be interacting with the company.Mark's colleague has offered good advice.

Correct Answer

verified

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Question 3

True/False

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Joe's company prides itself on efficient production and delivery of products, in addition to offering low prices and convenience to its customers.The strategy most likely being employed by Joe's company is product leadership.

A brand can reasonably be positioned as the "coolest" brand and the best value.

Identify and describe the three basic corporate strategies for creating value and achieving market stature.

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

On a perceptual map, brands depicted as points in the map close together are those perceived as similar.

A positioning statement should express a brand's competitive advantage.

Holes in perceptual maps identify areas of fierce competition among an industry's firms.

Shannon is struggling to communicate who Company ABC is compared to the competition.Shannon wants to communicate that Company ABC's brand has the benefits that the target market will value.Shannon is engaged in what marketing activity?

Positioning is about identity: who your brand or company is in the marketplace vis-à-vis the competition and in the customer's eyes.

Positioning statements vary widely.They can be straightforward or surprising.Give some examples of different types of positioning statements from the real world.

Dom is reviewing a perceptual map that compares a number of jeans brands based on customer survey data.Five of the eight brands are depicted as points close together on the map.A logical conclusion Dom can draw from this perceptual map is

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

__________ in perceptual maps offer(s) intriguing possibilities for new market opportunities.

Positioning involves two of the marketing mix variables.

Some perceptual maps contain descriptors for a single service provider.

If a brand has an exclusive image and distribution chain, it needs to promote it as much as possible.

Explain this perceptual map.

When writing a good positioning statement, knowledge of the competition is irrelevant.