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Exam 5: Positioning

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Question 31

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Brands occasionally come along that are priced high but offer low quality.

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Question 32

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Your company manufactures several different basic appliances that are suitable for young adults establishing their own homes for the first time.Which of the following strategies would you use?

A) high quality product, lower price, light promo, wide distribution
B) ​high quality product, lower price, heavy promo, exclusive channels
C) low quality product, lower price, heavy promo, wide distribution
D) low quality product, lower price, light promo, wide distribution

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Question 33

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Madison serves as Vice President of Customer Experience at Company X, a large international hospitality firm with hotels and resorts around the globe.Madison's role involves catering to the specific needs and preferences of Company X's most valuable guests.Company X is most likely engaged in a customer intimacy strategy to create value among its guests.

When writing a positioning statement, it is a good idea to abstract from the level of the brand's attributes to the __________ benefits to the customer.

When you are writing a positioning statement, if you don't have real differences and cannot see a way to create them, then you can create a difference based on

Communication is one of the 5 Cs.

A positioning statement can be a foundation for

Joseph is having trouble writing a good positioning statement for the accounting software his company sells.What could be causing Joseph's problem?

What is positioning, and why is it probably the most important aspect of marketing?

Customer intimacy is a basic corporate strategy that creates value.

One question always on the minds of marketers is, "Is my intended position the one that customers perceive?"

Customers may view similar companies as interchangeable.

Explain what a USP is and how it is used.

Perception is one of the 4 Ps.

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.

Once it has positioned itself or its brand, a company must be able to communicate succinctly the parameters of that position to a single audience.

Which of the following combinations should be avoided?

Positioning involves which of the marketing mix variables?

If a brand has an exclusive image, it would make good sense to avoid

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