Question 1

"Less-for-much-less" positioning involves meeting consumers' ________.
quality performance requirements at a lower price
lower quality requirements in exchange for a lower price
lower quality requirements at the lowest possible price
high quality requirements at a discounted rate
high quality requirements at the lowest possible price

Accepted Answer

The answer of "Less-for-much-less" positioning involves meeting consumers' ________.
quality performance...

Question 2

The answer to the customer's question, "Why should I buy your brand?" is found in the ________.
quality image
customer services
value proposition
differentiation
pricing and promotion structure

Accepted Answer

The answer of The answer to the customer's question, "Why...

Question 3

When firms use symbols, colors, or characters to convey their personalities, they are using ________ differentiation.
image
people
company
reputation
subliminal

Accepted Answer

The answer of When firms use symbols, colors, or characters...

Question 4

Which of the listed choices is a very important positioning task?
identifying a set of possible competitive advantages upon which to build a position
surveying frequent uses of the product
selecting a specific positioning statement
effectively selling the cheapest position to the market
selecting the right competition

Accepted Answer

The answer of Which of the listed choices is a...

Question 5

Which group determines a product's position relative to competing products?
manufacturers
wholesalers
retailers
consumers
suppliers

Accepted Answer

The answer of Which group determines a product's position relative...

Question 6

A company or market offer can be differentiated along the lines of product, image, services, channels, or ________.
prices
nonprice factors
people
customer service
location

Accepted Answer

The answer of A company or market offer can be...

Question 7

A company or store gains a(n) ________ by differentiating its products and delivering more value.
competitive advantage
positioning advantage
cost advantage
efficiency advantage
synergy

Accepted Answer

The answer of A company or store gains a(n) ________...

Question 8

Not every brand difference is worth establishing and promoting.A difference is worth promoting to the extent that it satisfies which of the following criteria?
competitive
alternative
divisible
superior
reactive

Accepted Answer

The answer of Not every brand difference is worth establishing...

Question 9

A product's position is based on important attributes as perceived by ________.
suppliers
competitors
market conditions
consumers
managers

Accepted Answer

The answer of A product's position is based on important...

Question 10

It is considered socially irresponsible when the marketing of adult products spills over into the ________ segment.
elderly
child
animal
minority
senior

Accepted Answer

The answer of It is considered socially irresponsible when the...

Question 11

Ad man Rosser Reeves believes that firms should develop a USP for each brand and stick to it.What does USP stand for?
unique selling product
unique services practice
unique sales pitch
unique selling proposition
universally strategic practice

Accepted Answer

The answer of Ad man Rosser Reeves believes that firms...

Question 12

Most attempts to target children and minority groups provide ________ to target customers.
benefits
education
disadvantages
harm
expenses

Accepted Answer

The answer of Most attempts to target children and minority...

Question 13

Which difficult-to-sustain positioning strategy attempts to deliver the "best-of-both"?
more-for-the-same
more-for-less
same-for-less
more-for-more
less-for-much-less

Accepted Answer

The answer of Which difficult-to-sustain positioning strategy attempts to deliver...

Question 14

Few people can afford the best in everything they buy.At times everyone needs a product with less quality or performance with a correspondingly lower price.In this case, a consumer would purchase a product positioned with a ________ strategy.
more-for-the-same
more-for-less
same-for-less
less-for-much-less
all-or-nothing

Accepted Answer

The answer of Few people can afford the best in...

Question 15

In target marketing, the issue is not really who is targeted, but rather ________ and for ________.
why; what
how; what
why; how long
where; how long
how; where

Accepted Answer

The answer of In target marketing, the issue is not...

Question 16

You have just created the "perfect" ad.It communicates the full mix of benefits upon which the brand is differentiated and positioned.This full positioning of the brand is called ________.
its value proposition
target marketing
capturing the consumers' attention
value profiling
differentiated marketing

Accepted Answer

The answer of You have just created the "perfect" ad.It...

Question 17

Which type of differentiation is used to gain competitive advantage through the way a firm designs its distribution coverage, expertise, and performance?
services differentiation
channel differentiation
people differentiation
product differentiation
price differentiation

Accepted Answer

The answer of Which type of differentiation is used to...

Question 18

What competitive positioning strategy can attack a more-for-more strategy by introducing a brand offering with comparable quality at a lower price?
more-for-the-same
more-for-less
same-for-less
less-for-much-less
all-or-nothing

Accepted Answer

The answer of What competitive positioning strategy can attack a...

Question 19

Which positioning strategy offers consumers a "good deal" by offering equivalent-quality products or services at a lower price?
more-for-the-same
more-for-less
same-for-less
less-for-much-less
all-or-nothing

Accepted Answer

The answer of Which positioning strategy offers consumers a "good...

Question 20

From cereal and toys to fast food and fashion marketers have generated much controversy in recent years by their attempts to target ________.
the elderly
white-collar workers
children
multiple international markets
suburban adults

Accepted Answer

The answer of From cereal and toys to fast food...

Quiz 7: Segmentation, Targeting, and Positioning

The answer to the customer's question, "Why should I buy your brand?" is found in the ________. quality image customer services value proposition differentiation pricing and promotion structure

When firms use symbols, colors, or characters to convey their personalities, they are using ________ differentiation. image people company reputation subliminal

Which group determines a product's position relative to competing products? manufacturers wholesalers retailers consumers suppliers

A company or market offer can be differentiated along the lines of product, image, services, channels, or ________. prices nonprice factors people customer service location

A company or store gains a(n) ________ by differentiating its products and delivering more value. competitive advantage positioning advantage cost advantage efficiency advantage synergy

Not every brand difference is worth establishing and promoting.A difference is worth promoting to the extent that it satisfies which of the following criteria? competitive alternative divisible superior reactive

A product's position is based on important attributes as perceived by ________. suppliers competitors market conditions consumers managers

It is considered socially irresponsible when the marketing of adult products spills over into the ________ segment. elderly child animal minority senior

Ad man Rosser Reeves believes that firms should develop a USP for each brand and stick to it.What does USP stand for? unique selling product unique services practice unique sales pitch unique selling proposition universally strategic practice

Most attempts to target children and minority groups provide ________ to target customers. benefits education disadvantages harm expenses

Which difficult-to-sustain positioning strategy attempts to deliver the "best-of-both"? more-for-the-same more-for-less same-for-less more-for-more less-for-much-less

In target marketing, the issue is not really who is targeted, but rather and for . why; what how; what why; how long where; how long how; where

Which type of differentiation is used to gain competitive advantage through the way a firm designs its distribution coverage, expertise, and performance? services differentiation channel differentiation people differentiation product differentiation price differentiation

What competitive positioning strategy can attack a more-for-more strategy by introducing a brand offering with comparable quality at a lower price? more-for-the-same more-for-less same-for-less less-for-much-less all-or-nothing

Which positioning strategy offers consumers a "good deal" by offering equivalent-quality products or services at a lower price? more-for-the-same more-for-less same-for-less less-for-much-less all-or-nothing

From cereal and toys to fast food and fashion marketers have generated much controversy in recent years by their attempts to target ________. the elderly white-collar workers children multiple international markets suburban adults