Question 1

The place a product occupies in consumers' minds on important attributes relative to competitive products is referred to as
A) product repositioning.
B) relative positioning.
C) competitive positioning.
D) product positioning.
E) selective perception.

Accepted Answer

Product positioning refers to the place a product holds in consumers' minds on important attributes relative to competitive products. It involves creating a unique impression in the consumer's mind and differentiates a company's offering from its competitors. It helps companies to craft marketing messages that resonate with their target audience and create a distinct identity for their product. Therefore, the correct answer is D.

Question 2

According to an Apple market-product grid for its personal computer line, Apple would most likely get the least product synergies from the
A) The most expensive products, Mac Pro and MacBook Pro.
B) The most versatile products, Mac Pro and iMac.
C) The products with the most complimentary market segments, iMac and MacBook Air.
D) The products with the fewest complimentary market segments, Mac Pro and Mac Mini.
E) The least frequently updated products, MacBook Air and Mac Mini.

Accepted Answer

The Mac Pro and Mac Mini target different market segments, with the Mac Pro aimed at high-end professional users and the Mac Mini at budget-conscious consumers, resulting in fewer synergies.

Question 3

Product repositioning is
A) the place a product offering occupies in consumers' minds on important attributes.
B) using a market-product grid to place products in their appropriate places on that grid to identify potential untapped markets.
C) changing the place an offering occupies in consumers' minds relative to competitive products.
D) the practice of selling a firm's least successful product line and redirecting that revenue into a totally new product.
E) the competitive advantage of one product over another.

Accepted Answer

Product repositioning involves changing the perception of a product in the minds of consumers relative to competitors, often to target a new market or improve sales.

Question 4

In an the Apple market-product grid for its personal computer line, the iMac is popular among all the segments Apple can target. This product would allows Apple to enjoy
A) segmentation synergies.
B) marketing synergies.
C) product synergies.
D) the benefits of the 80/20 rule.
E) frequency marketing.

Accepted Answer

Product synergies occur when a product, like the iMac, appeals to multiple market segments, allowing a company to streamline production and marketing efforts across those segments.

Question 5

In the athletic shoe market, Adidas AG and Nike, Inc. practice ________ positioning since both companies vie for the same customers with technologically advanced products.
A) psychological
B) perceptual
C) differentiation
D) head-to-head
E) market

Accepted Answer

Head-to-head positioning involves companies competing directly with each other in the same product category. Adidas and Nike both offer technologically advanced athletic shoes and are considered competitors in the same market segment.

Question 6

Recently, U.S. dairies, struggling to increase milk sales, tried to change the way adults thought about chocolate milk. The dairies wanted to ________ chocolate milk in the minds of adult consumers.
A) segment
B) differentiate
C) explain
D) promote
E) reposition

Accepted Answer

To change the way adults think about chocolate milk, the dairies would need to reposition it - essentially changing its current image or perception in the minds of consumers.

Question 7

When considering the quick-service restaurant competition, it will be most important for Wendy's to consider not only the offerings of Burger King, McDonald's, Five Guys, and other hamburger chains but also the
A) meals at golf and country clubs.
B) dormitory meal plans at surrounding colleges and universities.
C) items for sale at gas stations and convenience stores.
D) local farmer's markets that sell produce.
E) nearly every food item sold at local grocery stores.

Accepted Answer

The items for sale at gas stations and convenience stores are a direct competitor to quick-service restaurants as they offer convenient, on-the-go food options. This is especially true for Wendy's, which specializes in burgers and other fast food items that can be perceived as quick and convenient meals. Therefore, it is important for Wendy's to consider not only other hamburger chains but also convenience stores when assessing the competition. The other options listed are not as relevant or direct competitors to Wendy's in the quick-service restaurant industry.

Question 8

In an Apple market-product grid for its personal computer line, the professional segment of medium/large businesses seems willing to purchase all of the items in Apple's product line. This allows Apple to enjoy cost savings due to
A) segment differentiation.
B) marketing synergies.
C) product synergies.
D) segment repositioning.
E) product differentiation.

Accepted Answer

Marketing synergies refer to cost savings that a company can enjoy by using one marketing mix for multiple products. In this case, Apple can market its entire personal computer line to the professional segment of medium/large businesses, allowing them to enjoy cost savings through marketing synergies.

Question 9

In its early years, Apple was often called "Camp Runamok" because
A) every employee was encouraged to do his or her own thing.
B) it was concentrating on laptops while everyone else was concentrating on personal computers.
C) all the employees were so young, so they often played more than they worked.
D) there were no coherent product lines targeted at identifiable market segments.
E) its personal computers were running amok with viruses, spyware, and other problems.

Accepted Answer

The answer of In its early years, Apple was often...

Question 10

In the sneaker business, Heelys practiced ________ positioning when it introduced a line of Heelys sneakers that came with an imbedded, detachable wheel in the shoe's heel marketed to young teens.
A) head-to-head
B) parallel market
C) reflexive
D) revised
E) differentiation

Accepted Answer

Heelys used differentiation positioning by introducing a unique product feature (an embedded, detachable wheel) that set their sneakers apart from traditional sneakers, targeting young teens.

Question 11

Differentiation positioning requires a product to
A) emphasize unique product attributes to compete directly with competitors.
B) compete directly with competitors on similar product attributes in the same target market.
C) compete with competitors on similar product attributes but in a different market.
D) seek a less-competitive, smaller market niche in which to locate a brand.
E) develop marketing actions to move a product or brand to an ideal position.

Accepted Answer

The answer of Differentiation positioning requires a product to
A) emphasize...

Question 12

Marketing synergies often come at the expense of product synergies because
A) product synergies are more effective for penetrating a market rather than creating one.
B) multiple market segments usually require multiple products.
C) it is easier to change a product than to completely develop a new marketing plan.
D) a single customer segment will likely require a variety of products, each of which must be designed and manufactured.
E) no company can afford to do both at the same time.

Accepted Answer

The answer of Marketing synergies often come at the expense...

Question 13

Two key types of synergies are
A) supplier and distributor synergies.
B) marketing and product synergies.
C) industry-dominated and consumer-dominated.
D) product and production synergies.
E) consumer and market synergies.

Accepted Answer

Recognizing opportunities for key synergies-that is,efficiencies-is vital to success in selecting target market segments and making marketing program decisions.Two key synergies are marketing and product,which represent an opportunity for efficiency in terms of a market segment and product in the form of research and development (R&d)and production.

Question 14

Product positioning is
A) an outdated concept that assigns product value by association with social class.
B) the place a product offering occupies in consumers' minds on important attributes.
C) the competitive advantage of one product over another.
D) changing the place a product occupies in a consumer's mind relative to competitive products.
E) a market-product grid with products in appropriate places used to identify potential untapped markets.

Accepted Answer

Product positioning refers to the place a product occupies in the minds of consumers based on important attributes, distinguishing it from competitors.

Question 15

Changing the place an offering occupies in consumers' minds relative to competitive products is referred to as
A) product placement.
B) perceptual mapping.
C) product positioning.
D) product repositioning.
E) product differentiation.

Accepted Answer

The answer of Changing the place an offering occupies in...

Question 16

One approach to positioning a new product in a market is ________ positioning, which involves competing directly with competitors on similar product attributes in the same target market.
A) perceptual
B) head-to-head
C) psychological
D) differentiation
E) market

Accepted Answer

Head-to-head positioning involves directly competing with competitors on similar product attributes in the same target market. This approach is often used when the new product has similar features, benefits, and pricing as the competitors. It focuses on emphasizing the superiority of the new product in comparison to the competitors to gain market share.

Question 17

Which of the following competitors mentioned in the textbook should the owner of a Wendy's restaurant monitor closely due to its explosive growth in the number of current and proposed locations-one that is or may soon be near this Wendy's?
A) Burger King
B) In-N-Out Burger
C) McDonald's
D) Five Guys
E) Smashburger

Accepted Answer

Five Guys is mentioned in the textbook as having "explosive growth" in the number of current and proposed locations. Therefore, the owner of a Wendy's restaurant should monitor this competitor closely if it is or may soon be located near the Wendy's.

Question 18

A positioning approach that involves seeking a less competitive, smaller market niche in which to locate a brand is referred to as
A) competitive repositioning.
B) head-to-head positioning.
C) differentiation positioning.
D) downsize positioning.
E) product repositioning.

Accepted Answer

The answer of A positioning approach that involves seeking a...

Question 19

Head-to-head positioning requires a product to
A) compete with products from competitors of the same size and country of origin.
B) compete with competitors on similar product attributes but in a different market.
C) compete with competitors on similar product attributes in the same market.
D) compete against very similar products from its own company.
E) compete against a single competitor with an identical offering.

Accepted Answer

Head-to-head positioning requires a product to compete with competitors on similar product attributes in the same market. This means that the product is directly competing with similar products from other companies in the same market.

Question 20

Carmaker Kia has used its 10-year/100,000 mile warranty program to improve consumer perceptions of the reliability of its vehicles. This would be considered a ________ strategy.
A) product repositioning
B) perceptual mapping
C) product positioning
D) product differentiation
E) psychographic

Accepted Answer

The answer of Carmaker Kia has used its 10-year/100,000 mile...

Quiz 8: Market Segmentation, Targeting, and Positioning

The place a product occupies in consumers' minds on important attributes relative to competitive products is referred to as

According to an Apple market-product grid for its personal computer line, Apple would most likely get the least product synergies from the

Product repositioning is

In an the Apple market-product grid for its personal computer line, the iMac is popular among all the segments Apple can target. This product would allows Apple to enjoy

In the athletic shoe market, Adidas AG and Nike, Inc. practice ________ positioning since both companies vie for the same customers with technologically advanced products.

Recently, U.S. dairies, struggling to increase milk sales, tried to change the way adults thought about chocolate milk. The dairies wanted to ________ chocolate milk in the minds of adult consumers.

When considering the quick-service restaurant competition, it will be most important for Wendy's to consider not only the offerings of Burger King, McDonald's, Five Guys, and other hamburger chains but also the

In an Apple market-product grid for its personal computer line, the professional segment of medium/large businesses seems willing to purchase all of the items in Apple's product line. This allows Apple to enjoy cost savings due to

In its early years, Apple was often called "Camp Runamok" because

In the sneaker business, Heelys practiced ________ positioning when it introduced a line of Heelys sneakers that came with an imbedded, detachable wheel in the shoe's heel marketed to young teens.

Differentiation positioning requires a product to

Marketing synergies often come at the expense of product synergies because

Two key types of synergies are

Product positioning is

Changing the place an offering occupies in consumers' minds relative to competitive products is referred to as

One approach to positioning a new product in a market is ________ positioning, which involves competing directly with competitors on similar product attributes in the same target market.

Which of the following competitors mentioned in the textbook should the owner of a Wendy's restaurant monitor closely due to its explosive growth in the number of current and proposed locations-one that is or may soon be near this Wendy's?

A positioning approach that involves seeking a less competitive, smaller market niche in which to locate a brand is referred to as

Head-to-head positioning requires a product to

Carmaker Kia has used its 10-year/100,000 mile warranty program to improve consumer perceptions of the reliability of its vehicles. This would be considered a ________ strategy.