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Marketing Management Study Set 10

Business

Quiz 5 :

Positioning

Quiz 5 :

Positioning

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Positioning is about designing a product to have benefits that the target segment will value.
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True False
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Answer:

True

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

True

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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.
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True False
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Answer:

True

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Positioning is about identity (i.e., who you are in the marketplace vis­à­vis the competition).
True False
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Just as consumers are demanding, wanting the very best of everything, companies can be equally irrational.
True False
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Low prices always result in low profitability.
True False
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Positioning has more physical elements than perceptual ones.
True False
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Customer segments shown on perceptual maps offer marketing managers information about what's going on in the marketplace.
True False
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Communication is one of the 5 Cs.
True False
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One question always on the minds of marketers is, "Is my intended position the one that customers perceive?"
True False
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Simultaneously being the "coolest" brand and offering the best value is a reasonable positioning objective.
True False
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Some perceptual maps contain descriptors for a single service provider.
True False
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Holes in perceptual maps identify areas of fierce competition among an industry's firms.
True False
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Brands occasionally come along that are priced high but offer low quality.
True False
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Three basic corporate strategies to creating value and achieving market stature are operational excellence, product leadership, and customer intimacy.
True False
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On a perceptual map, brands depicted as points in the map close together are those perceived as similar.
True False
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Positioning involves two of the marketing mix variables.
True False
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With time, it's hard for a company to resist raising prices, or letting quality settle a little lower due to cost cutting measures.
True False
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Positioning typically involves modifying all the 4P elements.
True False
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Perception is one of the 4 Ps.
True False
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