Question 1

Positioning refers to the act of:

Accepted Answer

Positioning is about creating a distinct image or identity for a brand in the customer's mind, differentiating it from competitors.

Question 2

What is psychographic segmentation,and how do marketers use it in targeting different world markets?

Accepted Answer

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Question 3

Benetton uses the slogan "United Colors of Benetton" to position itself as a brand concerned with the unity of humankind.This type of strategy is referred to as GCCP (global consumer culture positioning).

Accepted Answer

GCCP (Global Consumer Culture Positioning) refers to a strategy that positions a brand as embodying a global culture or as being an icon of a global consumer culture. Benetton's use of "United Colors of Benetton" as a slogan to promote unity among humankind aligns with this strategy by appealing to universal values and the idea of a global community.

Question 4

The world's best-known cosmetics companies are setting their sights on a lucrative new market segment: the emerging middle classes in countries such as Brazil,Russia,India,and China.However,these companies have to understand:

Accepted Answer

Understanding cultural perceptions of beauty is crucial for cosmetics companies entering new markets. In this case, knowing what beauty means to Chinese women (C) is essential for tailoring products and marketing strategies to meet local tastes and preferences. Choices A, B, D, and E make broad generalizations that do not account for the nuanced understanding required to succeed in diverse markets.

Question 5

For years,ads for Volvo automobiles stressed safety features and protection in the event of a crash.Thus,Volvo automobiles developed a reputation based on which positioning strategy?

Accepted Answer

Volvo's advertising strategy emphasized safety features and protection, which are specific attributes and benefits of their cars. This approach is aimed at positioning their vehicles as the safest option in the market, leveraging these characteristics to differentiate themselves from competitors.

Question 6

Assume that the market segment is judged to be large enough,and the strong competitors are either absent or deemed to be vulnerable,then is it safe to enter the country?

Accepted Answer

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Question 7

What are the major differences between global,foreign,and local consumer culture positioning? Why are these differences significant? Give examples of how companies are trying to lure customers using these positioning strategies.

Accepted Answer

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Question 8

The Swatch Group markets watches in all price ranges,from the Swatch brand at the low end to luxury brands such as Longines,Blancpain,and Breguet.Which target market strategy does this illustrate?

Accepted Answer

The Swatch Group's approach of marketing watches across all price ranges, from low-end to luxury brands, is an example of differentiated global marketing. This strategy involves targeting several market segments with different products tailored to each segment's needs and preferences.

Question 9

Standardized global marketing is analogous to mass marketing in a single country and is also known as differentiated target marketing.

Accepted Answer

Standardized global marketing refers to using the same marketing strategy and mix in all of the company's international markets, which contrasts with differentiated target marketing, where strategies are tailored to fit the needs and preferences of local markets.

Question 10

Colgate Total toothpaste is positioned as the brand that addresses all aspects of oral health.Such positioning is very important from a business point of view.How does positioning help in deciding on a marketing strategy? What are the differences between using "attribute or benefit" and "quality and price" as positioning strategy?

Accepted Answer

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Question 11

Implicit or explicit reference to competitors can provide the basis for an effective positioning strategy.

Accepted Answer

Implicit or explicit references to competitors in a positioning strategy can help differentiate a brand or product in the minds of consumers by highlighting unique features, benefits, or value propositions compared to those of competitors.

Question 12

When a marketer understands that a product satisfies a buyer's rational criteria while also evoking an emotional response,the marketer should:

Accepted Answer

Understanding both rational and emotional responses suggests the need for psychographic segmentation to better understand consumer motivations and preferences, complementing demographic data.

Question 13

Unilever and other consumer goods companies often engage in differentiated target marketing,offering a full range of brands within a given product category.

Accepted Answer

Unilever and similar consumer goods companies use differentiated target marketing to cater to various segments within the market by offering a wide range of brands within a single product category, each aimed at meeting the specific needs or preferences of different consumer groups.

Question 14

What factors should be considered by cosmetic companies to be successful in markets in Brazil,Russia,India,and China?

Accepted Answer

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Question 15

The strategy that identifies a brand as a symbol of a particular global segment is known as:

Accepted Answer

Global consumer culture positioning (GCCP) identifies a brand as a symbol of a particular global segment. It suggests that the brand embraces values and norms of a global culture and is thus universally appealing.

Question 16

BMW advertises its cars as the "ultimate driving machine" which is described as positioning based on:

Accepted Answer

Positioning based on attribute/benefit focuses on the specific advantages or features that a product offers, which in the case of BMW, is the superior driving experience or "ultimate driving machine," highlighting a key benefit of their cars.

Question 17

In the cosmetics industry,Unilever pursues differentiated global marketing strategies by targeting both ends of the perfume market.

Accepted Answer

Unilever, like many large corporations in the cosmetics industry, employs differentiated global marketing strategies to cater to various segments of the market, including both premium and more affordable segments of the perfume market. This approach allows them to appeal to a wide range of consumers with different preferences and financial capabilities.

Question 18

Which of the following is generally true about the marketing of high-touch products such as fine china and crystal?

Accepted Answer

High-touch products like fine china and crystal often rely more on image than on specialized information. This is because the perceived value and desirability of these items are significantly influenced by their aesthetic appeal and the prestige associated with owning them, rather than just the technical details or specifications.

Question 19

After evaluating identified segments,decisions have to be made whether to pursue a particular opportunity or not.Assuming the decision is made to proceed,an appropriate targeting strategy must be developed.Explain the basic categories of target marketing strategies and how they can be implemented.

Accepted Answer

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Question 20

Consumers shopping for high-touch products,such as fine perfume,are generally energized by ________ motives.

Accepted Answer

High-touch products like fine perfume often appeal to consumers' emotions, such as the desire for luxury, exclusivity, or personal indulgence, which energizes their purchasing motives.

Quiz 7: Segmentation,targeting,and Positioning