Question 1

A product's positioning:
A) is the image projected by the product, exclusive of its price.
B) is the image the product projects in relation to competitive products as well as to other products marketed by the same company.
C) is the product's physical characteristics.
D) is how the product is perceived by its competitors.
E) prevents the product's producer from engaging in market segmentation.

Accepted Answer

Product positioning refers to how a product is perceived in the market in relation to its competitors and other products from the same company. It encompasses the product's image, benefits, and attributes as perceived by the target market, not just its physical characteristics or how competitors view it.

Question 2

Marketers can position their products in relation to:
A) a competitor.
B) a product attribute.
C) a product class.
D) price and quality.
E) all of the above.

Accepted Answer

Marketers can position their products in various ways, including in relation to a competitor, based on specific product attributes, within a particular product class, or according to price and quality. This comprehensive approach allows for flexibility in marketing strategies to target different segments of the market effectively.

Question 3

Which of the following is the best example of positioning in relation to a competitor?
A) Pepsi test markets low-fat milkshakes.
B) Coca-Cola conducts taste tests between its Minute Maid orange juice and Pepsi's Tropicana, with Minute Maid winning.
C) Celestial Seasonings, a company known for its herbal teas, introduces a caffeinated line called Fast Lane.
D) Pepsi sells Masagran, its canned ready-to-drink coffee, at Starbucks locations.
E) Coca-Cola introduces a canned ready-to-drink coffee, called Georgia, in Japan.

Accepted Answer

Positioning in relation to a competitor involves directly comparing a product to a competitor's offering to highlight its superiority or differences. In choice B, Coca-Cola conducts taste tests between its Minute Maid orange juice and Pepsi's Tropicana, directly comparing its product to a competitor's and showcasing its superiority, which is a clear example of positioning against a competitor.

Question 4

An ad for Mott's apple sauce states the sauce contains only U.S.-grown apples while White House apple sauce, one its major competitors, uses imported apples that are not as fresh. How is Mott's apple sauce positioning itself?
A) in relation to a competitor
B) by price and quality
C) by product class
D) in relation to demographics
E) on the basis of product life cycle

Accepted Answer

Mott's apple sauce is positioning itself in relation to a competitor by highlighting the use of U.S.-grown apples as opposed to its competitor's use of imported apples.

Question 5

Advil's advertising claims that "the medicine in Advil is prescribed more for arthritis pain than the medicine in Tylenol and Tylenol Arthritis Extended Relief." How is Advil positioning itself?
A) in relation to a competitor
B) by price and quality
C) by product class
D) in relation to demographics
E) on the basis of product life cycle

Accepted Answer

Advil is positioning itself in relation to a competitor by comparing its effectiveness for arthritis pain directly to that of Tylenol and Tylenol Arthritis Extended Relief.

Question 6

The ad for Beechnut baby food indicates that it uses no chemically modified starches or added salt as Gerber does. This is an example of positioning:
A) in relation to a competitor.
B) by price and quality.
C) by product class.
D) in relation to demographics.
E) on the basis of product life cycle.

Accepted Answer

The ad positions Beechnut baby food in direct comparison to its competitor, Gerber, by highlighting differences in product ingredients, which is an example of positioning in relation to a competitor.

Question 7

The ad for Sugar Twin Plus tells consumers that "it tastes more like sugar without all the bitter aftertaste of the leading brand of artificial sweetener." This is an example of positioning:
A) in relation to a competitor.
B) by price and quality.
C) by product class.
D) in relation to geographical location.
E) on the basis of product life cycle.

Accepted Answer

The ad is positioning Sugar Twin Plus in relation to a competitor by comparing its taste to that of the leading brand of artificial sweetener, highlighting a specific advantage (less bitter aftertaste) over the competition.

Question 8

Focus groups and other research indicated to L.L. Bean, a pioneer in mail-order clothing, that it should develop a line of children's clothes that are warm and comfortable--not cute cutdown versions of adult styles. L.L. Bean is most likely trying to use positioning _____ with its new product line.
A) in relation to a competitor
B) by marketing research
C) by product class
D) in relation to geographical location
E) on the basis of product life cycle

Accepted Answer

The answer of Focus groups and other research indicated to...

Question 9

VISA is a fabric manufactured by Milliken. VISA's advertising claims that table linens made out of VISA fabric will "yield the best soil-release and lowest processing costs of any fabric in the business. They'll also last four to five times longer than cotton or blends." Milliken is using positioning _____ to market VISA fabric.
A) in relation to scientific test results
B) by marketing research
C) by product attribute
D) in relation to geographical location
E) on the basis of product life cycle

Accepted Answer

Milliken is positioning VISA fabric based on its specific attributes, such as best soil-release, lowest processing costs, and longer lifespan compared to other materials. This strategy highlights the unique qualities and benefits of the product.

Question 10

The Gillette Sensor for Women is advertised as the "finest razor ever created for the way a woman shaves." This is an example of positioning:
A) on the basis of product life cycle.
B) by price and quality.
C) by product attribute.
D) on the basis of space availability.
E) in relation to none of the above.

Accepted Answer

This is an example of positioning by product attribute, as the advertisement highlights a specific quality or feature of the product that is tailored to the specific needs of women when shaving.

Question 11

Kofola is a Czech cola that was created during the communist era. Its sales collapsed after the fall of communism. Consumers perceived Coca-Cola to be "glamorously capitalistic." During the first decade of this century, the cola has made a strong comeback by using an appeal to nostalgia and through the use of heartwarming scenarios in its advertising. This is an example of positioning:
A) on the basis of product life cycle.
B) by price and quality.
C) by product attribute.
D) on the basis of space availability.
E) in relation to none of the above.

Accepted Answer

Kofola's comeback strategy involved positioning by product attribute, emphasizing nostalgia and emotional appeal in its advertising.

Question 12

Curad, maker of first aid products, has introduced a plastic reusable storage box for its plastic strips and recyclable paper boxes of strips to refill the plastic boxes. This environmentally friendly strategy is an example of positioning:
A) in relation to geographical location.
B) by price and quality.
C) by product attribute.
D) on the basis of space available.
E) in relation to planned obsolescence.

Accepted Answer

Curad is positioning its product by emphasizing an environmentally friendly attribute, which is the use of a reusable storage box and recyclable paper boxes. This highlights a specific characteristic of the product that appeals to environmentally conscious consumers.

Question 13

One of the most expensive windows that can be bought is crafted by Andersen Windows. The company makes its windows according to the highest standards and pays attention to the smallest detail. From this information, you know that Andersen Window uses product positioning:
A) in relation to geographical location.
B) by price and quality.
C) in relation to stage of the product life cycle.
D) on the basis of space available.
E) in relation to planned obsolescence.

Accepted Answer

Andersen Windows positions its products by emphasizing their high quality and the corresponding high price, indicating a strategy that focuses on appealing to consumers looking for premium, durable options.

Question 14

_____ is accomplished by increasing the depth within a particular line and/or the number of lines offered to a customer.
A) A product hierarchy
B) Product feedback
C) Product-mix expansion
D) Incremental customer service
E) Incremental distribution

Accepted Answer

Product-mix expansion is achieved by either deepening the assortment within a product line (increasing the depth) or by increasing the number of product lines offered to customers, thereby broadening the product mix.

Question 15

When Curity, manufacturer of Curad first aid products, introduced Curad plastic strips in neon colors, it was an example of a(n):
A) change in strategic marketing strategy.
B) mix extension.
C) change in organizational goals.
D) line extension.
E) organizational restructuring.

Accepted Answer

Introducing Curad plastic strips in neon colors is an example of a line extension, which involves adding new product variations, sizes, or flavors to an existing product line to attract new customers or to appeal to more market segments.

Question 16

Kofola is a Czech cola that was created during the communist era. Its sales collapsed after the fall of communism. Consumers perceived Coca-Cola to be "glamorously capitalistic." During the first decade of this century, the cola has made a strong comeback. The beverage company has been so successful with its cola that it has introduced a citrus version as well as a children's fruit-based drink--all marketed under the Kofola brand. This is an example of a(n):
A) change in strategic marketing strategy.
B) mix extension.
C) change in organizational goals.
D) line extension.
E) organizational restructuring.

Accepted Answer

Introducing new flavors or variations of a product under the same brand, such as a citrus version and a children's fruit-based drink in the case of Kofola, is an example of a line extension. This strategy involves expanding the product line within the same product category to attract different customer segments or to offer more variety to existing customers.

Question 17

The fronts of GE's CustomStyle Refrigerators look like cabinetry, in order to blend in physically and fashionably with the rest of the kitchen. The GE CustomStyle Refrigerators are an example of:
A) a change in strategic marketing strategy.
B) a mix extension.
C) a change in organizational goals.
D) a line extension.
E) organizational restructuring.

Accepted Answer

This is an example of a line extension, where a company expands its existing product line with new variations, such as the cabinetry-like appearance of these refrigerators, to appeal to different consumer preferences or to fit better within certain environments.

Question 18

When the manufacturer of Benadryl allergy medication introduced Benadryl Allergy Chewables in grape flavor, it was an example of:
A) a change in strategic marketing strategy.
B) a mix extension.
C) a change in organizational goals.
D) a line extension.
E) organizational restructuring.

Accepted Answer

Introducing a new flavor or form of an existing product, such as Benadryl Allergy Chewables in grape flavor, is considered a line extension. This involves adding new varieties, sizes, or flavors to an existing product line to attract new customers or to encourage more usage among existing customers, without altering the core product itself.

Question 19

The main reason for using a line-extension strategy is to:
A) reflect changes in organizational goals.
B) increase a product's breadth.
C) modify a product line's life cycle.
D) appeal to more market segments.
E) bring the company's activities more in line with the marketing concept.

Accepted Answer

A line-extension strategy is primarily used to appeal to more market segments by introducing variations of a product, thereby catering to different consumer preferences and expanding the product's market reach.

Question 20

When La-Z-Boy introduced Small Comforts, a selection of recliners designed for petites, it was an example of a(n):
A) change in strategic marketing strategy.
B) positioning in relation to a competitor.
C) change in organizational goals.
D) line extension.
E) organizational restructuring.

Accepted Answer

La-Z-Boy's introduction of Small Comforts, a selection of recliners designed for petites, is an example of a line extension. This is because the company expanded its existing product line (recliners) with new items that target a specific segment of the market (petites), without altering its overall brand identity or product category.

Quiz 9: Product-Mix Strategies

A product's positioning:

Marketers can position their products in relation to:

Which of the following is the best example of positioning in relation to a competitor?

An ad for Mott's apple sauce states the sauce contains only U.S.-grown apples while White House apple sauce, one its major competitors, uses imported apples that are not as fresh. How is Mott's apple sauce positioning itself?

Advil's advertising claims that "the medicine in Advil is prescribed more for arthritis pain than the medicine in Tylenol and Tylenol Arthritis Extended Relief." How is Advil positioning itself?

The ad for Beechnut baby food indicates that it uses no chemically modified starches or added salt as Gerber does. This is an example of positioning:

The ad for Sugar Twin Plus tells consumers that "it tastes more like sugar without all the bitter aftertaste of the leading brand of artificial sweetener." This is an example of positioning:

Focus groups and other research indicated to L.L. Bean, a pioneer in mail-order clothing, that it should develop a line of children's clothes that are warm and comfortable--not cute cutdown versions of adult styles. L.L. Bean is most likely trying to use positioning _____ with its new product line.

The Gillette Sensor for Women is advertised as the "finest razor ever created for the way a woman shaves." This is an example of positioning:

Curad, maker of first aid products, has introduced a plastic reusable storage box for its plastic strips and recyclable paper boxes of strips to refill the plastic boxes. This environmentally friendly strategy is an example of positioning:

One of the most expensive windows that can be bought is crafted by Andersen Windows. The company makes its windows according to the highest standards and pays attention to the smallest detail. From this information, you know that Andersen Window uses product positioning:

_____ is accomplished by increasing the depth within a particular line and/or the number of lines offered to a customer.

When Curity, manufacturer of Curad first aid products, introduced Curad plastic strips in neon colors, it was an example of a(n) :

The fronts of GE's CustomStyle Refrigerators look like cabinetry, in order to blend in physically and fashionably with the rest of the kitchen. The GE CustomStyle Refrigerators are an example of:

When the manufacturer of Benadryl allergy medication introduced Benadryl Allergy Chewables in grape flavor, it was an example of:

The main reason for using a line-extension strategy is to:

When La-Z-Boy introduced Small Comforts, a selection of recliners designed for petites, it was an example of a(n) :