Question 1

The tagline on an ad for Baker Grill, a manufacturer of gas grills, reads, "The Ultimate Durable Grill" Baker Grill is using a positioning strategy based on:

Accepted Answer

The tagline "The Ultimate Durable Grill" highlights the key product attribute of durability and positions the brand based on this attribute. This is an example of a product attributes and benefits positioning strategy.

Question 2

Flash Parcel Service (FPS) built its advertising campaign around the slogan, "Our business quality speaks the language of speed." The company positioned its services based on the speed with which it delivers the service. With respect to the positioning strategies, this positioning strategy of FPS is based on:

Accepted Answer

The positioning strategy of FPS is based on product attributes, specifically the speed of delivery. This is a key attribute that FPS is using to differentiate itself from its competitors and attract customers.

Question 3

Treat Corp., a manufacturer of packaged soups, launched an ad campaign that provided quick and easy recipes using Treat's products on the back of the soup sachets. This is an example of positioning by:

Accepted Answer

This is an example of positioning by product use, as Treat Corp. is promoting the use of their soup sachets as an ingredient for easy and quick recipes.

Question 4

Venus Corporation engaged in a multi-million dollar campaign to alter its image among many of its customers. The company's customers had a perception that the company was simply a hardware manufacturer. Venus wants customers to see it as a services and technology provider. In this scenario, Venus is:

Accepted Answer

Venus Corporation is using a repositioning strategy by attempting to change the perception of its customers from a hardware manufacturer to a services and technology provider.

Question 5

Saturn Inc., a fruit juice manufacturer, came up with an advertising campaign based around the slogan, "It's a wholesome meal." The ad speaks about the nutritious content of the fruit juice and how it can assist in losing weight. With respect to the positioning strategies, this is an example of positioning by:

Accepted Answer

This is an example of positioning by use or application, as the ad is emphasizing how the fruit juice can be used as a wholesome meal and aid in weight loss.

Question 6

When Bauer Smith opened a men's shoe store, he decided to carry a full line of shoes in the larger, hard-to-find sizes. Today, his shoe store caters to professional basketball, baseball, and football players who often order a dozen pairs in a single visit. With respect to the positioning strategies, the shoe store uses positioning by:

Accepted Answer

The shoe store is positioning itself based on the product user, as it caters specifically to professional basketball, baseball, and football players who may have a difficult time finding shoes in their larger sizes.

Question 7

Motor Corp., an automobile manufacturer, launched an ad campaign that stated, "We are yet to reach the industry leader's position, so we try harder." In this scenario, the company is positioning itself based on:

Accepted Answer

The company is positioning itself based on competition by acknowledging that they are not yet the industry leader and using that as a reason to differentiate themselves and stand out.

Question 8

Henry's Supermarkets have been very effective in positioning itself as stores that offer superior products at a discounted rate. With respect to the positioning strategies, its strategy reflects positioning based on:

Accepted Answer

Henry's Supermarkets' positioning strategy is based on offering superior quality products at a discounted rate. This reflects a price/quality positioning strategy, where the company is positioning itself as a provider of high-quality products at a lower price than its competitors.

Question 9

Premium Sports Apparels came up with an ad for shorts which is specially designed for athletes. The ad which was featured in a sports magazine shows how these shorts do not shrink over time and are made of a light fabric that helps keep the wearer dry and cool. With respect to positioning strategies, the company is using positioning by:

Accepted Answer

The company is positioning the shorts for athletes, indicating product user positioning.

Question 10

Appeal Automobiles introduced a new car into the market. The company stressed that the new car had side door air bags in an attempt to attract new buyers. Its focus on safety illustrates a strategy of positioning by:

Accepted Answer

The focus on the side door air bags highlights the product attributes and benefits, which is a strategy of positioning based on emphasizing unique features and benefits of the product.

Question 11

To encourage more people to use mass transit, ads from providers of mass transportation compare the ease and comfort of riding mass transit with the difficulties of driving in congested traffic and parking headaches. With respect to the positioning strategies, these mass transportation providers are making use of positioning by:

Accepted Answer

The mass transportation providers are positioning their service against the product class of driving personal vehicles, highlighting the benefits of mass transit over the challenges of driving.

Question 12

Athletic shoes advertised specifically to be used on tennis courts, for running, or for walking are using positioning strategy based on:

Accepted Answer

The use or application of the athletic shoes is the basis for their positioning strategy. They are advertised specifically for use on tennis courts, for running or for walking, which indicates that they are positioned based on the specific activity they are designed for.

Question 13

Yummy Soups positioned itself as better tasting and more appropriate to the adult palate to gain an advantage over Magic Soups, another packaged soup manufacturer. In the given scenario, which of the following positioning strategies has Yummy Soups used?

Accepted Answer

Yummy Soups has used competitor positioning strategy to position itself as better tasting and more appropriate to the adult palate compared to Magic Soups.

Question 14

MusC, a whey protein supplement, is positioned as a zero-carb muscle recovery drink. MusC is using a _____ positioning strategy.

Accepted Answer

MusC is positioning itself based on its product attributes and benefits, specifically as a whey protein supplement that can aid in muscle recovery, while also being marketed as a zero-carb option.

Question 15

Momentum, a car manufacturer, positions one of its convertible as "the best natural tanning tool known to man." This scenario would reflect a positioning strategy based on:

Accepted Answer

The positioning strategy is based on product attributes and benefits, as it highlights the benefit of natural tanning that the convertible offers.

Question 16

_____ relates to the image of a product and or brand relative to competing products or brands.

Accepted Answer

Positioning relates to how a product or brand is perceived in comparison to competing offerings in the market. It involves creating a unique image or identity for the product or brand that sets it apart from others and appeals to the target audience. Segmentation refers to dividing the market into groups of consumers with similar needs and characteristics, while neuromarketing is a field that uses neuroscience to understand consumer behavior. Branding refers to the process of creating and managing a brand, and merchandising relates to promoting and selling products in a retail setting.

Question 17

Pluto Inc., a fruit juice manufacturer, launches an ad that contains the slogan, "Try our fruit juices and get the freshness of real fruit." In this scenario, Pluto Inc. is positioning its juices based on:

Accepted Answer

The answer of Pluto Inc., a fruit juice manufacturer, launches...

Question 18

When travelers think of Gallivant Airlines, an Australian airline, the first thing that comes to their mind is the kangaroo. In the given scenario, the strong association between the kangaroo and Gallivant Airlines indicates that the Airlines is receiving the benefit of positioning by:

Accepted Answer

The association of kangaroo with Gallivant Airlines indicates that it is being positioned as a cultural symbol of Australia. This is because the kangaroo is a iconic animal that represents Australia, and the strong association creates a brand image that connects the airline to the country and its culture.

Question 19

The Quarter Burger is a hamburger sold by the international fast food chain Sammy's Burgers. It was given the name as it contains a patty that weighs a quarter of a pound. The burger is sold for $1 on weekdays. With reference to the various positioning strategies, Sammy's quarter pound burger is positioned by:

Accepted Answer

The positioning of the Quarter Burger by Sammy's Burgers is based on its price/quality. By selling the burger for a low price of $1, the company is emphasizing the value of the product and attracting customers who are looking for affordable fast food options. This approach is based on the product's quality and price point, making it a good fit for the price/quality positioning strategy.

Question 20

The use of comparative advertising has become increasingly more common. Which of the following positioning strategies does this reflect?

Accepted Answer

The use of comparative advertising reflects the positioning strategy of positioning by competitor. Comparative advertising involves directly comparing one's product or service to that of a competitor, with the aim of positioning it as superior in some way. This strategy is often used to gain market share from a competitor or to differentiate one's product from others in the same category.

Quiz 2: The Role of IMC in the Marketing Process