MM 3rd Edition Dawn Iacobucci Test Bank 1

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Chapter 5 - Positioning
TRUE/FALSE
1. Positioning has more physical elements than perceptual ones.
ANS: F DIF: Moderate REF: Page 53

NAT: BUSPROG Analytic LOC: DISC: Marketing Plan
TOP: What is Positioning and Why is it Probably the Most Important Aspect of
Marketing? KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of General Business Functions
2. Perception is one of the 4 Ps.
ANS: F DIF: Easy REF: Page 52

3. Positioning is about identity (i.e., who you are in the marketplace vis-à-vis the competition).
ANS: T DIF: Easy REF: Page 53

Marketing? KEY: Bloom's: Comprehension
MSC: MBA: Knowledge of human behavior & society
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4. Communication is one of the 5 Cs.

5. Positioning is about designing a product to have benefits that the target segment will value.

6. 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.

Marketing? KEY: Bloom's: Application
7. Positioning involves two of the marketing mix variables.

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

TOP: Positioning via Perceptual Maps KEY: Bloom's: Knowledge
9. Holes in perceptual maps identify areas of fierce competition among an industry’s firms.

TOP: Positioning via Perceptual Maps KEY: Bloom's: Comprehension
10. Customer segments shown on perceptual maps offer marketing managers information about
what’s going on in the marketplace.

NAT: BUSPROG Analytic LOC: DISC: Customer
11. On a perceptual map, brands depicted as points in the map close together are those
perceived as similar.

12. One question always on the minds of marketers is, “Is my intended position the one that
customers perceive?”

13. Positioning typically involves modifying all the 4P elements.
ANS: T DIF: Moderate REF: Page 53

TOP: The Positioning Matrix KEY: Bloom's: Comprehension
14. Some perceptual maps contain descriptors for a single service provider.

15. With time, it’s hard for a company to resist raising prices, or letting quality settle a little
lower due to cost cutting measures.

NAT: BUSPROG Analytic LOC: DISC: Pricing
16. Just as consumers are demanding, wanting the very best of everything, companies can be
equally irrational.
TOP: The Positioning Matrix KEY: Bloom's: Knowledge
17. Simultaneously being the “coolest” brand and offering the best value is a reasonable
positioning objective.

NAT: BUSPROG Analytic LOC: DISC: Strategy
TOP: The Positioning Matrix KEY: Bloom's: Evaluation
18. Brands occasionally come along that are priced high but offer low quality.

19. Low prices always result in low profitability.
ANS: F DIF: Challenging REF: Page 57

20. Three basic corporate strategies to creating value and achieving market stature are
operational excellence, product leadership, and customer intimacy.

21. Joe’s company prides itself on efficient production and delivery of products, in addition to
offering low prices and convenience to its customers. The strategy most likely being
employed by Joe’s company is Product Leadership.

TOP: The Positioning Matrix KEY: Bloom's: Application
MSC: MBA: Managing Strategy & Innovation
22. Madison serves as Vice President of Customer Experience at Company X, a large
international hospitality firm with hotels and resorts around the globe. Madison’s role
involves catering to the specific needs and preferences of Company X’s most valuable
guests. Company X is most likely engaged in a Customer Intimacy strategy to create value
among its guests.

TOP: The Positioning Matrix KEY: Bloom's: Application
23. Niche positioning is a matter of exclusivity and size.

24. If a brand has an exclusive image and distribution chain, it needs to promote it as much as
possible.

NAT: BUSPROG Analytic LOC: DISC: Promotion
TOP: The Positioning Matrix KEY: Bloom's: Analysis
25. The three basic corporate strategies to creating value and achieving market stature were
originally described by Michael Treacy and Fred Wiersema in The Discipline of Market
Leaders.
ANS: T DIF: Challenging REF: Page 60

26. Southwest Airlines uses an operational excellence strategy.

27. Sony uses a product leadership strategy.

28. Johnson & Johnson uses a customer intimacy strategy.

29. A positioning statement includes the specification of the target segment(s).

TOP: Writing a Positioning Statement KEY: Bloom's: Knowledge
30. In marketing, USP stands for unique strategic position.

NAT: BUSPROG Communication LOC: DISC: Marketing Plan
31. Once it has positioned itself or its brand, a company must be able to communicate succinctly
the parameters of that position to a single audience.

TOP: Writing a Positioning Statement KEY: Bloom's: Comprehension
32. Some positioning statements are surprising in that they may NOT reflect current
marketplace perceptions but rather the goals the company seeks to reach.

33. Managers should NOT use a positioning statement as an internal memorandum that keeps
them aligned to it as a basic guiding principle.

TOP: Writing a Positioning Statement KEY: Bloom's: Evaluation
34. Positioning statements should be lengthy and very detailed in order to communicate
efficiently.
TOP: Writing a Positioning Statement KEY: Bloom's: Analysis
35. Mark needs to write the positioning statement for Company X. One of Mark’s colleagues
advises him that the positioning statement needs to be clearly understood by the company’s
employees, shareholders, and customers - but NOT by the general public since this group
will not be interacting with the company. Mark’s colleague has offered good advice.

TOP: Writing a Positioning Statement KEY: Bloom's: Evaluation
36. To write a good positioning statement, you need to know who you are trying to persuade.

37. To write a good positioning statement, you do not need to know who you are competing
with. It’s irrelevant.

38. An element of the positioning statement may be only implied.

39. Positioning statements should not be used as advertising taglines.

40. FedEx has a very straightforward positioning statement: “Dependable Solutions for Your
Shipping Needs.”

MULTIPLE CHOICE
1. Which of the following is NOT one of the 5 Cs?

a. customer
b. company
c. comprehension
d. context
ANS: C DIF: Moderate REF: Page 52
2. Positioning is mostly about ________.

a. identity
b. physical elements
c. targeting
d. advertising
ANS: A DIF: Moderate REF: Page 53
Marketing? KEY: Bloom's: Comprehension
3. Shannon is struggling to communicate who Company ABC is compared to the competition.

Shannon wants to communicate that Company ABC’s brand has the benefits that the target
market will value. Shannon is engaged in what marketing activity?
a. segmenting
b. targeting
c. positioning
d. advertising
Marketing? KEY: Bloom's: Application
4. Positioning involves which of the marketing mix variables?

a. Price, Promotion, Product, Place
b. Price, Promotion, Product
c. Price, Place
d. Promotion, Product, Place
5. Marketers and senior managers like to see graphical depictions of where their brands are,
and where their competitors are in the minds of their customers. What are these called?
a. histograms
b. perceptual maps
c. genograms
d. opinion charts
ANS: B DIF: Easy REF: Page 53
6. Brands depicted as points in the map close together are those perceived as _______.
a. similar
b. different
c. expensive
d. high-quality
ANS: A DIF: Easy REF: Page 53
7. _________ in perceptual maps offer(s) intriguing possibilities for new market opportunities.
a. Brands
b. Holes
c. Targeting
d. Positioning
ANS: B DIF: Moderate REF: Page 53
8. In analyzing perceptual maps, one question always on the marketer's mind is:
a. “Is my brand optimally segmented?”
b. “Is my brand experiencing holes?”
c. “Is my brand targeted correctly?”
d. “Is my brand optimally positioned?”
ANS: D DIF: Challenging REF: Page 54
9. Dom is reviewing a perceptual map that compares a number of jeans brands based on
customer survey data. Five of the eight brands are depicted as points close together on the
map. A logical conclusion Dom can draw from this perceptual map is ________.
a. three brands are well positioned as being diverse from all other brands
b. the five brands are viewed as most interchangeable by consumers
c. the five brands identify a “hole” in the perceptual map
d. consumers will most likely purchase more of the three brands not clustered
together
TOP: Positioning via Perceptual Maps KEY: Bloom's: Application
10. Which of the following is NOT true according to this perceptual map?
a. Customers view Lexus and Lincoln as most interchangeable of the brands.

b. The Tesla and Prius are not competing with each other.
c. People in segment 1 prefer Tesla or Prius to Lincoln or Lexus.
d. People is segment 2 seek nice luxury at inexpensive prices.
ANS: C DIF: Challenging REF: Page 54
11. Which of the following is NOT true based on this perceptual map?
a. Paris and Rome are seen as places where there is lots to see and do, but they’re
relatively expensive.
b. Nassau and Tampa are perceived as beach trips that are relatively affordable.
c. The first customer segment is very well-served.
d. The second customer segment is seeking more to do on their holiday and is not
concerned about price.
12. If a company promotes broadly and heavily, they are probably looking to ______.
a. create a niche market
b. offer low prices
c. move a lot of merchandise
d. distribute through selective channels
NAT: BUSPROG Analytic LOC: DISC: Promotion
13. Which of the following combinations doesn’t make very much sense?
a. low price and low quality
b. high price and high quality
c. heavy promotion and low (exclusive) availability
d. heavy promotion and high availability
14. If a brand has an exclusive image, it would make good sense NOT to ________.
a. over-promote it
b. charge a premium price
c. engage in light promotion
d. distribute through selective channels
15. A CEO is considering how he wants his company to be positioned. He has thought of it as
“the coolest brand” and also the one with the best value. Which of the following is true
about his predicament?
a. He should definitely try to have the coolest brand.
b. He should definitely try to have the brand with the best value.
c. He can probably achieve either of these goals, but not both.
d. He can achieve both of these goals.
16. Which of the following positioning combinations makes the most sense?
a. low price, low quality, exclusive availability, heavy promotions
b. high price, low quality, exclusive availability, heavy promotions
c. low price, high quality, exclusive availability, light promotions
d. low price, low quality, widely available, heavy promotions
17. Which of the following is NOT one of three basic corporate strategies for creating value and
achieving market stature?
a. operational excellence
b. product leadership
c. quality placement
d. customer intimacy
ANS: C DIF: Easy REF: Page 60
18. Operational excellence refers to companies that ________.
a. are good at production, delivery, price, and convenience
b. pride themselves on quality and innovation
c. are willing to tailor their products to particular customer needs
d. are expensive but is expected to pay off in long-term loyalty and enhanced
customer lifetime value
19. Product leadership refers to companies that ______.

a. are good at production and delivery, and price and convenience
b. are expensive but is expected to pay off in long-term loyalty and enhanced
customer lifetime value
c. pride themselves on quality and innovation
d. are willing to tailor their products to particular customer needs
20. Customer intimacy refers to companies that ______.

a. pride themselves on quality and innovation
b. are willing to tailor their products to particular customer needs
c. target and position themselves high in the market
d. are good at production and delivery, and price and convenience
21. Who originally described the three basic corporate strategies to creating value and achieving
market stature?
a. Treacy and Wiersema
b. Tracy and Wiseman
c. Thompson and Walters
d. Tisdale and Winters
ANS: A DIF: Challenging REF: Page 62
22. Which of these companies uses a strategy of operational excellence?

a. Johnson & Johnson
b. Costco
c. Sony
d. Home Depot
ANS: B DIF: Challenging REF: Page 60
23. Which of these companies uses a strategy of customer intimacy?

a. Dell
b. Sony
c. Costco
d. Home Depot
24. Which of these companies uses a product leadership strategy?

a. Johnson & Johnson
b. Walmart
c. Southwest Airlines
d. Nordstrom
ANS: A DIF: Challenging REF: Page 62
25. Nordstrom uses which of the following strategies?

a. customer intimacy
c. operational excellence
d. quality placement
26. Dell uses which of the following strategies?

a. customer intimacy
c. operational excellence
d. quality placement
27. In his books on Competitive Strategy, ________ discusses generic strategies driven by
keeping costs down and prices competitive, leading by differentiation (e.g., excellence in
quality or innovation), or when appropriate, niche positioning.
a. Mark Patton
b. Mitchell Paul
c. Matthew Pilsner
d. Michael Porter
28. What do the letters of USP represent?

a. ultimate selling proposition
b. unique selling proposition
c. unique selling product
d. universal selling point
29. The USP concept captures two things. One is how does your market offering dominate these
other providers. What is the other?
a. what is the product category
b. what is the target segment
c. where is the product positioned
d. none of these
30. Jen is developing the positioning statement for a new line of sunglasses. In a meeting, the
marketing team tells Jen that she has succinctly and clearly expressed the competitive
advantage of the new sunglasses brand. The team approves of the way Jen wants to express
the brand’s competitive advantage, and tells her to continue her work on fully developing
the positioning statement. Which element of crafting the positioning statement has Jen’s
team just approved?
a. positioning
b. target marketing
c. target segmenting
d. unique selling proposition
ANS: D DIF: Moderate REF: Page 62
TOP: Writing a Positioning Statement KEY: Bloom's: Application
31. “Broadcast Yourself” is what website’s positioning statement?
a. Facebook
b. Myspace
c. Vimeo
d. YouTube
32. Once a company has decided upon its positioning, either for the corporation as a whole, or
for one of its brands, it must be able to communicate _______ the parameters of that
position to ______.
a. succinctly, a number of audiences
b. verbosely, a number of audiences
c. succinctly, one audience
d. verbosely, one audience
33. A positioning statement should address your target segment. Anything else you’ll say in the
positioning statement will have _______ meaning to customers who are not in that segment.
a. a lot of
b. no
c. very significant
d. confusing
34. When you are writing a positioning statement, if you don’t have real differences and cannot
see a way to create them, then you can create a difference based on ________.
a. image
b. the future
c. opinion
d. data
35. When writing a positioning statement, it is a good idea to abstract from the level of the
brand’s attributes to the _______ benefits to the customer.
a. concrete
b. impractical
c. intangible
d. money-related
36. To write a positioning statement, you should answer all of the following questions
EXCEPT:
a. Who are you trying to persuade?
b. Who are you competing with?
c. How are you better?
d. What are your weaknesses?
37. Volvo is most known for which of the following?

a. safety
b. extravagance
c. value
d. femininity
38. “Where happiness means the world,” is the positioning statement for which of the
following?
a. Honda
b. Club Med
c. Disney
d. Apple
ANS: B DIF: Challenging REF: Page 63
39. Which of the following is Volkswagen’s long-running advertising tagline?

a. Drivers Wanted
b. The Power of Dreams
c. Think Different
d. Our clients’ interests always come first.
40. The positioning statement can serve as an internal memorandum keeping all managers
aligned as a basic guiding principle in all their collective decisions, so as to enhance the
likelihood of ______ in the results of those decisions.
a. innovation
b. consistencies
c. boredom
d. excitement
ESSAY
1. What is positioning and why is it probably the most important aspect of marketing?
ANS:
Positioning has many physical elements, and even more perceptual ones. Positioning is
about identity—who you are in the marketplace vis-à-vis the competition. Once you see
who you are, you can determine who you want to be. Positioning comprises much of a
marketer’s responsibilities. It is about designing a product to have benefits that the target
segment will value (How do you want your customers to think about your brand?), pricing it
to be profitable yet valuable to the target segment (How high a price can you command for
your brand?), building distributor relationships to make the market offering available
(Where do customers go to find your brand?), and communicating all of this to the customer
via promotional activities (What do you say about your brand?). Positioning involves all of
the marketing mix variables.
DIF: Challenging REF: Page 53 NAT: BUSPROG Communication

LOC: DISC: Marketing Plan
Marketing? KEY: Bloom's: Synthesis
2. Explain the concept of perceptual maps and why marketers find this tool valuable.
ANS:
Marketing managers like to see graphical depictions of where their brands are, and where
their competitors are, in the minds of their customers. These pictures help them envision
how customers think about their brand and others and give them preliminary answers to
many questions; e.g., in their customers' minds, what are their strengths and weaknesses?
What are the strengths and weaknesses of their competitors? Although they think of certain
companies and brands as their competition, who do customers see as their competitors—
who do they think are their closest substitutes for the benefits they seek when they’re buying
in this product category? Perceptual maps provide these pictures.
DIF: Challenging REF: Pages 53-55 NAT: BUSPROG Communication

LOC: DISC: Marketing Plan TOP: Positioning via Perceptual Maps
KEY: Bloom's: Synthesis MSC: MBA: Managing Strategy & Innovation
3. Explain this perceptual map.
ANS:
This perceptual map tells us about the positioning of these cities, vis-à-vis the dimensions of
expense and activity. Paris and Rome are seen as places where there is lots to see and do,
but they’re relatively expensive. Nassau and Tampa are perceived as beach trips that are
relatively affordable. The customer segments on the perceptual map offer another diagnostic
to the company about what’s going on in the marketplace. The first customer segment is
very well-served—they are looking for beaches and cheap trips, and the company has hotels
in both Nassau and Tampa to cater to those tourists. The second customer segment,
however, is seeking more to do on their holiday, yet still hoping for reasonable rates. The
company has less to offer them, although perhaps they can play up Washington, D.C.

LOC: DISC: Marketing Plan TOP: Positioning via Perceptual Maps
KEY: Bloom's: Synthesis
4. Identify and describe the three basic corporate strategies for creating value and achieving
market stature.
ANS:
The three basic strategies are operational excellence, product leadership, and customer
intimacy. Operationally excellent companies are good at production and delivery, and price
and convenience (e.g., Dell, Southwest Airlines, Walmart, Costco). Companies exhibiting
product leadership pride themselves on quality and innovation (e.g., Johnson & Johnson and
Sony). Companies focusing on customer intimacy are willing to tailor their products to
particular customer needs, which can be expensive but is expected to pay off in long-term
loyalty and enhanced customer lifetime value (e.g., Nordstrom, Home Depot, Amazon,
Saturn).

LOC: DISC: Model Strategy TOP: The Positioning Matrix
5. Consider price, quality, availability, and promotions. Which combinations of these make the
most sense? Why?
ANS:
The most appropriate combinations are (1) low price, low quality, widely available, heavy
promotions, and (2) high price, high quality, exclusivity, light promotions.
We can either position our brand as low price, low quality, or we want to achieve high
quality and charge high prices, etc. If we have reason to modify one of the Ps, go with low
price, low quality, widely available, but we want to lighten up on promotions, then that is
our strategic and tactical choice. But these two extremes clarify the goals of a brand’s
position in the marketplace and can help us align the many decisions that need to be made,
all the way from product design to channel choice for deliver to the marketplace.
Some brands appear in all the other suboptimal combinations though. We might question
how long a company or brand can sustain in a suboptimal position, but at any given point in
time, there could be market offerings spanning the matrix.

LOC: DISC: Marketing Plan TOP: The Positioning Matrix
6. In terms of the positioning matrix, what types of companies tend not to make it?
ANS:
Occasionally brands come along that offer high quality at low prices, and we would refer to
these as good values, but with time, it’s hard for a company to resist raising prices, or letting
quality settle a little lower due to cost cutting measures. And conversely, occasionally
brands come along that are priced high but are kind of junky. Customers are not fools, and
these kinds of brands don’t last—the company either needs to adjust the price downward to
be more competitive, or improve the quality to be in synch with the price charged, or even
more frequently, just leave the marketplace.

LOC: DISC: Marketing Plan TOP: The Positioning Matrix
KEY: Bloom's: Evaluation MSC: MBA: Managing Strategy & Innovation
7. What are the three questions that must be answered in order to write a positioning
statement?
ANS:
A marketing manager should answer the following three questions in order to compose a
positioning statement:
1. Who are you trying to persuade? (Who is your target segment?)
2. With whom are you competing? (Who are your competitors, what is your
major product category, what frames of reference will customers use in
making choices?)
3. How are you better? (What is your uniqueness, your competitive
advantage, your point of difference, and do you have attributes or
benefits that dominate competitors?)
Putting these three answers together leads to a marketing manager’s positioning statement,
for example: “For customers who want… [segment], our brand is the best at… [unique
selling proposition—competitors and competitive advantage].”

LOC: DISC: Marketing Plan TOP: Writing a Positioning Statement
8. Positioning statements vary widely. They can be straightforward or surprising. Give some
examples of different types of positioning statements from the real world.
ANS:
Some positioning statements are a bit surprising. For example, Volvo is known for safety,
yet at Volvo.com you’ll see: “We offer transport solutions to demanding customers around
the world.” Perhaps Volvo’s dominance on safety is so well-known, that the benefit doesn’t
need stating.
Some positioning statements are straightforward, such as FedEx’s “Dependable Solutions

for Your Shipping Needs,” YouTube’s “Broadcast Yourself,” and Club Med’s “Where
Happiness Means the World.” Others are abstract and inspiring, such as Honda’s, “The
Power of Dreams,” Apple’s “Think Different(ly),” and Goldman Sachs’s “Our clients’
interests always come first.”
An element of the positioning statement may be only implied. For example, Volkswagen’s,
long-running advertising tagline, “Drivers Wanted” states the target segment clearly, and
reflects their position by implying the competitive frame and its superior position within the
category.

KEY: Bloom's: Synthesis
9. Explain what a USP is and how it is used.
ANS:
The unique selling proposition (USP) is an element of a positioning statement. The idea is
to express your brand’s competitive advantage clearly and succinctly. The USP concept
captures two things—first, what is the product category (the SP), and second, how does your
market offering dominate these other providers (the U). Why should a customer buy from
you and not one of your competitors? How is it that you’re better?
If you cannot answer this question, much less put it into a positioning statement, either your
position is not clear, or your product has little differentiation. There is no excuse for this
situation, given that your position can be based on “real” attribute differences or “perceived”
differences based on images you’ve built. If you don’t have real differences and cannot see
a way to create them, then create an image-based difference.

10. Why should positioning statements be succinct? How can this be achieved?
ANS:
A simple statement facilitates communication and an understanding in the marketplace.
While you might think your has strong attributes, try to think of a word that captures all
their essence and use that word. Or, make a list of your brand’s benefits and prioritize them,
and take the most important, most compelling difference, and make that the difference you
insert into the positioning statement. You can cycle through some of the other qualities in
some of your communications, but they should all be consistent with the basic message in
the positioning statement itself. This goal is more easily achieved if we can abstract from
the level of the brand’s attributes to the more general intangible benefits to the customer—
all we have to do is ask why would a customer care?


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1. Positioning has more physical elements than perceptual ones.

ANS: F DIF: Moderate REF: Page 53

2. Perception is one of the 4 Ps.

ANS: F DIF: Easy REF: Page 52

ANS: T DIF: Easy REF: Page 53

ANS: F DIF: Easy REF: Page 52

ANS: T DIF: Easy REF: Page 53

ANS: T DIF: Easy REF: Page 53

7. Positioning involves two of the marketing mix variables.

ANS: F DIF: Moderate REF: Page 53

ANS: T DIF: Easy REF: Page 53

ANS: F DIF: Moderate REF: Page 53

ANS: T DIF: Easy REF: Page 53

ANS: T DIF: Easy REF: Page 53

ANS: T DIF: Easy REF: Page 54

13. Positioning typically involves modifying all the 4P elements.

ANS: T DIF: Moderate REF: Page 53

ANS: T DIF: Easy REF: Page 54

ANS: T DIF: Easy REF: Page 56

ANS: F DIF: Moderate REF: Page 56

ANS: T DIF: Easy REF: Page 56

19. Low prices always result in low profitability.

ANS: F DIF: Challenging REF: Page 57

ANS: T DIF: Moderate REF: Page 60

ANS: F DIF: Challenging REF: Page 60

ANS: T DIF: Moderate REF: Page 62

23. Niche positioning is a matter of exclusivity and size.

ANS: T DIF: Moderate REF: Page 62

ANS: F DIF: Easy REF: Page 56

ANS: T DIF: Challenging REF: Page 60

26. Southwest Airlines uses an operational excellence strategy.

ANS: T DIF: Challenging REF: Page 60

27. Sony uses a product leadership strategy.

ANS: T DIF: Challenging REF: Page 62

ANS: F DIF: Challenging REF: Page 62

29. A positioning statement includes the specification of the target segment(s).

ANS: T DIF: Moderate REF: Page 62

30. In marketing, USP stands for unique strategic position.

ANS: F DIF: Moderate REF: Page 62

ANS: F DIF: Moderate REF: Page 62

ANS: T DIF: Easy REF: Page 63

ANS: F DIF: Moderate REF: Page 63

ANS: F DIF: Easy REF: Page 63

ANS: F DIF: Easy REF: Page 63

ANS: T DIF: Easy REF: Page 63

ANS: F DIF: Easy REF: Page 63

38. An element of the positioning statement may be only implied.

ANS: T DIF: Moderate REF: Page 63

39. Positioning statements should not be used as advertising taglines.

ANS: F DIF: Easy REF: Page 63

ANS: T DIF: Moderate REF: Page 63

1. Which of the following is NOT one of the 5 Cs?

2. Positioning is mostly about ________.

3. Shannon is struggling to communicate who Company ABC is compared to the competition.

4. Positioning involves which of the marketing mix variables?

a. Customers view Lexus and Lincoln as most interchangeable of the brands.

18. Operational excellence refers to companies that ________.

19. Product leadership refers to companies that ______.

20. Customer intimacy refers to companies that ______.

22. Which of these companies uses a strategy of operational excellence?

23. Which of these companies uses a strategy of customer intimacy?