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Chapter 5 - Positioning
TRUE/FALSE
3. Positioning is about identity (i.e., who you are in the marketplace vis-à-vis the competition).
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
ANS: F DIF: Easy REF: Page 52
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
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.
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.
9. Holes in perceptual maps identify areas of fierce competition among an industry’s firms.
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
10. Customer segments shown on perceptual maps offer marketing managers information about
what’s going on in the marketplace.
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?”
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.
16. Just as consumers are demanding, wanting the very best of everything, companies can be
equally irrational.
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
ANS: T DIF: Easy REF: Page 56
NAT: BUSPROG Analytic LOC: DISC: Marketing Plan
TOP: The Positioning Matrix KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of human behavior & society
17. Simultaneously being the “coolest” brand and offering the best value is a reasonable
positioning objective.
18. Brands occasionally come along that are priced high but offer low quality.
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.
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
ANS: T DIF: Moderate REF: Page 62
NAT: BUSPROG Analytic LOC: DISC: Strategy
TOP: The Positioning Matrix KEY: Bloom's: Application
MSC: MBA: Managing Strategy & Innovation
24. If a brand has an exclusive image and distribution chain, it needs to promote it as much as
possible.
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.
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
MSC: MBA: Managing Strategy & Innovation
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.
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.
34. Positioning statements should be lengthy and very detailed in order to communicate
efficiently.
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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.
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.
40. FedEx has a very straightforward positioning statement: “Dependable Solutions for Your
Shipping Needs.”
MULTIPLE CHOICE
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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
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
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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
NAT: BUSPROG Analytic LOC: DISC: Marketing Plan
TOP: Positioning via Perceptual Maps KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of General Business Functions
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
NAT: BUSPROG Analytic LOC: DISC: Marketing Plan
TOP: Positioning via Perceptual Maps KEY: Bloom's: Comprehension
MSC: MBA: Knowledge of General Business Functions
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
NAT: BUSPROG Analytic LOC: DISC: Marketing Plan
TOP: Positioning via Perceptual Maps KEY: Bloom's: Comprehension
MSC: MBA: Managing Strategy & Innovation
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
NAT: BUSPROG Analytic LOC: DISC: Marketing Plan
TOP: Positioning via Perceptual Maps KEY: Bloom's: Comprehension
MSC: MBA: Knowledge of human behavior & society
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
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
d. consumers will most likely purchase more of the three brands not clustered
together
ANS: B DIF: Moderate REF: Page 54
NAT: BUSPROG Analytic LOC: DISC: Marketing Plan
TOP: Positioning via Perceptual Maps KEY: Bloom's: Application
MSC: MBA: Knowledge of General Business Functions
10. Which of the following is NOT true according to this perceptual map?
11. Which of the following is NOT true based on this perceptual map?
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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.
ANS: D DIF: Challenging REF: Page 54
NAT: BUSPROG Analytic LOC: DISC: Marketing Plan
TOP: Positioning via Perceptual Maps KEY: Bloom's: Application
MSC: MBA: Knowledge of human behavior & society
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
ANS: C DIF: Moderate REF: Page 56
NAT: BUSPROG Analytic LOC: DISC: Promotion
TOP: The Positioning Matrix KEY: Bloom's: Analysis
MSC: MBA: Managing Strategy & Innovation
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
ANS: C DIF: Moderate REF: Page 56
NAT: BUSPROG Analytic LOC: DISC: Marketing Plan
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
TOP: The Positioning Matrix KEY: Bloom's: Analysis
MSC: MBA: Managing Strategy & Innovation
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
ANS: A DIF: Moderate REF: Page 56
NAT: BUSPROG Analytic LOC: DISC: Marketing Plan
TOP: The Positioning Matrix KEY: Bloom's: Analysis
MSC: MBA: Managing Strategy & Innovation
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.
ANS: C DIF: Moderate REF: Page 56
NAT: BUSPROG Analytic LOC: DISC: Marketing Plan
TOP: The Positioning Matrix KEY: Bloom's: Evaluation
MSC: MBA: Managing Strategy & Innovation
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
ANS: D DIF: Challenging REF: Page 56
NAT: BUSPROG Analytic LOC: DISC: Marketing Plan
TOP: The Positioning Matrix KEY: Bloom's: Evaluation
MSC: MBA: Managing Strategy & Innovation
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
NAT: BUSPROG Analytic LOC: DISC: Strategy
TOP: The Positioning Matrix KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of General Business Functions
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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
ANS: A DIF: Moderate REF: Page 60
NAT: BUSPROG Analytic LOC: DISC: Marketing Plan
TOP: The Positioning Matrix KEY: Bloom's: Comprehension
MSC: MBA: Managing Strategy & Innovation
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
NAT: BUSPROG Analytic LOC: DISC: Strategy
TOP: The Positioning Matrix KEY: Bloom's: Knowledge
MSC: MBA: Managing Strategy & Innovation
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
ANS: B DIF: Challenging REF: Page 60
NAT: BUSPROG Analytic LOC: DISC: Strategy
TOP: The Positioning Matrix KEY: Bloom's: Comprehension
MSC: MBA: Managing Strategy & Innovation
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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
ANS: D DIF: Challenging REF: Page 62
NAT: BUSPROG Analytic LOC: DISC: Strategy
TOP: The Positioning Matrix KEY: Bloom's: Knowledge
MSC: MBA: Managing Strategy & Innovation
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
ANS: A DIF: Moderate REF: Page 62
NAT: BUSPROG Communication LOC: DISC: Marketing Plan
TOP: Writing a Positioning Statement KEY: Bloom's: Comprehension
MSC: MBA: Managing Strategy & Innovation
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
NAT: BUSPROG Communication LOC: DISC: Marketing Plan
TOP: Writing a Positioning Statement KEY: Bloom's: Application
MSC: MBA: Managing Strategy & Innovation
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Toinen kuvaelma.
Voi Jumala, Jumala… Mitä minä teen… mitä minä teen? Aune…
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ANNI säpsähtäen.
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(Alkaa taas kävellä.)
LIISA hermostuneena.
LIISA
ANNI havahtuen.
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Kaikki on minulle niin kovin sekavaa… sekavaa…
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ANNI samoin.
LIISA
ANNI
LIISA ovella.
ANNI katkerasti.
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ANNI kuohahtaen.
ANNI
LIISA hämmentyen.
Valhe! Jos äiti voi rakastaa sellaista olentoa, jonka tahdosta hänen
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ANNI