Business 530 - Marketing Management » Winter 2023 » Chapter 05 Positioning

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Question #1
The positioning process precedes the segmenting process in the marketing framework.
A.   False
B.   True
Question #2
Positioning has many perceptual elements, but even more physical ones.
A.   True
B.   False
Question #3
In the marketing framework, the positioning process precludes distributor relationships.
A.   False
B.   True
Question #4
Which of the following is an example of positioning?
A.   Barry, Inc., a shoe manufacturer, promotes itself as the only existing customized shoe manufacturer in San Antonio.
B.   Carroll Joy, a toy store in Minnesota, decides to identify the age group of kids visiting their store.
C.   Bird, Inc., a basketball distributor, supplies basketballs to few sports stores in Boston.
D.   McHale, Inc., a camera distributor, restricts its consideration set of customer segments in Houston.
Question #5
A perceptual map helps a firm to:
A.   pinpoint a customer group in a large set.
B.   identify a new raw materials supplier.
C.   identify the closest substitute products.
D.   identify a new customer base.
Question #6
In a perceptual map, brands depicted as points close together are those perceived as different brands, whereas brands farther apart are seen as similar brands.
A.   True
B.   False
Question #7
In the context of a positioning matrix, assuming that promotion is categorized as "heavy" vs. " light," and distribution is categorized as "wide" vs. "exclusive," a "niche" product would mean:
A.   light promotion and exclusive distribution
B.   light promotion and wide distribution
C.   heavy promotion and exclusive distribution
D.   heavy promotion and wide distribution
Question #8
The customer segments on a perceptual map offer a diagnostic based on macro-environmental factors.
A.   False
B.   True
Question #9
In positioning, which of the following is a weakness of a perceptual map?
A.   It does not express competitors' profiles of perceptual data.
B.   It looks into a firm's threats, not its weaknesses.
C.   It looks into just two attributes necessitating the study of many plots.
D.   It looks into the tangible factors of a firm, not its intangible factors.
Question #10
A positioning statement:
A.   communicates succinctly the parameters of a product's position to a number of audiences.
B.   encourages brand dilution by helping a firm launch multiple products under a single brand.
C.   aggregates groups of customers based on different demographic factors.
D.   is a customized communication statement about a product's position for different audiences.
Question #11
A positioning statement includes the specification of the target segment.
A.   False
B.   True
Question #12
The USP element in a positioning statement:
A.   differentiates the firm's B2B customers from its B2C customers.
B.   alienates the firm's stock product from its product mix.
C.   distinguishes the firm's intangible services from its tangible goods.
D.   expresses clearly the firm's brand's strengths as compared to its competitors.
Question #13
In the context of the USP, what does SP indicate?
A.   Static pricing
B.   Bouncing rate
C.   Product category
D.   Selling period
Question #14
Which of the following is not included in the positioning statement?
A.   Brand's USP
B.   Competitive frame of reference
C.   Target segment
D.   Perceptual map
Question #15
All the elements in the positioning statement must be explicitly stated.
A.   False
B.   True

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