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Exam 5: Positioning

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Question 1

Multiple Choice

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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?

E) A) and B)
F) All of the above

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Question 2

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On a perceptual map, brands depicted as points in the map close together are those perceived as similar.

A) True
B) False

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Question 3

Multiple Choice

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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 brand can reasonably be positioned as the "coolest" brand and the best value.

Brands depicted as points in the map close together are those perceived as

__________ in perceptual maps offer(s) intriguing possibilities for new market opportunities.

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 positioning statement should express a brand's competitive advantage.

Positioning involves two of the marketing mix variables.

Holes in perceptual maps identify areas of fierce competition among an industry's firms.

Positioning is about identity: who your brand or company is in the marketplace vis-à-vis the competition and in the customer's eyes.

Identify and describe the three basic corporate strategies for creating value and achieving market stature.

Some perceptual maps contain descriptors for a single service provider.

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.

Product leadership refers to companies that

Positioning statements vary widely.They can be straightforward or surprising.Give some examples of different types of positioning statements from the real world.

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

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.

When writing a good positioning statement, knowledge of the competition is irrelevant.

Explain this perceptual map.