Chapter 6

Question 1

Strategic positioning?

Answer 1

long-term strategy of the organization that reflects CORE IDENTITY and related associations of the brand

Question 2

What does strategic positioning do?

Answer 2

• Drives all the company activities, including R&D, production, marketing and HR.

Question 3

How many strategic positioning strategies can a firm follow?

Answer 3

Only one.

Question 4

Operational Effectiveness?

Answer 4

The performance of activities similar to a competitor’s but better than the competitor.

Question 5

Tangible Attribute Positioning

Answer 5

Based on objective, observable characteristics (length, price, horse power etc.) ie. Suburu’s safety record

Question 6

Intangible Attribute Position

Answer 6

Positioning brands on intangible characteristics such as perceived quality, image and emotions (celebrity endorsers for example). “Wayne Gretzky clothing”

Question 7

Strategic Positioning process (5 step)

Answer 7

1. Identify direct/indirect competitors
2. Identify determinant attributes or benefits
3. Determine customer perceptions
4. Select a positioning strategy
5. Implement the strategy

Question 8

Positioning statement

Answer 8

A summary of all targeting and positioning decisions - becomes the basis of all public communication (packaging, pricing, promotion)

Question 9

Components of a Positioning Statement

Answer 9

1. Product category
2. Target customers
3. Product benefits
4. How product performs benefits

Question 10

Examples of common positioning strategies

Answer 10

• Product attribute or benefit
• Price-quality
• Technical innovator
• Use by consumers
• Product class leader
• Hometown favorite