Quiz chap 7

Question 1

1. (p. 154) Identify the incorrect statement concerning positioning.

A. It comprises both competitive and customer needs considerations
B. This concept is applicable only for an existing brand
C. It is essentially concerned with differentiation
D. Generally, it is more difficult for marketers to position services than goods successfully

Answer 1

B. This concept is applicable only for an existing brand

incorrect - only

Question 2

2. (p. 154) Brand positioning refers to both the place a brand occupies in customers’ minds relative to the competition; and

A. the profit that positioning can generate.
B. the characteristics built into the product.
C. the marketer’s decision making intended to create that position.
D. the competitive advantage that a position conveys

Answer 2

C. the marketer’s decision making intended to create that position.

Brand positioning:

• place
• minds
• decision

Question 3

3. (p. 155) Physical positioning helps in all of the following ways except

A. It enables buyers to evaluate industrial goods and services on the basis of what it does rather than on what it is
B. It contributes to a better marketing/R&D interface by determining key physical product characteristics
C. It helps define the structure of competition by revealing the degree of competitiveness between various brands
D. It may indicate the presence of meaningful product gaps and thus reveal opportunities for a new product entry

Answer 3

A. It enables buyers to evaluate industrial goods and services on the basis of what it does rather than on what it is

Question 4

4. (p. 156) Identify a limitation of physical positioning.

A. It ignores the early stages of identifying new product offerings
B. Competitive offerings of many industrial goods and services cannot be typically evaluated on the basis of physical characteristics
C. They are rarely useful in undertaking a positioning analysis because they are based primarily on technical rather than on market data
D. Customers’ attitudes toward a product are often based on social or psychological attributes

Answer 4

D. Customers’ attitudes toward a product are often based on social or psychological attributes