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Exam 5: Positioning

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Question 31

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Just as consumers are demanding, wanting the very best of everything, companies can be equally irrational.

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Question 32

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Managers should NOT use a positioning statement as an internal memorandum that keeps them aligned to it as a basic guiding principle.

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Question 33

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A positioning statement should address your target segment. Anything else you'll say in the positioning statement will have meaning to customers who are not in that segment.

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.

Johnson & Johnson uses a customer intimacy strategy.

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.

"Where happiness means the world," is the positioning statement for which of the following?

Which of the following is NOT one of three basic corporate strategies for creating value and achieving market stature?

Positioning is mostly about .

Which of the following positioning combinations makes the most sense?

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

Which of the following is NOT true according to this perceptual map?

Perceptual maps allow managers to see graphical depictions of where their brands are, and where their competitors are, in the minds of their customers.

Positioning has more physical elements than perceptual ones.

Who originally described the three basic corporate strategies to creating value and achieving market stature?

The positioning statement can serve as an internal memorandum keeping all managers aligned as a basic guiding principle in all their collective decisions, so as to enhance the likelihood of in the results of those decisions.

With time, it's hard for a company to resist raising prices, or letting quality settle a little lower due to cost cutting measures.

In analyzing perceptual maps, one question always on the marketer's mind is:

Positioning typically involves modifying all the 4P elements.

Customer segments shown on perceptual maps offer marketing managers information about what's going on in the marketplace.