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Exam 5: Positioning

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Question 21

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Niche positioning is a matter of exclusivity and size.

A) True
B) False

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Question 22

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Positioning involves two of the marketing mix variables.

A) True
B) False

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Question 23

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A positioning statement includes the specification of the target segment(s).

Positioning statements should not be used as advertising taglines.

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 .

Volvo is most known for which of the following?

Jen is developing the positioning statement for a new line of sunglasses. In a meeting, the marketing team tells Jen that she has succinctly and clearly expressed the competitive advantage of the new sunglasses brand. The team approves of the way Jen wants to express the brand's competitive advantage, and tells her to continue her work on fully developing the positioning statement. Which element of crafting the positioning statement has Jen's team just approved?

The USP concept captures two things. One is how does your market offering dominate these other providers. What is the other?

Which of the following is Volkswagen's long­running advertising tagline?

Product leadership refers to companies that .

Madison serves as Vice President of Customer Experience at Company X, a large international hospitality firm with hotels and resorts around the globe. Madison's role involves catering to the specific needs and preferences of Company X's most valuable guests. Company X is most likely engaged in a Customer Intimacy strategy to create value among its guests.

Simultaneously being the "coolest" brand and offering the best value is a reasonable positioning objective.

Communication is one of the 5 Cs.

Positioning involves which of the marketing mix variables?

Positioning is about designing a product to have benefits that the target segment will value.

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

To write a good positioning statement, you need to know who you are trying to persuade.

Brands occasionally come along that are priced high but offer low quality.

Which of these companies uses a strategy of operational excellence?

Sony uses a product leadership strategy.