Question 1

If a brand has an exclusive image, it would make good sense NOT to .

Accepted Answer

A)   over-promote it
B)   charge a premium price
C)   engage in light promotion
D)   distribute through selective channelsE) C) and D)
F) None of the above

Question 2

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

Accepted Answer

The three basic strategies are operation...

Question 3

"Broadcast Yourself" is what website's positioning statement?

Accepted Answer

A)   Facebook
B)   Myspace
C)   Vimeo
D)   YouTubeE) None of the above
F) A) and B)

Question 4

Consider price, quality, availability, and promotions. Which combinations of these make the most sense? Why?

Accepted Answer

The most appropriate combinations are (1...

Question 5

Explain what a USP is and how it is used.

Accepted Answer

The unique selling proposition (USP) is ...

Question 6

When writing a positioning statement, it is a good idea to abstract from the level of the brand's attributes to the benefits to the customer.

Accepted Answer

A)   concrete
B)   impractical
C)   intangible
D)   money-relatedE) B) and D)
F) A) and C)

Question 7

Operational excellence refers to companies that .

Accepted Answer

A)   are good at production, delivery, price, and convenience
B)   pride themselves on quality and innovation
C)   are willing to tailor their products to particular customer needs
D)   are expensive but is expected to pay off in long-term loyalty and enhanced customer lifetime valueE) A) and D)
F) None of the above

Question 8

What do the letters of USP represent?

Accepted Answer

A)   ultimate selling proposition
B)   unique selling proposition
C)   unique selling product
D)   universal selling pointE) A) and C)
F) None of the above

Question 9

To write a good positioning statement, you do not need to know who you are competing with. It's irrelevant.

Accepted Answer

A) True 
 B)False

Question 10

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.

Accepted Answer

A) True 
 B)False

Question 11

If a company promotes broadly and heavily, they are probably looking to .

Accepted Answer

A)   create a niche market
B)   offer low prices
C)   move a lot of merchandise
D)   distribute through selective channelsE) A) and D)
F) All of the above

Question 12

Perception is one of the 4 Ps.

Accepted Answer

A) True 
 B)False

Question 13

Why should positioning statements be succinct? How can this be achieved?

Accepted Answer

A simple statement facilitates communica...

Question 14

To write a positioning statement, you should answer all of the following questions EXCEPT:

Accepted Answer

A)   Who are you trying to persuade?
B)   Who are you competing with?
C)   How are you better?
D)   What are your weaknesses?E) A) and B)
F) A) and D)

Question 15

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

Accepted Answer

A) True 
 B)False

Question 16

When you are writing a positioning statement, if you don't have real differences and cannot see a way to create them, then you can create a difference based on .

Accepted Answer

A)   image
B)   the future
C)   opinion
D)   dataE) A) and D)
F) A) and B)

Question 17

Which of these companies uses a strategy of customer intimacy?

Accepted Answer

A)   Dell
B)   Sony
C)   Costco
D)   Home DepotE) B) and C)
F) A) and C)

Question 18

Positioning statements should be lengthy and very detailed in order to communicate efficiently.

Accepted Answer

A) True 
 B)False

Question 19

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

Accepted Answer

A) True 
 B)False

Question 20

Low prices always result in low profitability.

Accepted Answer

A) True 
 B)False

Exam 5: Positioning

If a company promotes broadly and heavily, they are probably looking to .

Correct AnswerverifiedShow Answer

To write a good positioning statement, you do not need to know who you are competing with. It's irrelevant.

Correct AnswerverifiedShow Answer

When you are writing a positioning statement, if you don't have real differences and cannot see a way to create them, then you can create a difference based on .

Correct AnswerverifiedShow Answer

Consider price, quality, availability, and promotions. Which combinations of these make the most sense? Why?

Correct AnswerverifiedThe most appropriate combinations are (1...View AnswerShow Answer

Operational excellence refers to companies that .

Correct AnswerverifiedShow Answer

When writing a positioning statement, it is a good idea to abstract from the level of the brand's attributes to the benefits to the customer.

Correct AnswerverifiedShow Answer

Why should positioning statements be succinct? How can this be achieved?

Correct AnswerverifiedA simple statement facilitates communica...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedThe three basic strategies are operation...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

What do the letters of USP represent?

Correct AnswerverifiedShow Answer

To write a positioning statement, you should answer all of the following questions EXCEPT:

Correct AnswerverifiedShow Answer

Which of these companies uses a strategy of customer intimacy?

Correct AnswerverifiedShow Answer

"Broadcast Yourself" is what website's positioning statement?

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

Positioning statements should be lengthy and very detailed in order to communicate efficiently.

Correct AnswerverifiedShow Answer

If a brand has an exclusive image, it would make good sense NOT to .

Correct AnswerverifiedShow Answer

Explain what a USP is and how it is used.

Correct AnswerverifiedThe unique selling proposition (USP) is ...View AnswerShow Answer

Low prices always result in low profitability.

Correct AnswerverifiedShow Answer

Perception is one of the 4 Ps.

Correct AnswerverifiedShow Answer

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The most appropriate combinations are (1...
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A simple statement facilitates communica...
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The three basic strategies are operation...
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The unique selling proposition (USP) is ...
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