Marketing Management 5th Edition Dawn Iacobucci - Test Bank Instant Download - Complete Test Bank With Answers Sample Questions Are Posted Below 1. Positioning has more physical elements than perceptual ones. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Moderate REFERENCES: Page 63 QUESTION TYPE: True / False HAS VARIABLES: …
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Marketing Management 5th Edition Dawn Iacobucci – Test Bank
Instant Download – Complete Test Bank With Answers
Sample Questions Are Posted Below
1. Positioning has more physical elements than perceptual ones.
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2. Perception is one of the 4 Ps.
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3. Positioning is about identity: who your brand or company is in the marketplace vis-à-vis the competition and in the customer’s eyes.
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4. Communication is one of the 5 Cs.
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5. Positioning is about designing a product to have benefits that the target segment will value.
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6. 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.
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7. Positioning involves two of the marketing mix variables.
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8. Perceptual maps allow managers to see graphical depictions of where their brands are, and where their competitors are, in the minds of their customers.
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9. Holes in perceptual maps identify areas of fierce competition among an industry’s firms.
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10. Customer segments shown on perceptual maps offer marketing managers information about what’s going on in the marketplace.
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11. On a perceptual map, brands depicted as points in the map close together are those perceived as similar.
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12. One question always on the minds of marketers is, “Is my intended position the one that customers perceive?”
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13. Customers may view similar companies as interchangeable.
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14. Some perceptual maps contain descriptors for a single service provider.
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15. With time, it’s hard for a company to resist raising prices, or letting quality settle a little lower due to cost-cutting measures.
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16. Just as consumers are demanding, wanting the very best of everything, companies can be equally irrational.
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17. A brand can reasonably be positioned as the “coolest” brand and the best value.
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18. Brands occasionally come along that are priced high but offer low quality.
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19. Low prices always result in low profitability.
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20. Customer intimacy is a basic corporate strategy that creates value.
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21. 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.
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22. 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.
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23. Niche positioning is a matter of exclusivity and size.
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24. If a brand has an exclusive image and distribution chain, it needs to promote it as much as possible.
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25. 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.
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26. Airlines use operational excellence strategy to tailor products to customers.
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27. Apple’s reputation as an innovative company demonstrates its use of the product leadership strategy.
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28. FedEx uses an operational excellence strategy by focusing on delivery, price, and convenience.
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29. A positioning statement includes the specification of the target segment(s).
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30. In marketing, USP stands for unique strategic position.
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31. Once it has positioned itself or its brand, a company must be able to communicate succinctly the parameters of that position to a single audience.
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32. A positioning statement should target employees and shareholders.
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33. A positioning statement should express a brand’s competitive advantage.
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34. Positioning statements should be lengthy and very detailed in order to communicate efficiently.
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35. Mark needs to write the positioning statement for Company X. One of Mark’s colleagues advises him that the positioning statement needs to be clearly understood by the company’s employees, shareholders, and customers—but NOT by the general public since this group will not be interacting with the company. Mark’s colleague has offered good advice.
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36. To write a good positioning statement, you need to know who you are trying to persuade.
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37. When writing a good positioning statement, knowledge of the competition is irrelevant.
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38. An element of the positioning statement may be only implied.
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39. Positioning statements should not be used as advertising taglines.
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40. Walmart has a very straightforward positioning statement: “Save money. Live better.”
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41. Shannon is struggling to communicate who Company ABC is compared to the competition. Shannon wants to communicate that Company ABC’s brand has the benefits that the target market will value. Shannon is engaged in what marketing activity?
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42. Which of the following is one of the 5Cs?
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43. Positioning is mostly about
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44. Positioning involves which of the marketing mix variables?
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45. Marketers and senior managers like to see graphical depictions of where their brands and their competitors’ brands are in their customers’ minds. What are these called?
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46. Brands depicted as points in the map close together are those perceived as
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47. __________ in perceptual maps offer(s) intriguing possibilities for new market opportunities.
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48. In analyzing perceptual maps, one question always on the marketer’s mind is:
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49. 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
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50. Which of the following is NOT true according to this perceptual map?
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51. Which of the following is NOT true based on this perceptual map?
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52. If a company promotes broadly and heavily, it is probably looking to
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53. Which of the following combinations should be avoided?
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54. If a brand has an exclusive image, it would make good sense to avoid
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55. A CEO is considering how he wants his company to be positioned. He has thought of it as the coolest brand and the brand with the best value. Which of the following is true about his predicament?
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56. Which of the following positioning combinations makes the most sense?
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57. Which of the following is one of three basic corporate strategies for creating value and achieving market stature?
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58. Operational excellence refers to companies that
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59. Product leadership refers to companies that
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60. Customer intimacy refers to companies that
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61. Who originally described the three basic corporate strategies to creating value and achieving market stature?
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62. Which of these companies uses a strategy of operational excellence?
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63. Which of these companies uses a strategy of customer intimacy?
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64. Which of these companies uses a product leadership strategy?
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65. If you want to sell unique wristbands to the 250 participants in a special boating event to raise funds for research for a rare disease, which of the following strategies would you select?
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66. Your company manufactures several different basic appliances that are suitable for young adults establishing their own homes for the first time. Which of the following strategies would you use?
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67. In his books on Competitive Strategy, __________ discusses generic strategies driven by keeping costs down and prices competitive, leading by differentiation (e.g., excellence in quality or innovation), or when appropriate, niche positioning.
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68. What do the letters of USP represent?
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69. The USP concept captures the
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70. 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?
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71. Joseph is having trouble writing a good positioning statement for the accounting software his company sells. What could be causing Joseph’s problem?
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72. Once a company has decided upon its positioning, either for the corporation as a whole, or for one of its brands, it must be able to communicate __________ the parameters of that position to __________.
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73. A positioning statement will __________ customers who are not addressed in the statement.
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74. 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
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75. 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.
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76. To write a positioning statement, you should answer all of the following questions EXCEPT:
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77. A positioning statement captures how you want to
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78. A positioning statement can be a foundation for
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79. Who is the target segment for the Alphatronics positioning statement: “We at Alphatronics are the gym for the serious body builder.”
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80. 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.
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81. What is positioning, and why is it probably the most important aspect of marketing?
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82. Explain the concept of perceptual maps and why marketers find this tool valuable.
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83. Explain this perceptual map.
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84. Identify and describe the three basic corporate strategies for creating value and achieving market stature.
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85. Consider price, quality, availability, and promotions. Which combinations of these make the most sense? Why?
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86. In terms of the positioning matrix, what types of companies tend not to make it?
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87. What are the three questions that must be answered in order to write a positioning statement?
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88. Positioning statements vary widely. They can be straightforward or surprising. Give some examples of different types of positioning statements from the real world.
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89. Explain what a USP is and how it is used.
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90. Why should positioning statements be succinct? How can this be achieved?
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Original price was: $30.00.$20.00Current price is: $20.00.
Original price was: $30.00.$20.00Current price is: $20.00.
Original price was: $30.00.$20.00Current price is: $20.00.
Original price was: $30.00.$20.00Current price is: $20.00.
Original price was: $30.00.$20.00Current price is: $20.00.
