Question 1

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

Accepted Answer

A) True 
 B)False

Question 2

A positioning statement will __________ customers who are not addressed in the statement.

Accepted Answer

A)   be used by
B)   have no meaning to
C)   encourage purchases by
D)   be confusing to

Question 3

Which of these companies uses a strategy of customer intimacy?

Accepted Answer

A)   BMW
B)   Apple
C)   McDonald's
D)   Verizon

Question 4

Which of the following is NOT true based on this perceptual map?

Accepted Answer

A)   Paris and Rome are seen as places where there is lots to see and do, but they're relatively expensive.
B)   Nassau and Tampa are perceived as beach trips that are relatively affordable.
C)   The first customer segment is very well-served.
D)   The second customer segment is seeking more to do on their holiday and is not concerned about price.

Question 5

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

Accepted Answer

A) True 
 B)False

Question 6

A positioning statement captures how you want to

Accepted Answer

A)   be perceived.
B)   manage your business.
C)   describe your customers.
D)   improve your product.

Question 7

Customer intimacy refers to companies that

Accepted Answer

A)   pride themselves on quality and innovation.
B)   are willing to tailor their products to particular customer needs.
C)   target and position themselves high in the market.
D)   are good at production, delivery, price, and convenience.

Question 8

The USP concept captures the

Accepted Answer

A)   product category.
B)   target segment.
C)   product's position.
D)   competition.

Question 9

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.

Accepted Answer

A) True 
 B)False

Question 10

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

Accepted Answer

A simple statement facilitates communica...

Question 11

A positioning statement should target employees and shareholders.

Accepted Answer

A) True 
 B)False

Question 12

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.

Accepted Answer

A)   innovation
B)   consistencies
C)   success
D)   employees' support

Question 13

Positioning statements should not be used as advertising taglines.

Accepted Answer

A) True 
 B)False

Question 14

An element of the positioning statement may be only implied.

Accepted Answer

A) True 
 B)False

Question 15

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

Accepted Answer

A) True 
 B)False

Question 16

Which of the following is one of three basic corporate strategies for creating value and achieving market stature?

Accepted Answer

A)   operational excellence
B)   development leadership
C)   quality placement
D)   customer innovation

Question 17

Which of these companies uses a product leadership strategy?

Accepted Answer

A)   Apple
B)   FedEx
C)   Verizon
D)   McDonald's

Question 18

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

Accepted Answer

The most appropriate combinations are (1...

Question 19

Positioning is mostly about

Accepted Answer

A)   identity.
B)   physical elements.
C)   targeting.
D)   advertising.

Question 20

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 __________.

Accepted Answer

A)   succinctly, a number of audiences
B)   verbosely, a number of audiences
C)   succinctly, one audience
D)   verbosely, one audience

Exam 5: Positioning

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 __________.

Correct AnswerverifiedShow Answer

An element of the positioning statement may be only implied.

Correct AnswerverifiedShow Answer

Which of these companies uses a strategy of customer intimacy?

Correct AnswerverifiedShow Answer

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

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

Which of these companies uses a product leadership strategy?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Which of the following is NOT true based on this perceptual map?

Correct AnswerverifiedShow Answer

Which of the following is one of three basic corporate strategies for creating value and achieving market stature?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Positioning is mostly about

Correct AnswerverifiedShow Answer

Positioning statements should not be used as advertising taglines.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

A positioning statement will __________ customers who are not addressed in the statement.

Correct AnswerverifiedShow Answer

A positioning statement should target employees and shareholders.

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

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.

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

A positioning statement captures how you want to

Correct AnswerverifiedShow Answer

Customer intimacy refers to companies that

Correct AnswerverifiedShow Answer

The USP concept captures the

Correct AnswerverifiedShow Answer

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 .

Correct Answer
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A simple statement facilitates communica...
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The most appropriate combinations are (1...
View Answer

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