Question 1:
Of the following, which is the best reason for a marketing
manager writing a product's marketing plan to accomplish "targeting”
before “positioning” for that product?
·
Targeting is a pure marketing department
decision; positioning involves a company’s sales, marketing and advertising
staff.
·
“Targeting” means focusing on a specific
marketing mix element of your product. You need to decide upon this focus
before selecting high-potential customers, which is what positioning is all
about.
·
"Targeting” means focusing on a specific
attribute or characteristic of your product. You need to decide upon this focus
before selecting high-potential customers, which is what positioning is all
about.
·
You have to identify the target customer segment
before you can make new product development decisions.
·
You have to identify the target customer segment
before you can reinforce how that segment sees your product as meaningfully
different from competitors’ products.
Question 2:
The most accurate statement about targeting is:
·
It involves evaluating customer segments by
profit potential.
·
It involves evaluating customer segments by
market size and growth.
·
It involves companies' selecting specific
customer segments to serve.
·
It requires the use of formal quantitative
methods.
·
None of the above is an accurate statement about
targeting.
Question 3:
There are three requirements to build strong brands. Which
requirement is best illustrated by Harley-Davidson customers’ belief that the
Harley brand stands for "rugged, individual and American," just like
themselves?
·
A point of difference among competing brands
·
Ensuring trust between the brand and the
consumer
·
A high intangible perceived value
·
A common identity between brand and consumer
·
Using membership and reference groups to
influence brand preference
Question 4:
In value propositions and product positioning, the best
example(s) of a POD from the list below is when a consumer:
·
Loves and values your brand's track record for
reliability and believes she can’t get similar performance from competing
products
·
Loves and values your brand’s high quality
ingredients but views them as essentially equal to those used by competitors
·
Notes that your product is priced lower than all
competing products
·
Loves and values the "high-tech" image
of your brand and says that competing products somehow don’t make her feel the
same way
·
Both the first and fourth choices
Question 5:
Which of the following illustrates the most specific example
of “positioning”:
·
Advertising with the brand slogan “Clean as a
pin, and your floor and Mother Earth win’
·
Using all your firm's marketing mix elements
throughout the year to reinforce your customers’ belief that, unlike competing
products, your floor cleaner has no negative environmental impacts, an attribute
valued by your customers
·
Spending $12 million to develop a proprietary
wood floor cleaning ingredient, which your research indicates performs better
than the competition
·
Advertising with the brand slogan “Clean floors
for everyone"
·
Using all your firm’s advertising budget for a
one-time 30-second television commercial on the Super Bowl to emphasize that
your floor cleaner has no negative environmental impacts, an attribute valued
by your customers
Question 6:
An example(s) of brand equity in action is/are:
·
Sheryl walks into a K-Mart store intending to
buy motor oil. She sees 12 brands of motor oil but not the brand she wants, so
she leaves the store without making a purchase.
·
Acme Inc. buys a competitor’s Brand Y product
line and then licenses the Brand Y name for three years.
·
Arnaud compares the price of a product he wants
to buy on Amazon.com when he logs in under his own user name and when he logs
in as a guest. The price he sees as a “guest" is significantly higher.
·
Both the first and second choices
·
Both the first and third choices
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