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153) Changing the place an offering occupies in a consumer's mind relative to competitive
products is referred to as
A) product placement.
B) perceptual mapping.
C) product positioning.
D) product repositioning.
E) product differentiation.
154) Product repositioning refers to
A) the place a product offering occupies in consumers' minds on important attributes.
B) using a market-product grid to place products in their appropriate places on that grid to
identify potential untapped markets.
C) changing the place an offering occupies in a consumer's mind relative to competitive
products.
D) the practice of selling a firm's least successful product line and redirecting that revenue into a
totally new product.
E) the competitive advantage of one product over another.
155) Recently, U.S. dairies, struggling to increase milk sales, tried to change the way adults
thought about chocolate milk. The dairies wanted to ________ chocolate milk in the minds of
adult consumers.
A) segment
B) differentiate
C) explain
D) promote
E) reposition
156) Carmaker Kia has used its 10-year/100,000 mile warranty program to improve consumer
perceptions of the reliability of its vehicles. This would be considered a ________ strategy.
A) product repositioning
B) perceptual mapping
C) product positioning
D) product differentiation
E) psychographic
157) One approach to positioning a product is ________ positioning, which involves competing
directly with competitors on similar product attributes in the same target market.
A) perceptual
B) head-to-head
C) psychological
D) differentiation
E) market
158) Head-to-head positioning requires a product to
A) compete with products from competitors of the same size and country of origin.
B) compete with competitors on similar product attributes but in a different market.
C) compete with competitors on similar product attributes in the same market.
D) compete against very similar products from its own company.
E) compete against a single competitor with an identical offering.
159) In the athletic shoe market, Adidas AG and Nike Inc. practice ________ positioning since
both companies vie for the same customers with technologically advanced products.
A) psychological
B) perceptual
C) differentiation
D) head-to-head
E) market
160) A positioning approach that involves seeking a less-competitive, smaller market niche in
which to locate a brand is referred to as
A) competitive repositioning.
B) head-to-head positioning.
C) differentiation positioning.
D) downsize positioning.
E) product repositioning.
161) Differentiation positioning requires a product to
A) emphasize unique product attributes to compete directly with competitors.
B) compete directly with competitors on similar product attributes in the same target market.
C) compete with competitors on similar product attributes but in a different market.
D) seek a less-competitive, smaller market niche in which to locate a brand.
E) develop marketing actions to move a product or brand to an ideal position.
162) In the sneaker business, Heelys practiced ________ positioning when it introduced a line of
Heelys sneakers that came with an imbedded, detachable wheel in the shoe's heel marketed to
young teens.
A) head-to-head
B) parallel market
C) reflexive
D) repositioning
E) differentiation
163) While many energy drinks target teen and young adult males with extreme sports themes, 5-
hour Energy frequently advertises toward adults needing a quick and easy way to get through a
busy workday. The strategy for 5-hour Energy would be described as ________ positioning.
A) alternate
B) head-to-head
C) lateral
D) niche
E) differentiation
164) Some Timex wristwatches can be purchased for less than $30 while Rolex wristwatches
may carry a price tag of several thousand dollars. In general, consumers view Timex watches as
being dependable, relatively accurate, and inexpensive timepieces that can be purchased in
drugstores, discount stores, and department stores. The Rolex brand is perceived as an expensive
status symbol distributed in fine jewelry stores or specialty shops. By using distinctly different
pricing and distribution strategies, the marketers of Rolex watches
A) compete for the same segment through different channels of distribution.
B) develop similar products as Timex but under different names.
C) use a differentiation positioning strategy.
D) compete for the same customers through similar retail outlets.
E) create cognitive dissonance in consumers who purchased Timex wristwatches.
165) All of the following are included in an ideal positioning statement except which?
A) the product category in which the offering competes
B) the needs satisfied by the product
C) the offering's unique benefits or attributes
D) the anticipated or actual retail price of the product
E) an identification of the target market
166) "For upscale American families who desire a carefree driving experience, Volvo is a
premium-priced automobile that offers the utmost in safety and dependability" is a ________
statement for Volvo in North America.
A) perception
B) positioning
C) market-product
D) vision
E) differentiation
167) "For World Wide Web users who enjoy books, Amazon.com is a retail bookseller that
provides instant access to over 1.1 million books as well as a combination of extraordinary
convenience and low prices" is a ________ statement for Amazon.
A) perception
B) positioning
C) market-product
D) vision
E) differentiation
168) A means of displaying or graphing in two dimensions the location of products or brands in
the minds of consumers to enable a manager to see how consumers perceive competing products
or brands, as well as its own product or brand, is referred to as a
A) perception matrix.
B) growth-share matrix.
C) market-product grid.
D) perceptual map.
E) product differentiation chart.
169) A perceptual map is
A) a framework used to compare one firm's product offerings with another firm's offerings in
relationship to their relative market share.
B) a framework used to demonstrate the growth or decline of specific market segments within an
industry.
C) a means of displaying or graphing in two dimensions the location of products or brands in the
minds of consumers to enable a manager to see how consumers perceive competing products or
brands, as well as its own product or brand.
D) a framework to relate the market segments of potential buyers to the products offered or
potential marketing actions by an organization.
E) the place a product occupies in a single consumer's mind on unimportant attributes relative to
competitive products.
170) A graph displaying consumers' perceptions of product attributes in two dimensions is
referred to as a
A) perceptual map.
B) sensitivity matrix.
C) growth-share matrix.
D) market-product grid.
E) product differentiation chart.
171) Marketers use perceptual maps as a means to display or graph in two dimensions the
location of products or brands
A) against large market segments in a market-product grid.
B) against small market segments in a market-product grid.
C) in virtual space that represents the business or product's time in existence and growth.
D) in the minds of consumers.
E) against the revenues generated by other products or brands within the company.
172) A perceptual map enables a manager to see how ________ perceive competing products or
brands, as well as the firm's own product or brand.
A) stakeholders
B) competitors
C) independent rating organizations such as Consumer Reports
D) consumers
E) the CEO of the firm
173) The axes on a perceptual map are
A) sales and profitability.
B) two important product attributes, ranging from high to low on that attribute.
C) market share and market growth rate.
D) product variety and profitability.
E) customer perceptions of the firm's product versus the brand of the firm's principal competitor.
174) Which of these is collected from consumers to develop a product's perceptual map?
A) consumer judgments about the important attributes for a product or brand class
B) a listing of all prospective brands and products
C) managerial judgments about how consumers perceive products
D) rank order of the ratings of an existing brand's preference relative to its competitors
E) detailed explanations of why consumers make the choices they do
175) To effectively position a product or brand, companies take four steps, including which of
these?
A) decide whether to keep or delete the market segment that your product offering targets
B) identify the key differentiators for competitors' brands
C) discover how target customers rate a company's product or brand on important attributes
D) create a marketing plan based on customers' perceptions
E) identify market niches that were not selected during the market segmentation process
