1. Positioning has more physical elements than perceptual ones.
a. True
b. False
2. Perception is one of the 4 Ps.
a. True
b. False
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.
a. True
b. False
4. Communication is one of the 5 Cs.
a. True
b. False
5. Positioning is about designing a product to have benefits that the target segment will value.
a. True
b. False
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.
a. True
b. False
7. Positioning involves two of the marketing mix variables.
a. True
b. False
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.
a. True
b. False
9. Holes in perceptual maps identify areas of fierce competition among an industry’s firms.
a. True
b. False
10. Customer segments shown on perceptual maps offer marketing managers information about what’s going on
in the marketplace.
a. True
b. False
11. On a perceptual map, brands depicted as points in the map close together are those perceived as similar.
a. True
b. False
12. One question always on the minds of marketers is, “Is my intended position the one that customers
perceive?”
a. True
b. False
13. Customers may view similar companies as interchangeable.
a. True
b. False
14. Some perceptual maps contain descriptors for a single service provider.
a. True
b. False
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.
a. True
b. False
16. Just as consumers are demanding, wanting the very best of everything, companies can be equally irrational.
a. True
b. False
17. A brand can reasonably be positioned as the “coolest” brand and the best value.
a. True
b. False
18. Brands occasionally come along that are priced high but offer low quality.
a. True
b. False
19. Low prices always result in low profitability.
a. True
b. False
20. Customer intimacy is a basic corporate strategy that creates value.
a. True
b. False
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.
a. True
b. False
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.
a. True
b. False
23. Niche positioning is a matter of exclusivity and size.
a. True
b. False
24. If a brand has an exclusive image and distribution chain, it needs to promote it as much as possible.
a. True
b. False
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.
a. True
b. False
26. Airlines use operational excellence strategy to tailor products to customers.
a. True
b. False
27. Apple’s reputation as an innovative company demonstrates its use of the product leadership strategy.
a. True
b. False
28. FedEx uses an operational excellence strategy by focusing on delivery, price, and convenience.
a. True
b. False
29. A positioning statement includes the specification of the target segment(s).
a. True
b. False
30. In marketing, USP stands for unique strategic position.
a. True
b. False
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.
a. True
b. False
32. A positioning statement should target employees and shareholders.
a. True
b. False
33. A positioning statement should express a brand’s competitive advantage.
a. True
b. False
34. Positioning statements should be lengthy and very detailed in order to communicate efficiently.
a. True
b. False
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.
a. True
b. False
36. To write a good positioning statement, you need to know who you are trying to persuade.
a. True
b. False
37. When writing a good positioning statement, knowledge of the competition is irrelevant.
a. True
b. False
38. An element of the positioning statement may be only implied.
a. True
b. False
39. Positioning statements should not be used as advertising taglines.
a. True
b. False
40. Walmart has a very straightforward positioning statement: “Save money. Live better.”
a. True
b. False
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?
a. segmenting
b. targeting
c. positioning
d. advertising
42. Which of the following is one of the 5Cs?
a. communication
b. company
c. comprehension
d. commerce
43. Positioning is mostly about
a. identity.
b. physical elements.
c. targeting.
d. advertising.
44. Positioning involves which of the marketing mix variables?
a. price, promotion, product, place
b. price, promotion, product
c. price, place
d. promotion, product, place
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?
a. histograms
b. perceptual maps
c. genograms
d. position charts
46. Brands depicted as points in the map close together are those perceived as
a. similar.
b. different.
c. expensive.
d. high-quality.
47. __________ in perceptual maps offer(s) intriguing possibilities for new market opportunities.
a. Brands
b. Holes
c. Targeting
d. Positioning
48. In analyzing perceptual maps, one question always on the marketer’s mind is:
a. Is my brand optimally segmented?
b. Is my brand experiencing holes?
c. Is my brand targeted correctly?
d. Is my brand optimally positioned?
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
a. three brands are well positioned as being diverse from all other brands.
b. the five brands are viewed as most interchangeable by consumers.
c. the five brands identify a “hole” in the perceptual map.
d. consumers will most likely purchase more of the three brands not clustered together.
50. Which of the following is NOT true according to this perceptual map?
a. Customers view Lexus and Lincoln as the most interchangeable of the brands.
b. The Tesla and Prius are not competing with each other.
c. People in segment 1 prefer Tesla or Prius to Lincoln or Lexus.
d. People in segment 2 seek nice luxury at inexpensive prices.