Title: Positioning
Course: Question Banks

Q: The process organizations use to highlight the standout qualities of their product or service and the value it brings to a customer as compared to their competition is the definition of:
- branding
- positioning
- differentiation
A: differentiation

Q: What is the term for the process marketers use to strategically determine which niche a product or service should occupy in a market compared to other products or service offerings?
- branding
- differentiation
- positioning
A: positioning

Q: When a marketer aims her product message at a specific target market, what does she do with the general value proposition?
- She uses the positioning strategy to inform the value proposition of the production needs.
- She uses the value proposition to steer the positioning strategies.
- She uses the positioning strategy to adjust the value proposition to the target segment’s needs and interests.
A: She uses the positioning strategy to adjust the value proposition to the target segment’s needs and interests.

Q: Which answer best completes the statement, “Effective positioning is always linked to________”?
- a general market segment
- a specific demographic segment
- a specific target segment
A: a specific target segment

Q: In order for a company to market the same product or service to different markets, what step is critical for the company to take?
- The company should show its product or service is similar to its competitors.
- The company should be consistent and use the same marketing mix for different audiences.
- The company should generate different positioning strategies to target the different audiences.
A: The company should generate different positioning strategies to target the different audiences.

Q: Fill in the blank with the best response. A competitive advantage is ________.
- a tool that helps calculate how different competitors are positioned in the market.
- a means of communicating a company’s product development cycle.
- a quality, capability, or trait that grants an organization the ability to outperform its competitors.
A: a quality, capability, or trait that grants an organization the ability to outperform its competitors.

Q: Once a company has identified its competitive advantages and chosen the ones that define its market niche, what is its next step?
- communicating and delivering its positioning strategy
- confirming its understanding of the market dynamics
- defining its positioning strategy
A: defining its positioning strategy

Q: If something is an intangible or tangible characteristic of a product, service, or offering, it is considered a:
- benefit
- price
- feature
A: feature

Q: A company’s product or service that provides a unique, intangible strength or outcome for a customer is the definition of a:
- feature
- price
- benefit
A: benefit

Q: Which tool is based on the key criteria that greatly influences customer decisions and illustrates how a variety of competitors are positioned in the marketplace?
- product development chart
- positioning strategy table
- perceptual map
A: perceptual map

Q: Red Bull brands itself as the extreme drink for extreme living enthusiast. What type of common positioning strategy is it using?
- business approach strategy
- anti-competition strategy
- best fit for the customer strategy
A: best fit for the customer strategy

Q: Seven-Up brands itself as ”The Uncola.” What type of common positioning strategy is it using in the soda market?
- business approach strategy
- category benefit strategy
- anti-competition strategy
A: anti-competition strategy

Q: A sentence that summarily describes the target market and defines what a company wants customers to think about its brand is the definition of:
- branding statement
- product life cycle
- positioning statement
A: positioning statement

Q: The first step in outlining a strong marketing positioning statement is to:
- address the key reasons customers should believe in the statement
- address the category or frame of reference
- address the target audience
A: address the target audience

Q: If a company’s positioning statement includes a target segment, the service/product category in which a company is establishing that market position, the key differentiation points, and the reasons why customers should believe the positioning claims, what is the statement missing?
- the product/service category
- the target segment
- the brand name
A: the brand name

Q: How do you distinguish an effective positioning statement from an ineffective one?
- An effective positioning statement leaves the target market with questions about how one product, service, or brand is superior to another.
- After hearing an ineffective position statement you have clarity about what a company is offering.
- The effective positioning statement includes all five key positioning statement elements, and an ineffective one leaves out some of the key elements.
A: The effective positioning statement includes all five key positioning statement elements, and an ineffective one leaves out some of the key elements.

Q: The local inexpensive pasty shop, Tasty’s, needs to write a position statement to identify and attract its no-frills target audience. What should it include to make the statement effective?
- position Tasty’s with the mindset of a speciality pastry connoisseur
- addresses the elements of the larger pastry market
- position Tasty’s to its no-frills pastry target customer with products that are convenient and inexpensive way for busy people to get their morning pastry at Tasty’s
A: position Tasty’s to its no-frills pastry target customer with products that are convenient and inexpensive way for busy people to get their morning pastry at Tasty’s

Q: Robinson Remodeling is a handyman business specializing in electrical and plumbing services. Mr Robinson should write a position statement to help him be with more effective marketing his business. What should be included to make Robinson’s Remodeling statement effective?
- addresses the elements of the larger construction market
- the position of the mindset of a master plumber https://courses.candelalearning.com/waymakerintromarketing1xmaster/chapter/reading-developing-positioning-statements/
- position itself to the homeowner market, and its thirty years of customer satisfaction in small and medium home electrical and plumbing repairs
A: position itself to the homeowner market, and its thirty years of customer satisfaction in small and medium home electrical and plumbing repairs

Q: What triggers a company to realize it is time to reposition a product or service?
- When a timed product development process is complete
- When it has strong demand for a product or service
- When it sees the opportunity or need to improve the market demand for its product or service
A: When it sees the opportunity or need to improve the market demand for its product or service

Q: Which factors can trigger an organization’s decision to reposition a product, service, or brand?
- new internal hiring policies and accounting systems
- product features and traditional service offerings
- competition and consumer trends
A: competition and consumer trends

Q: What is the difference between marketing positioning and repositioning a company, product, or service?
- Positioning is the dramatic way a service, product or company is presented to the market whereas repositioning is done with minimal changes to the original positing plan.
- Positioning is the way marketers present a service to the market whereas repositioning is a way to present a product to the market.
- Positioning is the original way a company, product, or service is presented to the market whereas repositioning is taking that original market message and changing it to fit a different place in the market.
A: Positioning is the original way a company, product, or service is presented to the market whereas repositioning is taking that original market message and changing it to fit a different place in the market.

Q: What is one of the risks or pitfalls that can occur when a product or service is repositioned in the market?
- Has the potential to strengthen or build market perceptions of the product or service
- Has the potential to create a new or more meaningful brand, product, or service
- Has the potential to weaken or undermine market perceptions of the product or service
A: Has the potential to weaken or undermine market perceptions of the product or service

Q: How is a positioning strategy/statement used to inform a company’s marketing mix?
- Use the positioning statement to shape the company’s long-term sales strategy.
- Marketers use a positioning statement to drive only the pricing portion of the marketing mix.
- Marketers use a positioning strategy to direct the marketing mix for a product, service, or brand.
A: Marketers use a positioning strategy to direct the marketing mix for a product, service, or brand.

Q: A marketer works on developing the “Place” portion of the marketing mix. What question should she keep in mind while working on it?
- Is the product delivering all that the position statement claims it will?
- How does the marketing communicating a positioning approach to company management?
- Is there a distribution focus mentioned or implied as a competitive advantage or a positioning strategy that should be directly addressed?
A: Is there a distribution focus mentioned or implied as a competitive advantage or a positioning strategy that should be directly addressed?

Q: Which promotion considerations does a marketer need to address when using a company’s new positioning statement?
- whether the price is aligned with customer expectations
- how to misalign the old position with the company’s new repositioning statement
- the type of campaigns used and message and activity consistency across channels
A: the type of campaigns used and message and activity consistency across channels

Q: A technology company needs to monitor its customers’ responses after launching its new brand positioning of its portable external hard drive product. How can marketers collect direct feedback from their customers?
- Monitor the number of new and returning customers purchasing the product.
- Calculate the average spending per customer for the product.
- Collect customer feedback information from customer service and monitor social media comments about the product.
A: Collect customer feedback information from customer service and monitor social media comments about the product.