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mktg301-positioning

Terms in this set (29)

Positioning assumes consumers compare products based on ______.
their benefits
The third step in the STP process is market
positioning
What are the three steps involved in positioning?
Recognizing your competitive advantage
Evaluating consumer feedback
Analyzing the competition's positions
Trisha is in the process of reviewing a survey of her company's customer base that shows how many customers have purchased products in the last six months and their reasons for purchasing them. Which step of the positioning process is Trisha demonstrating?
Evaluating feedback
In which of the following situations would analysis of the competition's positions be the most important?
When competitors all offer a similar good or service
To influence how consumers view a company's products, services, and ideas, the company should use ______.
positioning
What does a perceptual map create?
A visual picture of where products are located in consumers' minds
Which of these accurately characterize positioning?
it is the third step in a process that also uses targeting and segmentation.
It is a technique to help firms decide how to allocate their marketing resources.
Maddox's marketing team decides to position their product based on the attribute of its unique production process. Which step of the positioning process are they engaging in?
Highlighting competitive advantage
Which of the following are positioning strategies used to highlight a firm's competitive advantage?
Application
Price/quality relationship
Attributes
When a firm begins the positioning process, the first step is to ______. To do this effectively, many firms use ______, which is a visual image of how consumers perceive products currently on the market
analyze the competition's positions; a perceptual map
Eileen is aware that there are several competitors who produce mountain bikes of the same value as her company. She has determined that her company's advantage lies in the fact that it is known for producing the bikes in an environmentally friendly manufacturing plant, and it uses this advantage in all of its marketing programs. Which positioning strategy is Eileen relying on as she defines her competitive advantage?
Attributes
Which of these statements are true about perceptual maps?
They provide guidance on potential market positions that might be unserved or underserved.
They help firms understand competitors' positions in the marketplace.
They create a visual picture of where products are located in consumers' minds.
Omar is one of many sellers of portable sawmills, but his sawmills are the only ones that can scan logs, develop a plan to get the most boards with the least waste, and send an image of the plan to a mobile phone. Omar is highlighting his competitive advantage by focusing on ______.
application
The second step in the positioning process is to define the ______.
advantage the firm has over the competition
The third step in the positioning process is ______, which is important to do constantly because ______.
evaluating consumer feedback; consumer tastes change frequently
Which positioning strategy would best highlight a competitive advantage from having an extensive network to distribute products to many locations at a low cost?
Price/quality relationship
In order to properly allocate their marketing resources and reach their desired market, firms use ______. As time goes by, the market changes, prompting firms to use ______ to respond to these changes and continue reaching the target market in an effective manner.
positioning; repositioning
The company behind Thelma's Thermal Curtains realizes that its curtains are viewed as cheap and flimsy. The company switches to a new fabric type that dramatically increases the strength of the curtains and advertises the change in quality. What is the company doing?
Repositioning by changing market mix elements
Because consumer needs and wants change constantly, which step of the positioning process should be in constant use?
Evaluating feedback
As the market changes over time, firms use ________ to reestablish products and keep them relevant to the target market.
repositioning
A designer of purses is known for her clutches and small cross-body bags. Over the course of several years, consumers slowly stop buying the cross-body bags, prompting the designer to replace them with larger purses that have shoulder straps. This is an example of repositioning by changing the ______.
product
When a company needs to reposition a product but does not want to alter the marketing mix, it may try to reposition the
competition
An exercise equipment manufacturer creates a campaign showing people dressed in styles from previous decades using exercise equipment made by other companies, portraying the equipment as outdated. What is this company doing?
Repositioning the competition
What do firms often do to gather the information they need for effective positioning?
Encourage customers to join loyalty programs
Survey target market consumers
Repositioning a product in response to changes in market tastes typically involves changes to ______. For example, a company that makes healthy frozen dinners might decide to adjust the ______ by replacing all the pasta in its dishes with a whole wheat option.
the marketing mix; product
As time goes by and consumer tastes change, firms need to use ______ to keep their products relevant. Once way this is done by altering the ______, such as by highlighting a weakness in the product.
repositioning; the perception of a competitor's product
To understand market research data concerning how consumers view a firm's products or services in comparison with competitors' offerings, marketers often draw a ______, which has an x-axis and a y-axis that usually represent the two attributes that are most important to consumers.
perceptual map
Claudio's company manufactures and sells a powerful multisurface cleaning fluid. His two closest competitors both claim their products get surfaces cleaner, which may be true, but Claudio recognizes that this is due to the potentially unsafe chemicals present in the competitors' products. He runs a series of ads showing a time-lapse video of what happens when apples are exposed to the different cleaning solutions. Over a 12-hour period, the apples exposed to the competitors' products begin to shrivel and rot, while the apple covered in Claudio's product looks as fresh as when the experiment started. The ads call attention to the dangerous chemicals in the competitors' products while showing that Claudio's product is safe. What is Claudio doing here?
Multiple choice question.
Repositioning the competition
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