Chapter 7 Mcq

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Chapter 07 Student: ___________________________________________________________________________ 1. Identify the incorrect statement concerning positioning. A. It comprises both competitive and customer needs considerations B. This concept is applicable only for an existing brand C. It is essentially concerned with differentiation D. Generally, it is more difficult for marketers to position services than goods successfully 2. A company with a broad target aimed at gaining a competitive advantage through lower costs will use A. A differentiation-based focus strategy B. A differentiation strategy C. A cost leadership strategy D. A cost-based focus strategy 3. Physical positioning helps in all of the following ways except A. It enables buyers to evaluate industrial goods and services on the basis of what it does rather than on what it is B. It contributes to a better marketing/R&D interface by determining key physical product characteristics C. It helps define the structure of competition by revealing the degree of competitiveness between various brands D. It may indicate the presence of meaningful product gaps and thus reveal opportunities for a new product entry 4. Identify a limitation of physical positioning. A. It ignores the early stages of identifying new product offerings B.Competitive offerings of many industrial goods and services cannot be typically evaluated on the basis of physical characteristics C They are rarely useful in undertaking a positioning analysis because they are based primarily on . technical rather than on market data D. Customers' attitudes toward a product are often based on social or psychological attributes 5. Which of the following is a characteristic of physical positioning? A. Large number of dimensions B. Consumer orientation C. Represents impact of product specs D. Represents

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