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1.Here is an example of a positioning statement for Volvo: "For upscale American families, Volvo is the family automobile that offers maximum safety." In this example, what serves as the frame of reference for the positioning statement?Other family automobilesUpscale American familiesUnsafe carsThe claim of maximum safetyVolvos1 point2.Question 2Which of the following is NOT an element of the marketing mix?1 point3.Question 3As the US has become more health conscious, we have seen many fast food chains like McDonaldsand Burger King introduce healthier offerings like grilled chicken and salad options. This is an example of what course concept?4.Question 4When Steve Jobs updated his company name from Apple Computer to Apple in 2007, which part of the brand positioning was he changing?
1 point5.Question 5Which of the following is NOT TRUE about the Generation Y cohort?1 point6.Question 6PRIZM is a segmentation scheme that defines the country based on what type of clusters?DemographicOccupationalGeographicCohort1 point7.Question 7In a buyer's market, the buyer has the power and the market is ______-focused.8.Question 8According to the lectures, what should a company's long-term marketing strategy be?1 point9.Question 9In the STP framework, what does "STP" stand for?
1 point10.Question 10What is marketing?The study of brand positioningThe study of a market, which is an exchange between two partnersThe study of buyers and sellersThe study of selling products1 pointQuiz #2TOTAL POINTS 101.Question 1Because of technology-enabled product development, product life cycles are much shorter now, and companies are constantly reiterating and thinking of new ideas. Which “crack in product centricity” captures this?1 point2.