Marketing Final Exam

Blooms knowledge 128 an could help determine whether

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Unformatted text preview: in two or more dimensions, the location of products, brands, or groups of products in customers’ minds? a. Perceptual mapping b. Product positioning c. Market segmentation d. Product tracing e. Laddering ANS: A This is the definition of perceptual mapping. PTS: 1 REF: 136 Thinking KEY: CB&E Model Product OBJ: 08-9 TOP: AACSB Reflective MSC: BLOOMS Knowledge 128. A(n) _____ could help determine whether or not snacking consumers consider Kashi Tasty Little Crackers healthy and tasty in comparison to other brands. a. predictive model b. perceptual map c. product position d. trend analysis e. internal marketing audit ANS: B A perceptual map displays, in two or more dimensions (like healthy and tasty), the location of products in the customers’ minds. PTS: 1 REF: 136 Thinking KEY: CB&E Model Product OBJ: 08-9 TOP: AACSB Reflective MSC: BLOOMS Application 129. All of the following are typical bases for positioning EXCEPT: a. attribute b. price and quality c. distribution d. emotion e. product user ANS: C Typical bases for positioning include attribute, price and quality, use or application, product user, product class, competitor, and emotion. PTS: 1 REF: 136-137 Thinking KEY: CB&E Model Strategy OBJ: 08-9 TOP: AACSB Reflective MSC: BLOOMS Analysis 130. In 2008, Apple, Inc. introduced Mobile Me, which keeps everything on a consumer’s Mac, PC, iPod, or iPhone on an online server Apple calls the “Cloud” so that it can be accessed at any time. Apple is catering to on-the-go consumers who use multiple platforms. This positioning strategy is based on the: a. product class b. price and quality c. use or application d. product user e. competitor ANS: D This positioning strategy focuses on a personality or type of user. PTS: 1 REF: 136 OBJ: 08-9 Thinking KEY: CB&E Model Strategy | CB&E Model Product TOP: AACSB Reflective MSC: BLOOMS Application 131. Ad campaigns for Aleve pain reliever emphasize the fact that to get the same relief offered by one Aleve, you would need to take six aspirin or Tylenol and four Advil. These promotions are using the positioning base of: a. product class b. competitor c. product user d. product merits e. price and quality ANS: B Positioning against competitors is a positioning strategy. PTS: 1 REF: 136-137 Thinking KEY: CB&E Model Product OBJ: 08-9 TOP: AACSB Reflective MSC: BLOOMS Application 132. The advertisements for Kay Jewelers usually show a man presenting a woman with a ring or necklace and receiving a kiss in return. The ad then shows the slogan “Every Kiss Begins with Kay.” This is an example of _____ positioning. a. product class b. price and quality c. use or application d. attribute e. emotion ANS: E Positioning uses emotion to show how the product makes customers feel. PTS: 1 REF: 137 Thinking KEY: CB&E Model Product OBJ: 08-9 TOP: AACSB Reflective MSC: BLOOMS Application 133. Changing consumers’ perceptions of a brand in relation to competing brands is known as: a. positioning...
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