Repositioning a product usually occurs because of declining or stagnant sales

Repositioning a product usually occurs because of

  • University of Houston
  • MARK 3339
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  • KidHackerFinch7151
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Repositioning a product usually occurs because of declining or stagnant sales or because of anticipated opportunities in other market positions. AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 02-04 To understand the use of positioning and repositioning strategies. Topic: Developing a Positioning Strategy 2-69
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Chapter 02 - The Role of IMC in the Marketing Process 83. (p. 57) _____ is often difficult to accomplish due to previously entrenched attitudes toward the product or brand. A. Positioning by cultural symbols B. Positioning by price/quality C. Positioning by product attributes D. Repositioning E. Positioning by product user One final positioning strategy involves altering or changing a product's or brand's position. Repositioning a product usually occurs because of declining or stagnant sales or because of anticipated opportunities in other market positions. Repositioning is often difficult to accomplish because of entrenched perceptions about and attitudes toward the product or brand. AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 02-04 To understand the use of positioning and repositioning strategies. Topic: Developing a Positioning Strategy 84. (p. 57) Unisys Corporation engaged in a multi-million dollar campaign to alter its perceptions among many of its customers that it was simply a hardware manufacturer. Unisys wants customers to see it as a services and technology provider. Unisys was: A. using a repositioning strategy. B. segmenting the market in new, more profitable ways. C. adopting a concentrated strategy. D. adopting an undifferentiated strategy. E. employing lifestyle segmentation. One final positioning strategy involves altering or changing a product's or brand's position. Repositioning a product usually occurs because of declining or stagnant sales or because of anticipated opportunities in other market positions. Repositioning is often difficult to accomplish because of entrenched perceptions about and attitudes toward the product or brand. AACSB: Reflective Thinking Bloom's: Analyze Difficulty: Hard Learning Objective: 02-04 To understand the use of positioning and repositioning strategies. Topic: Developing a Positioning Strategy 2-70
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Chapter 02 - The Role of IMC in the Marketing Process 85. (p. 57) Years ago United Parcel Service (UPS) ran an ad campaign based around the slogan, "moving at the speed of business." Later, UPS introduced a new slogan, "What can brown do for you?" The new ads are designed to make customers aware of the different services besides fast delivery that UPS offers. By moving away from promoting itself as simply a delivery company, UPS has: A. used a repositioning strategy. B. segmented the market in new, more profitable ways. C. adopted a concentrated strategy.
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