Question : 71) Positioning refers to the act of: A) determining what points : 1353348

 

71) Positioning refers to the act of:

A) determining on what points on the globe to target.

B) ensuring a choice retail shelf location.

C) differentiating a brand in customer’s mind.

D) formulating a private label strategy.

E) formulating a companion product.

72) For years, ads for Volvo automobiles stressed safety features and protection in the event of a crash. Thus, Volvo automobiles developed a reputation based on which positioning strategy?

A) use/user

B) attribute/benefit

C) competition

D) high touch

E) quality/price

73) Ads by BMW advertise it as the “ultimate driving machine” which is described as positioning based on:

A) high touch.

B) use/user.

C) attribute/benefit.

D) competition.

E) quality/price.

74) Some of Body Shop’s recent advertising has emphasized the difference between the company’s principles and those of “mainstream” cosmetics companies on such issues as animal testing. As described here, Body Shop’s ads illustrate positioning by:

A) competition.

B) niche.

C) quality/price.

D) attribute/benefit.

E) culture.

75) Which of the following is generally true about the marketing of high-touch products such as fine china and crystal?

A) It relies equally on specialized information and image.

B) It relies less on image and more on specialized information.

C) It relies less on specialized information and more on image.

D) Neither image nor specialized information is relevant to the marketing of high-touch products.

E) It relies partially on specialized information and partially on image.

76) Consumers shopping for high-touch products, such as fine perfume, are generally energized by ________ motives.

A) emotional

B) rational

C) both emotional and rational

D) neither emotional nor rational

E) high-tech

77) When a marketer understands that a product satisfies a buyer’s rational criteria while also evoking an emotional response, the marketer should:

A) only target consumers in high-income countries.

B) utilize a multi-tiered targeting strategy rather than a concentrated strategy.

C) commission psychographic segmentation studies to augment demographic data.

D) create advertising that reflects a bipolar, high-tech and high-touch approach.

E) follow normal targeting strategy.

78) Which of the following is true of advertising for the Heineken and Foster’s brands in the United States?

A) Both Heineken and Foster’s utilize the GCCP strategy.

B) Both Heineken and Foster’s utilize the FCCP strategy.

C) Heineken utilizes the GCCP strategy; Foster’s utilizes the FCCP strategy.

D) Heineken utilizes the FCCP strategy; Foster’s utilizes the GCCP strategy.

E) Heineken utilizes the LCCP strategy; Foster’s utilizes the GCCP strategy.

79) The world’s best-known cosmetics companies are setting their sights on a lucrative new market segment: the emerging middle classes in countries such as Brazil, Russia, India, and China. However, these companies have to understand:

A) that women’s preferences in those countries are almost similar.

B) that Chinese consumers are not willing to invest in beauty products.

C) what beauty means to Chinese women.

D) that working Indian women prefer only local brands.

E) cosmetics are preferred mostly by the top end of the market in China.

80) The strategy that identifies a brand as a symbol of a particular global segment is known as:

A) foreign consumer culture positioning.

B) global consumer culture positioning.

C) local consumer culture positioning.

D) global market positioning.

E) demographic market positioning.

 

 

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