The positioning process precedes the segmenting process in the marketing framework.

a. True

b. False

Positioning has many perceptual elements, but even more physical ones.

a. True

b. False

In the marketing framework, the positioning process precludes distributor relationships.

a. True

b. False

Which of the following is an example of positioning?

a. Carroll Joy, a toy store in Minnesota, decides to identify the age group of kids visiting their store.

b. Barry, Inc., a shoe manufacturer, promotes itself as the only existing customized shoe manufacturer in San Antonio.

c. McHale, Inc., a camera distributor, restricts its consideration set of customer segments in Houston.

d. Bird, Inc., a basketball distributor, supplies basketballs to few sports stores in Boston.

A perceptual map helps a firm to:

a. pinpoint a customer group in a large set.

b. identify a new raw materials supplier.

c. identify a new customer base.

d. identify the closest substitute products.

In a perceptual map, brands depicted as points close together are those perceived as different brands, whereas brands farther apart are seen as similar brands.

a. True

b. False

In the context of a positioning matrix, assuming that promotion is categorized as "heavy" vs. " light," and distribution is categorized as "wide" vs. "exclusive," a "niche" product would mean:

a. light promotion and wide distribution

b. heavy promotion and wide distribution

c. light promotion and exclusive distribution

d. heavy promotion and exclusive distribution

The customer segments on a perceptual map offer a diagnostic based on macro-environmental factors.

a. True

b. False

In positioning, which of the following is a weakness of a perceptual map?

a. It does not express competitors' profiles of perceptual data.

b. It looks into just two attributes necessitating the study of many plots.

c. It looks into a firm's threats, not its weaknesses.

d. It looks into the tangible factors of a firm, not its intangible factors.

A positioning statement:

a. communicates succinctly the parameters of a product's position to a number of audiences.

b. encourages brand dilution by helping a firm launch multiple products under a single brand.

c. aggregates groups of customers based on different demographic factors.

d. is a customized communication statement about a product's position for different audiences

A positioning statement includes the specification of the target segment.

a. True

b. False

The USP element in a positioning statement:

a. alienates the firm's stock product from its product mix.

b. differentiates the firm's B2B customers from its B2C customers.

c. distinguishes the firm's intangible services from its tangible goods.

d. expresses clearly the firm's brand's strengths as compared to its competitors.

In the context of the USP, what does SP indicate?

a. Product category

b. Selling period

c. Bouncing rate

d. Static pricing

Which of the following is not included in the positioning statement?

a. Target segment

b. Competitive frame of reference

c. Brand's USP

d. Perceptual map

ll the elements in the positioning statement must be explicitly stated.

a. True

b. False