Marketing

Which is the best example of effective positioning?

A software product that is cost effective and easily downloadable. (wrong)

A technology company needs to monitor its customers' responses after launching its new brand positioning of its portable external hard drive product. How can marketers collect direct feedback from their customers?

Collect customer feedback information from customer service and monitor social media comments about the product.

An air freshener product was introduced to the market three months ago. The marketing team has been monitoring the social media comments about the product and they have noticed a disturbing trend. One of the air freshener aromas is being compared to the scent of soiled baby diapers. What should the marketing team do?

Continue to monitor the social media remarks and begin to strategize an alternative aroma option if the remarks continue.

A marketer works on developing the "Place" portion of the marketing mix. What question should she keep in mind while working on it?

Is there a distribution focus mentioned or implied as a competitive advantage or a positioning strategy that should be directly addressed?

How is a positioning strategy/statement used to inform a company's marketing mix?

Marketers use a positioning strategy to direct the marketing mix for a product, service, or brand.

What is the difference between marketing positioning and repositioning a company, product, or service?

Positioning is the original way a company, product, or service is presented to the market whereas repositioning is taking that original market message and changing it to fit a different place in the market.

A company's website has seen 50% more traffic since its new product was positioned. There is also social media traffic buzz about the product. The marketing team is thrilled with the numbers of site visits and buzz. After speaking with the customer service team, they discovered most of the web traffic is to get the customer service number to complain about the new product's small size. Most of the buzz is also negative about the size too. Knowing this more specific customer feedback will allow the marketing team to do which of the following to make their messaging more effective?

Reevaluate the positioning campaign to see where there is misalignment between message and product.

A notepad company is looking to repackage and reposition its small notepads. It is thinking of coloring the pages yellow, resizing them into the shape of a stick of butter, and selling them through novelty stores. The company needs this repositioning of its product to succeed. In order for the company to avoid common pitfalls, select all of the following areas it should cover in the repositioning process:

Select all

When a marketer aims her product message at a specific target market, what does she do with the general value proposition?

She uses the positioning strategy to adjust the value proposition to the target segment's needs and interests.

In order for a company to market the same product or service to different markets, what step is critical for the company to take?

The company should generate different positioning strategies to target the different audiences.

A company's position statement claims it conveniently offers its travel pillow product to busy travelers. Customers are very pleased with the pillow's features but usually need a pillow quickly, and the pillow is not available in any airport stores. It is only available online. What part of the marketing mix is misaligned with the company's position strategy?

The distribution portion has been poorly addressed.

True Rest spa offers a unique experience of relaxation for "stressed-out moms." Choose the most effective example of the spa's value proposition being adjusted to match the positioning target market.

True Rest is located on the same street as three schools, has "soccer mom" specials, and a half-hour session $15 cheaper than its nearest competitor.

A company's position statement describes that its target customers are retirees traveling for leisure. As the marketing team begins the process of generating a marketing mix, what should they frequently refer to as their draft their message?

Use the positioning statement to check the implementation direction for each part of the marketing mix.

Dr. Pepper is thinking of giving its Diet Dr. Pepper drink a new target market focus. Currently it is positioned as a refreshing low-calorie beverage for people wanting to lose weight. Dr. Pepper's new plan is to take the same formula, create a new product called Max Pepper, and target the extreme sports youth market. What risk does this repositioning strategy have the potential to do?

Weaken or undermine market perceptions of the current Diet Dr. Pepper product

What triggers a company to realize it is time to reposition a product or service?

When it sees the opportunity or need to improve the market demand for its product or service

Fill in the blank with the best response. A competitive advantage is ________.

a quality, capability, or trait that grants an organization the ability to outperform its competitors.

The first step in outlining a strong marketing positioning statement is to:

address the target audience

Seven-Up brands itself as "The Uncola." What type of common positioning strategy is it using in the soda market?

anti-competition strategy

If a company positions itself as an ideal fit for the personality, style, and approach of the customer, what type of common positioning strategy is it using?

best fit for the customer strategy

The Woodshop, a local cable show, ran through the process of identifying its competitive advantages by using a perceptual map to define its niche and the competitive advantages that fit the niche. What should The Woodshop cable show do next?

define its positioning strategy

Once a company has identified its competitive advantages and chosen the ones that define its market niche, what is its next step?

defining its positioning strategy

The process organizations use to highlight the standout qualities of their product or service and the value it brings to a customer as compared to their competition is the definition of:

differentiation

Select all of the common pitfalls that can be encountered when repositioning a brand, product, or service.

doing insufficient research with market perceptions or target segments, creating confusing positioning between the old and the new positions and underestimating "back to basics" or adding too many meanings and new ideas

If something is an intangible or tangible characteristic of a product, service, or offering, it is considered a:

feature

To urban-dwelling, educated tech-savvy consumers, when they use Zipcar, car-sharing service, instead of owning a car, they save money while reducing their carbon footprint. What is effective about this position statement?

it addresses all five key elements of an effective position statement.

Heinz Katchup decided in the early 2000s to introduce a fun new product targeted at children. They created and marketed the Heinz EZ Squirt product, which came in a squeezable bottle with a narrow tip for writing with the "Blastin' Green" colored ketchup. Soon Heinz added the colors orange, purple, teal, blue, and pink to the mix. It was initially successful, but within a few years sales dried up, and the product was retired. Which common type of reposition pitfall did they likely encounter?

overestimating the "back to basics" approach (wrong) or going a bridge too far

Which tool is based on the key criteria that greatly influences customer decisions and illustrates how a variety of competitors are positioned in the marketplace?

perceptual map

The local inexpensive pastry shop, Tasty's, needs to write a positioning statement to identify and attract its no-frills target audience. What should it include to make the statement effective?

position Tasty's to its no-frills pastry target customer with products that are convenient and inexpensive way for busy people to get their morning pastry at Tasty's

Robinson Remodeling is a handyman business specializing in electrical and plumbing services. Mr Robinson should write a position statement to help him be with more effective marketing his business. What should be included to make Robinson's Remodeling statement effective?

position itself to the homeowner market, and its thirty years of customer satisfaction in small and medium home electrical and plumbing repairs

The Nordstrom company strategically sends out messages about why its customer service is superior to its competitors' customer service. What marketing concept is the Nordstrom company employing?

positioning

A sentence that summarily describes the target market and defines what a company wants customers to think about its brand is the definition of:

positioning statement

Identify all of the activities and areas a marketer must monitor in order to measure the impact of a new or repositioned marketing campaign:

sales, revenue, customer satisfaction, new leads generated and Twitter posts, number of YouTube video viewings, Facebook impressions

Which of the choices below is considered a feature for an oven?

self-cleaning

Which example below is a target audience that can be used in a positioning statement?

taxpayers

To country-dwelling, traditional consumers, when you rent your farm maintenance tools instead of owning them, you save money that can be used for your other farm needs. What is this positioning statement missing?

the brand name

Which promotion considerations does a marketer need to address when using a company's new positioning statement?

the type of campaigns used and message and activity consistency across channels