Positioning

Drag each example to the positioning strategy it best exemplifies. No items may be used more than once. -Application -Attributes -Price/quality relationship

-Application One brand of security camera provides options that its competitors do not, such as facial recognition and thermal imaging. -Attributes One brand of baseball glove was used by most of the game's original professional players and since that time has been used by most star players. -Price/quality relationship One maker of boots buys materials in such large amounts that it can sell its products at a lower cost than any other boot brand.

Order the three steps involved in positioning with the first step at the top and the last step at the bottom.

1.Analyzing the competitions positions 2.recognizing your competitive advantage 3.evaluating consumer feedback

What does a perceptual map create?

A visual picture of where products are located in consumers' minds

Oscar is working with a team to create a perceptual map to determine how customers view their company's products. Which step of the positioning process does this represent?

Analyzing competitors' positions

Select all that apply What are the three steps involved in positioning? Multiple select question. -Segmenting the market -Analyzing the competition's positions -Evaluating consumer feedback -Recognizing your competitive advantage

Analyzing the competition's positions Evaluating consumer feedback Recognizing your competitive advantage

Eileen is aware that there are several competitors who produce mountain bikes of the same value as her company. She has determined that her company's advantage lies in the fact that it is known for producing the bikes in an environmentally friendly manufacturing plant, and it uses this advantage in all of its marketing programs. Which positioning strategy is Eileen relying on as she defines her competitive advantage?

Attributes

Select all that apply Which of the following are positioning strategies used to highlight a firm's competitive advantage? Multiple select question. Attributes Application Niche marketing Price/quality relationship

Attributes Application Price/quality relationship

Select all that apply What do firms often do to gather the information they need for effective positioning?

Encourage customers to join loyalty programs Survey target market consumers

Because consumer needs and wants change constantly, which step of the positioning process should be in constant use?

Evaluating feedback

Maddox's marketing team decides to position their product based on the attribute of its unique production process. Which step of the positioning process are they engaging in?

Highlighting competitive advantage

Select all that apply Which of these accurately characterize positioning? Multiple select question. -It is a step that must be completed before segmentation or targeting can begin. -It is a technique to help firms decide how to allocate their marketing resources. -It is a process that helps firms identify the wants and needs of customers. -It is the third step in a process that also uses targeting and segmentation.

It is a technique to help firms decide how to allocate their marketing resources. It is the third step in a process that also uses targeting and segmentation.

Which positioning strategy would best highlight a competitive advantage from having an extensive network to distribute products to many locations at a low cost?

Price/quality relationship

In which of the following situations would analysis of the competition's positions be the most important?

When competitors all offer a similar good or service

The second step in the positioning process is to define the ______.

advantage the firm has over the competition

When a firm begins the positioning process, the first step is to ______. To do this effectively, many firms use ______, which is a visual image of how consumers perceive products currently on the market. Multiple choice question.

analyze the competition's positions; a perceptual map

Omar is one of many sellers of portable sawmills, but his sawmills are the only ones that can scan logs, develop a plan to get the most boards with the least waste, and send an image of the plan to a mobile phone. Omar is highlighting his competitive advantage by focusing on ______.

application

When a company needs to reposition a product but does not want to alter the marketing mix, it may try to reposition the.......

competitor

The third step in the positioning process is ______, which is important to do constantly because ______.

evaluating consumer feedback; consumer tastes change frequently

To influence how consumers view a company's products, services, and ideas, the company should use ______.

positioning

The third step in the STP process is market .

positioning or position

In order to properly allocate their marketing resources and reach their desired market, firms use ______. As time goes by, the market changes, prompting firms to use ______ to respond to these changes and continue reaching the target market in an effective manner.

positioning; repositioning

A designer of purses is known for her clutches and small cross-body bags. Over the course of several years, consumers slowly stop buying the cross-body bags, prompting the designer to replace them with larger purses that have shoulder straps. This is an example of repositioning by changing the ______.

product

As time goes by and consumer tastes change, firms need to use ______ to keep their products relevant. One way this is done is by altering the ______, such as by highlighting a weakness in the product.

repositioning; perception of a competitor's product

Repositioning a product in response to changes in market tastes typically involves changes to ______. For example, a company that makes healthy frozen dinners might decide to adjust the ______ by replacing all the pasta in its dishes with a whole wheat option.

the marketing mix; product

Positioning assumes consumers compare products based on ______.

their benefits

Effective positioning depends on a firm having ______ data about its target market. As tastes and opinions change, firms often find it necessary to adjust their strategy, a process referred to as ______.

timely and relevant; repositioning

The company behind Thelma's Thermal Curtains realizes that its curtains are viewed as cheap and flimsy. The company switches to a new fabric type that dramatically increases the strength of the curtains and advertises the change in quality. What is the company doing?

Repositioning by changing market mix elements

An exercise equipment manufacturer creates a campaign showing people dressed in styles from previous decades using exercise equipment made by other companies, portraying the equipment as outdated. What is this company doing?

Repositioning the competition

Claudio's company manufactures and sells a powerful multisurface cleaning fluid. His two closest competitors both claim their products get surfaces cleaner, which may be true, but Claudio recognizes that this is due to the potentially unsafe chemicals present in the competitors' products. He runs a series of ads showing a time-lapse video of what happens when apples are exposed to the different cleaning solutions. Over a 12-hour period, the apples exposed to the competitors' products begin to shrivel and rot, while the apple covered in Claudio's product looks as fresh as when the experiment started. The ads call attention to the dangerous chemicals in the competitors' products while showing that Claudio's product is safe. What is Claudio doing here?

Repositioning the competition

Select all that apply Which of these statements are true about perceptual maps? Multiple select question. -They pinpoint the appropriate price level for a new product entering the market. -They create a visual picture of where products are located in consumers' minds. -They provide guidance on potential market positions that might be unserved or underserved. -They help firms understand competitors' positions in the marketplace.

They create a visual picture of where products are located in consumers' minds. They provide guidance on potential market positions that might be unserved or underserved. They help firms understand competitors' positions in the marketplace.

Firms position and reposition products for which of the following reasons?

To determine how to allocate their marketing resources