Group 7
Paige Perry, Kiley Candelari, Julie Mandersheid and Emily
September 14, 2011
Chapter 4 Quiz
1.What is Positioning?
a. How others perceive you in the market.
b. How you see yourself in the market.
c. The approach you take to target consumers.
d. How you make your brand stand out to consumers.
2. Emergent consumers are usually______?
a. Parents
b. Teens
c. Someone who just entered the workforce.
d. College Students
3. STP marketing should be considered when customers in a category have _______?
a. homogeneous wants and needs.
b. uncharacteristic wants and needs.
c. characteristic wants and needs.
d. heterogeneous wants and needs.
4. Consumers who often buy what is on sale or choose brands that offer discount coupons are called …..?
a. Nonusers
b. Brand-loyal users
c. Switchers or variety seekers
d. Emergent consumers
5. What type of demographic would enable to you to buy a new house in a new city or where to open a
new business?
a. Geodemographics
b. Psychographics
c. Benefit segmentation
d. Consumer markets
6. A relatively small group of consumers who have a unique set of needs and who are typically willing to
pay premium price for those needs is called….?
a. Consumer market
b. Benefit segmentation
c. Market niche
d. Business market
7. A minivan is positioned towards soccer moms. What kind of positioning is this?
a.
b.
c.
d.
Benefit
User
Competitive
Lifestyle
8. Toothpaste comes in tartar protection, whitening and sensitive teeth varieties. What kind of positioning
is this?
a.
b.
c.
d.
Benefit
User
Competitive
Lifestyle
9. Effective positioning strategies are
a.
b.
c.
d.
Consistent internally
Consistent over time
Feature simple and distinctive themes
All of the above
10. Thorson and Moore’s Strategic Planning Triangle is a useful tool in identifying and applying ….
What?
a. benefits
b. brand awareness
c. brand strategy
d. brand segmentation
Answers:
1.a
2.c
3.d
4. c
5. a
6. c
7. b
8. a
9. d
10. c