Retail Marketing - Positioning

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:

• branding

• positioning

• differentiation

What is the term for the process marketers use to strategically determine which niche a product or service should occupy in a market compared to other products or service offerings?

• branding

• differentiation

• positioning

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 inform the value proposition of the production needs.

• She uses the value proposition to steer the positioning strategies.

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

Which answer best completes the statement, “Effective positioning is always linked to________”?

• a general market segment

• a specific demographic segment

• a specific target segment

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 show its product or service is similar to its competitors.

• The company should be consistent and use the same marketing mix for different audiences.

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

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

• a tool that helps calculate how different competitors are positioned in the market.

• a means of communicating a company’s product development cycle.

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

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

• communicating and delivering its positioning strategy

• confirming its understanding of the market dynamics

• defining its positioning strategy

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

• benefit

• price

• feature

A company’s product or service that provides a unique, intangible strength or outcome for a customer is the definition of a:

• feature

• price

• benefit

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?

• product development chart

• positioning strategy table

• perceptual map