Quiz #1
Quiz, 10 questions
Question 1
1
point
1. Question 1
Here is an example of a positioning statement for Volvo: "For upscale American families,
... [Show More] Volvo
is the family automobile that offers maximum safety." In this example, what serves as the frame
of reference for the positioning statement?
Volvos
Other family automobiles
Upscale American families
The claim of maximum safety
Unsafe cars
Question 2
1
point
2. Question 2
Which of the following is NOT an element of the marketing mix?
Schlumberger-Private
Price
Place
Promotion
Product
Population
Question 3
1
point
3. Question 3
As the US has become more health conscious, we have seen many fast food chains like
McDonalds and Burger King introduce healthier offerings like grilled chicken and salad options.
This is an example of what course concept?
Competitive Points of Parity
Category Points of Parity
Competitive Points of Difference
Category Points of Difference
Schlumberger-Private
Question 4
1
point
4. Question 4
When Steve Jobs updated his company name from Apple Computer to Apple in 2007, which part
of the brand positioning was he changing?
Frame of reference
Point of difference
Target segment
Question 5
1
point
5. Question 5
Which of the following is NOT TRUE about the Generation Y cohort?
They were born between 1977 and and 1997.
They account for 30% of the population.
They are independent and don't depend on social networking to connect with other members of
their cohort.
Schlumberger-Private
They appreciate free content, access to wireless internet, and customization.
Question 6
1
point
6. Question 6
PRIZM is a segmentation scheme that defines the country based on what type of clusters?
Geographic
Occupational
Cohort
Demographic
Question 7
1
point
7. Question 7
In a buyer's market, the buyer has the power and the market is ______-focused.
Product
Customer
Question 8
Schlumberger-Private
1
point
8. Question 8
According to the lectures, what should a company's long-term marketing strategy be?
To be AT fair value (operational excellence, performance superiority, and customer intimacy).
To be the best at one dimension and good enough at the other two dimensions (operational
excellence, performance superiority, and customer intimacy).
To be ABOVE "fair value" on each dimension (operational excellence, performance superiority,
and customer intimacy).
Question 9
1
point
9. Question 9
In the STP framework, what does "STP" stand for?
Sizing; targeting; pricing
Segmentation; targeting; positioning
Sizing; tabulating; positioning
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