56. (p. 56) _____ is defined as the art and science of fitting the product or service to one or more

56. (p. 56) _____
is defined as the art and science of fitting the product or service to one or
more segments of the broad market in such a way as to set it meaningfully apart
from competition.
A. Target marketing
B. Benefit segmentation
C. Undifferentiated marketing
D. Demographic segmentation
E. Positioning

57. (p. 56) A
brand’s market position refers to its:
A. relative market share
B. location on store shelves
C. image
D. distribution intensity
E. stage in the product life cycle

58. (p. 56) The
key factor in communicating information about a brand and differentiating it
from competitors is:
A. its perceived price differential
B. its integrated promotional strategy
C. the market positioning
strategy assigned it by its manufacturer
D. its distribution intensity
E. the benefits the brand offers

59. (p. 56) BMW’s
positioning of its convertible as “the ultimate tanning machine” would
reflect a positioning strategy based on:
A. product attributes and
benefits
B. cultural symbols
C. product user
D. price/quality
E. competitors

60. (p. 57) The
headline on the ad for Broilmaster Grill read, “The Most Durable Grill
Known to Man.” Broilmaster is using a positioning strategy based on:
A. product class
B. product attributes and
benefits
C. price/quality
D. competitor
E. cultural symbol

61. (p. 57) Isopure
positions itself as a zero-carb muscle recovery drink. Isopure is using a _______________________
positioning strategy.
A. product class
B. product attributes and
benefits
C. price/quality
D. competitor
E. cultural symbol

62. (p. 57) United
Parcel Service (UPS) built its advertising campaign around the slogan,
“moving at the speed of business.” This slogan was an example of a
positioning strategy based on:
A. cultural symbols
B. demographics
C. price-value
D. product attribute and
benefit
E. competitor

63. (p. 57) The
manufacturer of Mercedes-Benz autos stressed that the car had side door air
bags in an attempt to attract new buyers. Its focus on safety illustrated a
strategy of positioning by:
A. cultural symbols
B. demographics
C. price-value
D. product attribute and
benefit
E. competitor

64. (p. 57) Wal-Mart
has been very effective in positioning itself as a store that offers quality
products at a very good price. Their strategy reflects positioning based
on:
A. benefit segmentation
B. demographic segmentation
C. psychographic segmentation
D. price/quality
E. product class

65. (p. 57) McDonald’s
Big &Tasty burger was advertised as a juicy quarter-pounder with lettuce,
tomatoes, and all the trimmings that can be purchased for $1 from McDonald’s
Dollar Menu. The Big & Tasty burger and other items on the Dollar Menu are
positioning by:
A. competitor
B. demographics
C. product user
D. price/quality
E. product class

66. (p. 58) Campbell’s
ads contain quick and easy recipes that can be made using Campbell’s soups.
This is an example of positioning by:
A. product class
B. product use
C. price/quality
D. competitor
E. cultural symbol