MKT 372 CORRECT TEST PAPER ANSWERS AND
QUESTIONS SET A+
✔✔The product positioning strategy of using another brand to establish the position is
the positioning approach of:
A) product attributes
B) competitors
C) use or application
D) price-quality relationship - ✔✔B) competitors
✔✔If Dominos advertises, "our pizza beat Pizza Hut in a recent taste test," the
positioning approach would be:
A) product attributes
B) based on competitors
C) use or application
D) price-quality relationship - ✔✔B) based on competitors
✔✔When a sandwich chain points out that its meats are sliced in the store while
Subway's meats are sliced in a "factory," the type of positioning being emphasized is:
A) product attributes
B) competitor
C) use or application
D) price-quality relationship - ✔✔B) competitor
✔✔The product positioning strategy based on value or prestige is the positioning
approach of:
A) product attributes
B) competitors
C) use or application
D) price-quality relationship - ✔✔D) price-quality relationship
✔✔When Mercedes Benz promises the finest luxury ride in an automobile, the
positioning approach being used is:
A) competitors
,B) price-quality relationship
C) use or application
D) cultural symbol - ✔✔B) price-quality relationship
✔✔Celestial Seasonings focuses on the healthy aspect of its green tea. This is an
example of product positioning by:
A) product user
B) product class
C) use or application
D) product attribute - ✔✔D) product attribute?????
✔✔The product positioning strategy based on how a product is used is the positioning
approach of:
A) product attributes
B) competitors
C) use or application
D) price-quality relationship - ✔✔C) use or application
✔✔Wal-Mart uses the tagline "save money, live better." This is an example of product
positioning by:
A) product user
B) price-quality relationship
C) use or application
D) cultural symbol - ✔✔B) price-quality relationship
✔✔When a product positioning strategy is based on the type of consumer that buys an
item, the positioning approach being used is:
A) product user
B) product class
C) use or application
D) cultural symbol - ✔✔A) product user
✔✔The product positioning strategy based on a category or type of product is the
positioning approach of:
A) product user
B) product class
C) use or application - ✔✔B) product class
✔✔Stetson cologne has positioned its brand using the tough, cowboy image. This is an
example of product positioning by:
A) product user
B) product class
C) use or application
D) cultural symbol - ✔✔D) cultural symbol
, ✔✔Morning Star has developed an entire line of non-meat breakfast foods and markets
them as a substitute for breakfast meats. This is an example of product positioning by:
A) product user
B) product class
C) use or application
D) cultural symbol - ✔✔B) product class
✔✔A local video rental store looking to increase customer traffic in the summer would
be an example of a:
A) target market analysis
B) product positioning
C) communications analysis
D) communications objective - ✔✔D) communications objective
✔✔The following are examples of typical communication objectives, except:
A) identify competitors
B) encourage repeat purchases
C) enhance firm image
D) change customer beliefs or attributes - ✔✔A) identify competitors
✔✔The following are examples of typical marketing communications objectives, except:
A) increase market share
B) increase the number of products offered
C) increase profits
D) increase return on investment - ✔✔B) increase the number of products offered
✔✔The starting point that is studied in relation to the degree of change following a
promotional campaign is called a:
A) post-hoc analysis
B) marginal analysis
C) benchmark measure
D) standardized measure - ✔✔C) benchmark measure
✔✔) The following would be examples of marketing objectives, except:
A) increase market share
B) meet a targeted return on investment
C) enhance brand image
D) increase sales volume - ✔✔C) enhance brand image
✔✔A communications budget is based on:
A) communication objectives
B) marketing objectives
C) both communication and marketing objectives
QUESTIONS SET A+
✔✔The product positioning strategy of using another brand to establish the position is
the positioning approach of:
A) product attributes
B) competitors
C) use or application
D) price-quality relationship - ✔✔B) competitors
✔✔If Dominos advertises, "our pizza beat Pizza Hut in a recent taste test," the
positioning approach would be:
A) product attributes
B) based on competitors
C) use or application
D) price-quality relationship - ✔✔B) based on competitors
✔✔When a sandwich chain points out that its meats are sliced in the store while
Subway's meats are sliced in a "factory," the type of positioning being emphasized is:
A) product attributes
B) competitor
C) use or application
D) price-quality relationship - ✔✔B) competitor
✔✔The product positioning strategy based on value or prestige is the positioning
approach of:
A) product attributes
B) competitors
C) use or application
D) price-quality relationship - ✔✔D) price-quality relationship
✔✔When Mercedes Benz promises the finest luxury ride in an automobile, the
positioning approach being used is:
A) competitors
,B) price-quality relationship
C) use or application
D) cultural symbol - ✔✔B) price-quality relationship
✔✔Celestial Seasonings focuses on the healthy aspect of its green tea. This is an
example of product positioning by:
A) product user
B) product class
C) use or application
D) product attribute - ✔✔D) product attribute?????
✔✔The product positioning strategy based on how a product is used is the positioning
approach of:
A) product attributes
B) competitors
C) use or application
D) price-quality relationship - ✔✔C) use or application
✔✔Wal-Mart uses the tagline "save money, live better." This is an example of product
positioning by:
A) product user
B) price-quality relationship
C) use or application
D) cultural symbol - ✔✔B) price-quality relationship
✔✔When a product positioning strategy is based on the type of consumer that buys an
item, the positioning approach being used is:
A) product user
B) product class
C) use or application
D) cultural symbol - ✔✔A) product user
✔✔The product positioning strategy based on a category or type of product is the
positioning approach of:
A) product user
B) product class
C) use or application - ✔✔B) product class
✔✔Stetson cologne has positioned its brand using the tough, cowboy image. This is an
example of product positioning by:
A) product user
B) product class
C) use or application
D) cultural symbol - ✔✔D) cultural symbol
, ✔✔Morning Star has developed an entire line of non-meat breakfast foods and markets
them as a substitute for breakfast meats. This is an example of product positioning by:
A) product user
B) product class
C) use or application
D) cultural symbol - ✔✔B) product class
✔✔A local video rental store looking to increase customer traffic in the summer would
be an example of a:
A) target market analysis
B) product positioning
C) communications analysis
D) communications objective - ✔✔D) communications objective
✔✔The following are examples of typical communication objectives, except:
A) identify competitors
B) encourage repeat purchases
C) enhance firm image
D) change customer beliefs or attributes - ✔✔A) identify competitors
✔✔The following are examples of typical marketing communications objectives, except:
A) increase market share
B) increase the number of products offered
C) increase profits
D) increase return on investment - ✔✔B) increase the number of products offered
✔✔The starting point that is studied in relation to the degree of change following a
promotional campaign is called a:
A) post-hoc analysis
B) marginal analysis
C) benchmark measure
D) standardized measure - ✔✔C) benchmark measure
✔✔) The following would be examples of marketing objectives, except:
A) increase market share
B) meet a targeted return on investment
C) enhance brand image
D) increase sales volume - ✔✔C) enhance brand image
✔✔A communications budget is based on:
A) communication objectives
B) marketing objectives
C) both communication and marketing objectives
