Stukent Final Exam UPDATED Exam
Questions and CORRECT Answers
A positioning statement _____. - CORRECT ANSWER - Expresses a brands positioning
approach
True or False: Display packaging is packaging used to present a product to potential consumers. -
CORRECT ANSWER - True
Which of the following is not presented in the chapter as a component of positioning strategies? -
CORRECT ANSWER - Separation from the 4 Ps
What is a key difference between a positioning statement and a mission statement? - CORRECT
ANSWER - A positioning statement, it is recommended, should be understood but not
written down, while a mission statement should be both understood and written
Which positioning approach is presented in the Dawn dishsoap video commercial included in the
chapter? - CORRECT ANSWER - Going green
True or False: The groups into which similar types of brands/products are thought of are
brand/product categories. - CORRECT ANSWER - True
True or False: Positioning involves how a brand wants to be perceived. - CORRECT
ANSWER - True
Which of the following is not a question for determining the strength of a positioning statement?
- CORRECT ANSWER - How will the positioning statement help the public differentiate
between audience perception and brand authenticity?
True or False: Zollipops has taken a positioning approach based on low-cost candy options. -
CORRECT ANSWER - False
, True or False: Positioning is about messaging and is not concerned with how a company
operates. - CORRECT ANSWER - False
True or False: A brand tells particular kinds of stories in particular kinds of ways. - CORRECT
ANSWER - True
True or False: Name brands are essentially those brands for which the products are sold by the
manufacturer and, therefore, the brand remains consistent nationally. - CORRECT
ANSWER - True
Target's Market Pantry is an example of which of the following brand types? - CORRECT
ANSWER - Private label brand
True or False: The way consumers actually perceive a brand is referred to as brand image. -
CORRECT ANSWER - True
Which of the following statements is not true?
a) A brand can be damaged by over-promising a product.
b) The value proposition is business-facing.
c) An effective way to create loyal customers is to create an emotional
attachment.
d) Under-promising on value can potentially exclude target markets. - CORRECT
ANSWER - The value proposition is business-facing.
True or False: The categorical view organizes - CORRECT ANSWER - False
This occurs as a company uses an existing brand name to introduce products in a different
category. - CORRECT ANSWER - Brand extension
Questions and CORRECT Answers
A positioning statement _____. - CORRECT ANSWER - Expresses a brands positioning
approach
True or False: Display packaging is packaging used to present a product to potential consumers. -
CORRECT ANSWER - True
Which of the following is not presented in the chapter as a component of positioning strategies? -
CORRECT ANSWER - Separation from the 4 Ps
What is a key difference between a positioning statement and a mission statement? - CORRECT
ANSWER - A positioning statement, it is recommended, should be understood but not
written down, while a mission statement should be both understood and written
Which positioning approach is presented in the Dawn dishsoap video commercial included in the
chapter? - CORRECT ANSWER - Going green
True or False: The groups into which similar types of brands/products are thought of are
brand/product categories. - CORRECT ANSWER - True
True or False: Positioning involves how a brand wants to be perceived. - CORRECT
ANSWER - True
Which of the following is not a question for determining the strength of a positioning statement?
- CORRECT ANSWER - How will the positioning statement help the public differentiate
between audience perception and brand authenticity?
True or False: Zollipops has taken a positioning approach based on low-cost candy options. -
CORRECT ANSWER - False
, True or False: Positioning is about messaging and is not concerned with how a company
operates. - CORRECT ANSWER - False
True or False: A brand tells particular kinds of stories in particular kinds of ways. - CORRECT
ANSWER - True
True or False: Name brands are essentially those brands for which the products are sold by the
manufacturer and, therefore, the brand remains consistent nationally. - CORRECT
ANSWER - True
Target's Market Pantry is an example of which of the following brand types? - CORRECT
ANSWER - Private label brand
True or False: The way consumers actually perceive a brand is referred to as brand image. -
CORRECT ANSWER - True
Which of the following statements is not true?
a) A brand can be damaged by over-promising a product.
b) The value proposition is business-facing.
c) An effective way to create loyal customers is to create an emotional
attachment.
d) Under-promising on value can potentially exclude target markets. - CORRECT
ANSWER - The value proposition is business-facing.
True or False: The categorical view organizes - CORRECT ANSWER - False
This occurs as a company uses an existing brand name to introduce products in a different
category. - CORRECT ANSWER - Brand extension
