Beruflich Dokumente
Kultur Dokumente
Question 1
Here is an example of a positioning statement for Volvo: "For upscale American families, Volvo is the
family automobile that offers maximum safety." In this example, what serves as the frame of
reference for the positioning statement?
Volvos
Unsafe cars
Question 2
1
point
II 2. Question 2
Which of the following is NOT an element of the marketing mix?
Price
Population
Product
Place
Promotion
Question 3
1
point
III 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?
Question 4
1
point
IV 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?
Point of difference
Target segment
Frame of reference
Question 5
1
point
V 5. Question 5
Which of the following is NOT TRUE about the Generation Y cohort?
They are independent and don't depend on social networking to connect with other members of their
cohort.
Question 6
1
point
VI 6. Question 6
PRIZM is a segmentation scheme that defines the country based on what type of clusters?
Cohort
Demographic
Geographic
Occupational
Question 7
1
point
VII 7. Question 7
In a buyer's market, the buyer has the power and the market is ______-focused.
Product
Customer
Question 8
1
point
VIII 8. Question 8
According to the lectures, what should a company's long-term marketing strategy be?
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
IX 9. Question 9
In the STP framework, what does "STP" stand for?
Question 10
1
point
X 10. Question 10
What is marketing?
The study of brand positioning