Positioning Review

Which of the following is not a question for determining the strength of a positioning statement?

• Does the positioning statement align with company values?

• What structure is in place to determine whether the positioning statement is understood by employees?

• How will the positioning statement help the public differentiate between audience perception and brand authenticity?

• How will the company know if the perception goal(s) is/are reached?

A positioning statement ____.

• Is a plan to accomplish positioning goals

• Express a brand's positioning approach

• Establishes groups into which similar types of brand/products are thought of

• Presents an audience's perception of a given brand/product

Display packaging is packaging used to present a product to potential consumers.

• True

• False

Which of the following is not presented in the chapter as a component of positioning strategies?

• Marketing strategy integration

• Separation from the 4 P's

• Authenticity

• Audience Connection

What is the key difference between a positioning statement and a mission statement?

• A positioning statement, it is recommended, should be understood but not written down, while a mission statement should be both understood and written

• A mission statement is internal wording seen by employees; a positioning statement is external.

• A positioning statement presents how the company wants to be seen; a mission statement presents what the company strives to accomplish

• A mission statement presents how the company wants to be seen; a positioning statement presents what the company strives to accomplish

What is the position of Proctor and Gamble's Dawn dishsoap?

• Green

• Community-Minded

• Family-Friendly

• Low-cost

The groups into which similar types of brands/products are thought of are brand/product categories.

• True

• False

Positioning involves how a brand wants to be perceived.

• True

• False

Zollipops has taken a positioning approach based on low-cost candy options.

• True

• False

Positioning is about messaging and is not concerned with how a company operates.

• True

• False