MKT202 - Quiz 1

Positioning maps display relative ​ ​ (a)   of competing firms on ​ (b)  

• performance
• pricing strategy
• result
• key attributes

What are the four components of a positioning statement?

• Target audience, Frame of reference, Point of different, Reason to believe

• Target audience, Identified competitors, Point of different, Reason to believe

• Target audience, Frame of reference, SWOT analysis, Reason to believe

• Product, Price, Place, Promotion

___ customers willing to pay relatively high price for high levels of service on each important attribute

• Price-insensitive
• Price sensitive

• High-income

• Low-income

What is NOT an example of a quantified attribute?

• Staff ratio

• Time of delivery

• Noise level

• Price of the product

​ (a)   attributes determine buyers’ choices between competing ​ (b)  

• Determinant
• alternatives
• Important
• prices

In market segmentation, _____ on its own will not result in meaningful segments.

• demographics
• psychographics

• behavorials

A market segment is composed of a group of buyers sharing common?

• Needs

• Purchasing behavior

• Characteristics

• All of the above

The objective of ______ analysis is to identify the organization’s strengths in terms of its current brand positioning and image as well as the resources it has (finances, human labor, and physical assets).

(a)  

• company
• customer
• service

What is NOT one of the ways firms can do to reduce customer risk perceptions?

• Display credentials

• Advertise services with high credence qualities and high customer involvement

• Provide discounts for different types of services they offer

• Offer free trials that are suitable for services with high experience attributes

When does positive disconfirmation happen?

• If performance perceptions are worse than expected

• If performance perceptions are as expected

• If performance perceptions are better than expected

• None of the above