KIIT University 2008 M.B.A Marketing Management keting - Question Paper

75. Heavy users are often a small percentage of the market but account for a high percentage of total consumption.

76. Marketers would rather attract 1 heavy user than several light users.

77. With respect to loyalty status, if a consumer is loyal to 2 or 3 brands, he or she is called shifting loyal.

78. Consumers that consistently buy the identical brand are always brand-loyal consumers.

79. Situational factor segmentation variables in the business marketplace include urgency, specific application, and size of order.

80. The last step in the seven-step marketing segmentation process would be to develop a marketing-mix strategy reflective of segment positioning strategies.

81. To be useful, market segments must be measurable.

82. Companies subsequent a market specialization strategy offer 1 product to as many markets as possible.

83. An undifferentiated marketing approach to full market coverage designs a product and a marketing program that will endow the product with a superior image and appeal to the broadest number of buyers.

Positioning
Chapter 11 KKKJ

Multiple option


1. All marketing strategy is built on STP—segmentation, targeting, and ________.
a. positioning
b. product
c. planning
d. promotion
e. performance

2. ________ are associations that are not necessarily unique to the brand but may in fact be shared with other brands.
a. Points-of-parity
b. Points-of-difference
c. Brand cells
d. Brand positions
e. Points of competitive field

3. All of the subsequent would be considered to be among examples of negatively correlated attributes and benefits other than ________.
a. low price versus high quality
b. taste versus low calories
c. supply versus demand
d. powerful versus safe
e. nutritious versus good tasting

4. Which of the subsequent terms is most closely associated with the subsequent statement: “attributes or benefits consumers strongly associate with a brand, positively evaluate, and believe that they could not obtain to the identical extent with a competitive brand”?
a. Brand image
b. Points-of-difference
c. Points-of-parity
d. Points of value
e. Brand concept

5. To achieve a point-of-parity (POP) on a particular attribute or benefit, a sufficient number of consumers must believe that the brand is “________” on that dimension.
a. most excellent
b. neutral
c. marginal
d. good enough
e. service based

6. Points-of-parity are driven by the needs of category membership and ________.

Earning:   Approval pending.