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Question
What are the four steps to positioning a product with a perceptual map?
Answer
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Figure 2-1In Figure 2-1 above, Box A represents theA. functional level.B. board of directors.C. corporate level.D. CEO.E. strategic business unit level.
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Points of difference refer toA. the fundamental, passionate, and enduring principles of an organization that guide its conduct over time.B. the cluster of benefits that an organization promises customers to satisfy their needs.C. a unique strength relative to competitors that provides superior returns, often based on quality, time, cost, or innovation.D. those characteristics of a product that make it superior to competitive substitutes.E. the use of percentage points of market share to allocate marketing resources effectively for different product lines within the same firm.
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The five major environmental forces in a marketing decision areA. climate change, natural resources, pollution, natural disasters, and global conflict (war).B. social, technological, economic, competitive, and regulatory.C. corporate ownership, internal management, supplier partnerships, strategic alliances, and customer relationships.D. product, price, promotion, place, and people.E. ethics, sustainability, cultural awareness, diversity, and values.
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Profit refers toA. the point at which a company's assets equal its liabilities plus shareholder equity.B. the difference between the list and final price of a product or service.C. the money earned when the economic order quantity is minimized.D. the money left over after a business firm's total expenses are subtracted from its total revenues.E. the total amount of revenue accrued through product sales or service distribution.
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While many commercials that use humorous appeals gain the attention of the audience, they
A. are most effective because they work so well for global campaigns.
B. contain no information to help consumers.
C. do not appeal to either men or women.
D. wear out quickly, boring the consumer.
E. don't appeal to the Generation Y cohort.