I 1.

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?

Other family automobiles

The claim of maximum safety

Upscale American families

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?

Category Points of Difference

Category Points of Parity

Competitive Points of Difference

Competitive Points of Parity

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.

They were born between 1977 and and 1997.

They account for 30% of the population.

They appreciate free content, access to wireless internet, and customization.

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).

To be AT fair value (operational excellence, performance superiority, and customer intimacy).

Question 9
1
point

IX 9. Question 9
In the STP framework, what does "STP" stand for?

Segmentation; targeting; positioning

Segmentation; targeting; pricing

Sizing; tabulating; positioning

Sizing; targeting; pricing

Question 10
1
point

X 10. Question 10
What is marketing?
The study of brand positioning

The study of selling products

The study of a market, which is an exchange between two partners

The study of buyers and sellers