Quiz #1

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Due July 9, 11:59 PM PDTJul 9, 11:59 PM PDT
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Quiz #1
Graded Quiz. • 30 min
DueJul 9, 11:59 PM PDT
Congratulations! You passed!
Grade received 80%
Latest Submission Grade 80%
To pass 70% or higher
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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?
1 / 1 point

The claim of maximum safety

Upscale American families

Other family automobiles

Unsafe cars

Volvos
Correct

2.
Question 2
Which of the following is NOT an element of the marketing mix?
1 / 1 point

Promotion

Place

Price

Product

Population
Correct

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?
1 / 1 point

Category Points of Parity

Category Points of Difference

Competitive Points of Difference

Competitive Points of Parity

Correct

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?
1 / 1 point

Frame of reference
Target segment

Point of difference
Correct

5.
Question 5
Which of the following is NOT TRUE about the Generation Y cohort?
1 / 1 point

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

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.

Correct

6.
Question 6
PRIZM is a segmentation scheme that defines the country based on what type of clusters?
0 / 1 point

Demographic

Cohort

Occupational

Geographic
Incorrect

7.
Question 7
In a buyer's market, the buyer has the power and the market is ______-focused.
1 / 1 point

Product

Customer
Correct

8.
Question 8
According to the lectures, what should a company's long-term marketing strategy be?
0 / 1 point
To be ABOVE "fair value" on each dimension (operational excellence, performance superiority, and customer
intimacy).

To be the best at one dimension and good enough at the other two dimensions (operational excellence,
performance superiority, and customer intimacy).

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

Incorrect

9.
Question 9
In the STP framework, what does "STP" stand for?
1 / 1 point

Segmentation; targeting; pricing

Sizing; tabulating; positioning

Segmentation; targeting; positioning

Sizing; targeting; pricing

Correct

10.
Question 10
What is marketing?
1 / 1 point

The study of brand positioning

The study of buyers and sellers

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

The study of selling products

Correct