Question: Positioning that involves competing directly with competitors on similar product attributes in the same target market is referred to as __________.

1. competitive repositioning

2. B. position downsizing

3. C. differentiation positioning

4. D. head-to-head positioning

5. E. product distinction positioning

6. Answer: D. head-to-head positioning

7. Question:

8. Answer: A. performing organizational functions more efficiently

9. Question:

10. Answer: A. discover where the company’s product or brand is on these attributes in the minds of potential customers

11. Question: The phrase “relatively homogeneous collections of prospective buyers” is most descriptive of

12. A. demographic clusters.

13. B. organizational buyers.

14. C. ultimate consumers.

15. D. market segments.

16. E. qualified prospects.

17. Answer: D. market segments

18. Question:

19. Answer: A. offering the best selection of shoes and the best service to online shoppers

20. Question:

21. Answer: B. a Tiffany/ Walmart strategy

22. Question: Each cell of the complete market-product grid shows the __________.

23. A. relative market share

24. B. estimated market size

25. C. investment required to reach the market

26. D. market growth rate

27. E. estimated profit

28. Answer: B. estimated market size

29. Question: Recently, U.S. dairies, struggling to increase milk sales, tried to change the way adults thought about chocolate milk. The dairies wanted to __________ chocolate milk in the minds of adult consumers.

30. A. segment

31. B. differentiate

32. C. explain

33. D. promote

34. E. reposition

35. Answer: E. reposition

36. Question:

37. Answer: D. Five Guys Burgers

38. Question: All of the following are psychographic segmentation variables EXCEPT:

39. Answers:

40. A. lifestyle

41. B. needs

42. C. birth era

43. D. PRIZM

44. E. personality

45. Answer: C. birth era