Explain the concept of positioning and the steps marketers take to develop and implement a positioning strategy
What will be an ideal response?
A product's position is the way the product is perceived by a particular market segment. Positioning involves conveying the brand's unique benefits and differentiation to customers. To carry out effective positioning, a company should first analyze its competitors' positions. Then a company should identify the competitive advantages that can be built upon differentiation. The company must then effectively communicate and deliver the chosen position to the market through the marketing mix. Ultimately, a brand's position should deliver a valued benefit to the target, offer a superior benefit that can be communicated to consumers, and be affordable to the target.
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This year, Jonathan sold some qualified small business stock that he acquired in December 2010. His basis in the stock was $100,000 and he sold it for $400,000, resulting in a $300,000 gain. How much of Jason's gain is taxable?
A. $150,000 B. $75,000 C. $0 D. $300,000
Advertisements for which of the following products categories would merit a continuous advertising timing pattern the most?
A) air conditioners B) life insurance C) breakfast cereal D) automobiles E) holiday package tours
During October, kiosk or "pop-up" stores often appear in many malls for the holiday season. Typically, these kiosks sell gift boxes of cheese, jewelry, and other items people think are appropriate seasonal gifts. In January, these "pop-up" retailers vanish. Is it possible for such a retailer to use relationship marketing? Explain your answer.
What will be an ideal response?
A privatized clinic wants to expand its efforts and create a new office on the other side of the city. The new clinic will offer the same services as the first, but the new clinic will have a different staff. Which of the following strategies is this?
a. nominal participation
b. redistributive participation
c. purposive duplication
d. fragmentation
e. none of the above