BMW Positioned Itself as the Only Automobile That Offered Both

question 135

Multiple Choice

BMW positioned itself as the only automobile that offered both luxury and performance. At that time, consumers saw U.S. luxury cars as lacking performance. It was able to achieve a point-of-difference on performance and a point-of-parity on luxury with respect to U.S. luxury cars like Cadillac. This is an example of ________.

• A) straddle positioning
• B) category-based positioning
• C) need-based positioning
• D) noncomparitive positioning
• E) price-quality positioning

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Definitions:

Marketing Audit

A marketing audit is a comprehensive, systematic analysis of a business's marketing environment, objectives, strategies, and activities with the goal of identifying opportunities and areas of improvement.

Preapproach

The stage in the selling process where the salesperson gathers information about the prospective customer before the initial meeting.

Sales Presentation

A formal occasion or activity in which a product or service is demonstrated or pitched to potential buyers.

Value Analysis

The process of analyzing the function and cost of products or services with the goal of reducing expenses while maintaining or improving quality.