SPTM 417 Final Exam – Study Guide, Revision Notes, and Practice Questions for
Exam Preparation
Ch 6 - Product Positioning - ✔✔
Product positioning - ✔✔process by which marketers try to create image and identification in
the minds of their target market for its product, brand, or organization
Perception - ✔✔who you are in the minds of consumers
Elements in product - ✔✔should contribute to a coherent image
Positioning = managing the 5 images of org/product - ✔✔-trademark
-product
-associative
-user
-usage
trademark imagery - ✔✔mark or logo representing the org/product
nike swoosh
product imagery - ✔✔consistent image of the product
associative imagery - ✔✔what the org/product is associated with (ex: Nike associated with
cheap, oversea labor, but also associated with top performing athletes)
user imagery - ✔✔perception of the people who use the product
, usage imagery - ✔✔the use of the product affects its image (ex: people see a Nike swoosh on a
new, high performance shoe and think of a more efficient/effective workout)
real point of difference - ✔✔what makes your product unique compared to competition
-build out from here
Perceptual space maps - ✔✔-formed by asking consumers to random certain product
attributes
-can help form positioning strategies and conceptualizing market segments
-4 quadrants
Positioning process for a current product - ✔✔oIdentify the market preferences
oIdentify the current positioning strategy
oDoes the current strategy match the market preferences?
oDevelop positioning strategy, if necessary
Components of brand equity important to sport - ✔✔•Name recognition or awareness
•Strong mental or emotional associations
•Perceived brand quality
•Strong customer loyalty
Ch 7 - Managing Sport Brands - ✔✔
Branding - ✔✔what a customer thinks and feels when seeing the marks of a particular brand
-effectively communicates the brand to your customers
Exam Preparation
Ch 6 - Product Positioning - ✔✔
Product positioning - ✔✔process by which marketers try to create image and identification in
the minds of their target market for its product, brand, or organization
Perception - ✔✔who you are in the minds of consumers
Elements in product - ✔✔should contribute to a coherent image
Positioning = managing the 5 images of org/product - ✔✔-trademark
-product
-associative
-user
-usage
trademark imagery - ✔✔mark or logo representing the org/product
nike swoosh
product imagery - ✔✔consistent image of the product
associative imagery - ✔✔what the org/product is associated with (ex: Nike associated with
cheap, oversea labor, but also associated with top performing athletes)
user imagery - ✔✔perception of the people who use the product
, usage imagery - ✔✔the use of the product affects its image (ex: people see a Nike swoosh on a
new, high performance shoe and think of a more efficient/effective workout)
real point of difference - ✔✔what makes your product unique compared to competition
-build out from here
Perceptual space maps - ✔✔-formed by asking consumers to random certain product
attributes
-can help form positioning strategies and conceptualizing market segments
-4 quadrants
Positioning process for a current product - ✔✔oIdentify the market preferences
oIdentify the current positioning strategy
oDoes the current strategy match the market preferences?
oDevelop positioning strategy, if necessary
Components of brand equity important to sport - ✔✔•Name recognition or awareness
•Strong mental or emotional associations
•Perceived brand quality
•Strong customer loyalty
Ch 7 - Managing Sport Brands - ✔✔
Branding - ✔✔what a customer thinks and feels when seeing the marks of a particular brand
-effectively communicates the brand to your customers
