Question 1

The goal of positioning is ________.

Accepted Answer

A)  to locate the brand in the minds of consumers to maximize the potential benefit to the firm 
B)  to discover the different needs and groups existing in the marketplace 
C)  to target those customers marketers can satisfy in a superior way 
D)  to collect information about competitors that will directly influence the firms' strategy 
E)  to help the firm anticipate what the actions of its competitors will be 
A)  to locate the brand in the minds of consumers to maximize the potential benefit to the firm 
B)  to discover the different needs and groups existing in the marketplace 
C)  to target those customers marketers can satisfy in a superior way 
D)  to collect information about competitors that will directly influence the firms' strategy 
E)  to help the firm anticipate what the actions of its competitors will be A

Question 2

What are the requirements for deciding on a positioning strategy?

Accepted Answer

Positioning requires that marketers define and communicate similarities and differences between their brand and its competitors. Specifically, deciding on a positioning requires: (1) determining a frame of reference by identifying the target market and relevant competition, (2) identifying the optimal points-of-parity and points-of-difference brand associations given that frame of reference, and (3) creating a brand mantra to summarize the positioning and essence of the brand.

Question 3

Which of the following criteria relates to consumers seeing the brand association as distinctive and superior to relevant competitors?

Accepted Answer

A)  desirability 
B)  differentiability 
C)  believability 
D)  deliverability 
E)  deviance 
A)  desirability 
B)  differentiability 
C)  believability 
D)  deliverability 
E)  deviance B

Question 4

Suppliers who are better at handling emergencies, product recalls, and inquiries are most likely to be differentiated based on their ________.

Accepted Answer

A)  innovativeness 
B)  thoroughness 
C)  resilience 
D)  insensitivity 
E)  reliability 
A)  innovativeness 
B)  thoroughness 
C)  resilience 
D)  insensitivity 
E)  reliability

Question 5

Coca Cola introduced zero-calorie, Coke Zero, and assured health conscious consumers that it tastes as good as the original. What did the company try to build when they conveyed the fact that Coke Zero contained almost zero calories per liter and hence is a healthier alternative?

Accepted Answer

A)  points-of-difference 
B)  points-of-conflict 
C)  points-of-parity 
D)  points-of-presence 
E)  points-of-inflection 
A)  points-of-difference 
B)  points-of-conflict 
C)  points-of-parity 
D)  points-of-presence 
E)  points-of-inflection

Question 6

When Tommy Hilfiger was an unknown brand, advertising announced his membership as a great U.S. designer by associating him with Calvin Klein, and Perry Ellis, who were recognized members of that category. Tommy Hilfiger conveyed the brand's category membership by ________.

Accepted Answer

A)  relying on the product descriptor 
B)  focusing on reliability 
C)  comparing to exemplars 
D)  announcing category benefits 
E)  identifying counter examples 
A)  relying on the product descriptor 
B)  focusing on reliability 
C)  comparing to exemplars 
D)  announcing category benefits 
E)  identifying counter examples

Question 7

The result of positioning is the successful creation of ________, which provides a cogent reason why the target market should buy the product.

Accepted Answer

A)  an award-winning promotional campaign 
B)  a customer-focused value proposition 
C)  a demand channel 
D)  everyday low pricing 
E)  employee value proposition 
A)  an award-winning promotional campaign 
B)  a customer-focused value proposition 
C)  a demand channel 
D)  everyday low pricing 
E)  employee value proposition

Question 8

Sally's is a boutique bakery that specializes in cupcakes. Give some methods by which Sally's can position itself without spending a lot on promotions.

Accepted Answer

1. Social Media Marketing: Sally's can c

Question 9

Which of the following statements about blue ocean thinking is true?

Accepted Answer

A)  It involves designing creative business ventures to positively affect both a company's cost structure and its value proposition to consumers. 
B)  In blue ocean thinking, industry boundaries are defined and accepted, and the competitive rules of the game are known. 
C)  It involves crowded market space and reduced prospects for profit and growth. 
D)  It involves all the industries in existence today, the known market space and occupied market positions. 
E)  In blue ocean thinking, value to consumers comes from reintroducing factors the industry has previously offered. 
A)  It involves designing creative business ventures to positively affect both a company's cost structure and its value proposition to consumers. 
B)  In blue ocean thinking, industry boundaries are defined and accepted, and the competitive rules of the game are known. 
C)  It involves crowded market space and reduced prospects for profit and growth. 
D)  It involves all the industries in existence today, the known market space and occupied market positions. 
E)  In blue ocean thinking, value to consumers comes from reintroducing factors the industry has previously offered.

Question 10

All marketing strategy is built on segmentation, targeting, and positioning.

Accepted Answer

A) True 
 B)False

Question 11

Give an example of the use of straddle positioning.

Accepted Answer

Straddle positioning refers to a marketi

Question 12

Which of the following is an example of image differentiation?

Accepted Answer

A)  Ritz-Carlton has an intensive training program for its customer-facing employees, to ensure a consistent service standard. 
B)  Shangri-La hotels use a distinctive signature fragrance in all outlets so that customers can associate the fragrance with the hotel. 
C)  JEK's sophisticated customer database allows the company to handle queries and product returns much faster than competitors. 
D)  RTZ shifted its products from supermarket aisles to exclusive stores as it realized that customers were willing to pay more in stores. 
E)  Hayley's found success by allowing buyers to customize the color and some features of its appliances before buying them. 
A)  Ritz-Carlton has an intensive training program for its customer-facing employees, to ensure a consistent service standard. 
B)  Shangri-La hotels use a distinctive signature fragrance in all outlets so that customers can associate the fragrance with the hotel. 
C)  JEK's sophisticated customer database allows the company to handle queries and product returns much faster than competitors. 
D)  RTZ shifted its products from supermarket aisles to exclusive stores as it realized that customers were willing to pay more in stores. 
E)  Hayley's found success by allowing buyers to customize the color and some features of its appliances before buying them.

Question 13

With the help of an example, explain why a company's competition may not be from companies in the same category.

Accepted Answer

Sure! Let's consider the example of a co

Question 14

Name and briefly explain three less-structured alternatives to competitive brand positioning.

Accepted Answer

Three alternatives to competitive brandi

Question 15

Associations that make up points-of-difference are based exclusively on product features.

Accepted Answer

A) True 
 B)False

Question 16

A brand mantra should be ________.

Accepted Answer

A)  original, ambiguous, and straightforward 
B)  unique, complex, and inspirational 
C)  communicative, memorable and inspiring 
D)  competitive, sensitive, and simple 
E)  unique, sensitive, and explanatory 
A)  original, ambiguous, and straightforward 
B)  unique, complex, and inspirational 
C)  communicative, memorable and inspiring 
D)  competitive, sensitive, and simple 
E)  unique, sensitive, and explanatory

Question 17

Brands are never affiliated with categories in which they do not hold membership.

Accepted Answer

A) True 
 B)False

Question 18

The industry concept of competition reveals a broader set of actual and potential competitors than competition defined in just the market concept.

Accepted Answer

A) True 
 B)False

Question 19

________ are attributes or benefits that consumers view as essential to a legitimate and credible offering within a certain product or service class.

Accepted Answer

A)  Category points-of-difference 
B)  Conceptual points-of-parity 
C)  Competitive points-of-parity 
D)  Category points-of-parity 
E)  Competitive points-of-difference 
A)  Category points-of-difference 
B)  Conceptual points-of-parity 
C)  Competitive points-of-parity 
D)  Category points-of-parity 
E)  Competitive points-of-difference

Question 20

Industrial tools claiming to have durability, and antacids announcing their efficacy convey a brand's category membership by ________.

Accepted Answer

A)  relying on the product descriptor 
B)  comparing to exemplars 
C)  announcing category benefits 
D)  communicating deliverability variables 
E)  identifying counter examples 
A)  relying on the product descriptor 
B)  comparing to exemplars 
C)  announcing category benefits 
D)  communicating deliverability variables 
E)  identifying counter examples

Exam 10: Crafting the Brand Positioning

The goal of positioning is ________.

What are the requirements for deciding on a positioning strategy?

Which of the following criteria relates to consumers seeing the brand association as distinctive and superior to relevant competitors?

Suppliers who are better at handling emergencies, product recalls, and inquiries are most likely to be differentiated based on their ________.

Coca Cola introduced zero-calorie, Coke Zero, and assured health conscious consumers that it tastes as good as the original. What did the company try to build when they conveyed the fact that Coke Zero contained almost zero calories per liter and hence is a healthier alternative?

When Tommy Hilfiger was an unknown brand, advertising announced his membership as a great U.S. designer by associating him with Calvin Klein, and Perry Ellis, who were recognized members of that category. Tommy Hilfiger conveyed the brand's category membership by ________.

The result of positioning is the successful creation of ________, which provides a cogent reason why the target market should buy the product.

Sally's is a boutique bakery that specializes in cupcakes. Give some methods by which Sally's can position itself without spending a lot on promotions.

Which of the following statements about blue ocean thinking is true?

All marketing strategy is built on segmentation, targeting, and positioning.

Give an example of the use of straddle positioning.

Which of the following is an example of image differentiation?

With the help of an example, explain why a company's competition may not be from companies in the same category.

Name and briefly explain three less-structured alternatives to competitive brand positioning.

Associations that make up points-of-difference are based exclusively on product features.

A brand mantra should be ________.

Brands are never affiliated with categories in which they do not hold membership.

The industry concept of competition reveals a broader set of actual and potential competitors than competition defined in just the market concept.

________ are attributes or benefits that consumers view as essential to a legitimate and credible offering within a certain product or service class.

Industrial tools claiming to have durability, and antacids announcing their efficacy convey a brand's category membership by ________.

Defining Marketing for the 21st Century

Developing Marketing Strategies and Plans

Gathering Information and Scanning the Environment

Conducting Marketing Research and Forecasting Demand

Creating Customer Value, Satisfaction, and Loyalty

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Creating Brand Equity

Competitive Dynamics

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Marketing Channels and Value Networks

Managing Retailing, Wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications: Advertising, Sales Promotions, Events, and Public Relations

Managing Personal Communications: Direct Marketing and Personal Selling

Introducing New Market Offerings

Tapping Into Global Markets

Managing a Holistic Marketing Organization for the Long Run

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