Exam 10: Crafting the Brand Positioning

SJC is a new retailer that targets the youth market. SJC needs to make an impression using advertising, and decides to use funny or irreverent ads to get its point across. Each ad features one of SJC's competitors and conveys an advantage SJC has over that competitor. Which of the following is the company using to convey its membership in the retail segment?

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(Multiple Choice)

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Question 1

Correct Answer:

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Briefly describe four brand differentiation strategies.

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Question 2

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In addition to product and service differentiation, the four differentiation strategies are: (1) employee differentiation companies can gain a strong competitive advantage through having better-trained people; (2) channel differentiation companies can achieve competitive advantage through the way they design their distribution channels' coverage, expertise, and performance; (3) image differentiation companies can craft powerful, compelling images that appeal to consumers' social and psychological needs; and (4) services differentiation a service company can differentiate itself by designing a better and faster delivery system that provides more effective and efficient solutions to consumers.

Belling is a chain of coffee shops. Give an example of a point-of-parity and a point-of-difference for the company.

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Question 3

Correct Answer:

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Student answers may vary.
Points-of-parity for Belling could be its freshly-brewed coffee or friendly atmosphere.
Points-of-difference could be its unusual interior design or laid-back attitude.

Describe three methods by which a brand can communicate category membership.

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Question 4

How can coffee shop chain Belling convey its category membership? List the methods it can use to achieve this.

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Question 5

Define leverageable advantage with an example.

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Question 6

As a marketing manager, which of the following would be the best purpose for your organization's competitive points-of-parity?

(Multiple Choice)

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Question 7

What are the five elements of narrative branding as described by Randall Ringer and Michael Thibodeau?

(Essay)

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Question 8

Singapore Airlines is well regarded in large part because of the excellence of its flight attendants. This is an example of ________ differentiation.

(Multiple Choice)

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Question 9

Which of the following best describes BR Chicken's value proposition?

(Multiple Choice)

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Question 10

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

(Multiple Choice)

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Question 11

Using the industry approach, competitors are defined as companies that satisfy the same customer need.

(True/False)

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Question 12

Ford Motor Co. invested more than $1 billion on a radical new 2004 model called the X-Trainer, which combined the attributes of an SUV, a minivan, and a station wagon. To communicate its unique position-and to avoid association with its Explorer and Country Squire models-the vehicle, eventually called Freestyle, was designated a "sports wagon". According to the given scenario, Ford Motor Co. conveyed their brand's category membership by ________.

(Multiple Choice)

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Question 13

Brand storytelling is a less-structured approach to brand positioning.

(True/False)

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Question 14

Which of the following is an example of channel differentiation?

(Multiple Choice)

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Question 15

Which of the following criteria relates to consumers seeing the brand association as personally relevant to them?

(Multiple Choice)

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Question 16

Give an example of how a brand can be affiliated with a category in which it does not hold membership.

(Essay)

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Question 17

Brand mantras typically are designed to capture the brand's ________, that is, what is unique about the brand.

(Multiple Choice)

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Question 18

Straddle positions ________.

(Multiple Choice)

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Question 19

________ are product associations that are not necessarily unique to the brand but may in fact be shared with other brands.

(Multiple Choice)

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Question 20

Showing 1 - 20 of 143

Briefly describe four brand differentiation strategies.

Belling is a chain of coffee shops. Give an example of a point-of-parity and a point-of-difference for the company.

Describe three methods by which a brand can communicate category membership.

How can coffee shop chain Belling convey its category membership? List the methods it can use to achieve this.

Define leverageable advantage with an example.

As a marketing manager, which of the following would be the best purpose for your organization's competitive points-of-parity?

What are the five elements of narrative branding as described by Randall Ringer and Michael Thibodeau?

Singapore Airlines is well regarded in large part because of the excellence of its flight attendants. This is an example of ________ differentiation.

Which of the following best describes BR Chicken's value proposition?

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

Using the industry approach, competitors are defined as companies that satisfy the same customer need.

Brand storytelling is a less-structured approach to brand positioning.

Which of the following is an example of channel differentiation?

Which of the following criteria relates to consumers seeing the brand association as personally relevant to them?

Give an example of how a brand can be affiliated with a category in which it does not hold membership.

Brand mantras typically are designed to capture the brand's ________, that is, what is unique about the brand.

Straddle positions ________.

________ are product associations that are not necessarily unique to the brand but may in fact be shared with other brands.

Defining Marketing for the 21st Century

Developing Marketing Strategies and Plans

Collecting Information and Forecasting Demand

Conducting Marketing Research

Creating Long-Term Loyalty Relationships

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 Integrated Marketing Channels

Managing Retailing, Wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

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

Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling

Introducing New Market Offerings

Tapping into Global Markets

Managing a Holistic Marketing Organization for the Long Run

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