Question 1

Overall, what is the difference between differentiation and positioning?

Accepted Answer

A)  Differentiation is about the product whereas positioning is about the brand. 
B)  Differentiation is based on real differences between products, while positioning is completely perceptual. 
C)  Differentiation is about creating differences among competing products, while positioning is about creating a mental image in consumers' minds. 
D)  Differentiation is used in tangible goods, while positioning is used in services. 
E)  Differentiation focuses on differences among brands, while positioning is about differences among products. 
A)  Differentiation is about the product whereas positioning is about the brand. 
B)  Differentiation is based on real differences between products, while positioning is completely perceptual. 
C)  Differentiation is about creating differences among competing products, while positioning is about creating a mental image in consumers' minds. 
D)  Differentiation is used in tangible goods, while positioning is used in services. 
E)  Differentiation focuses on differences among brands, while positioning is about differences among products.

Question 2

The text argues that a brand is only truly effective when it succinctly captures the total offering in a way that answers a question in the customer's mind. Explain what this means with respect to branding strategy. Also, how is answering a question for customers related to the potential brand attributes outlined in the text?

Accepted Answer

Student answers to this question will va

Question 3

One of the most common marketing goals during the introduction stage of the product life cycle is to:

Accepted Answer

A)  conduct test marketing studies. 
B)  maintain market share. 
C)  find new uses for the product. 
D)  engage in customer education activities. 
E)  spread misleading information about competing products. 
A)  conduct test marketing studies. 
B)  maintain market share. 
C)  find new uses for the product. 
D)  engage in customer education activities. 
E)  spread misleading information about competing products.

Question 4

Brand preference is the strongest degree of brand loyalty.

Accepted Answer

A) True 
 B)False

Question 5

Compare and contrast brand loyalty and brand equity, as well as how these concepts are related. Must a brand possess high brand loyalty in order to possess high brand equity? Explain.

Accepted Answer

Brand loyalty is a positive attitude tow

Question 6

Which stage of the product life cycle has (1) establishing a strong, defensible market position, and (2) achieving financial objectives that repay investment as its main priorities?

Accepted Answer

A)  Introduction 
B)  Growth 
C)  Maturity 
D)  Development 
E)  Decline 
A)  Introduction 
B)  Growth 
C)  Maturity 
D)  Development 
E)  Decline

Question 7

Walmart offers many different private-label brands including Sam's Choice, Equate, and Ol' Roy. Overall, what is the primary reason that Walmart would offer these and other private-label brands?

Accepted Answer

A)  increased profit margin 
B)  reduced marketing costs 
C)  lowers the risk of a product failure 
D)  lower inventory costs 
E)  enhances Walmart's image 
A)  increased profit margin 
B)  reduced marketing costs 
C)  lowers the risk of a product failure 
D)  lower inventory costs 
E)  enhances Walmart's image

Question 8

While Madison was shopping for coffee makers at Target, she recognized many of the brands that were available. Although she was looking for a machine made by Mr. Coffee, she bought a coffee maker by Hamilton Beach because Target was out of all Mr. Coffee machines. What type of brand loyalty is Madison exhibiting?

Accepted Answer

A)  brand recognition 
B)  brand preference 
C)  brand insanity 
D)  brand equity 
E)  brand insistence 
A)  brand recognition 
B)  brand preference 
C)  brand insanity 
D)  brand equity 
E)  brand insistence

Question 9

What do escalator and aspirin have in common?

Accepted Answer

A)  ​They were once generic brands. 
B)  ​They are both private-label brands. 
C)  They are protected by copyright. 
D)  ​Their brands did not sufficiently explain their benefits. 
E)  ​Their brand names were not sufficiently protected. 
A)  ​They were once generic brands. 
B)  ​They are both private-label brands. 
C)  They are protected by copyright. 
D)  ​Their brands did not sufficiently explain their benefits. 
E)  ​Their brand names were not sufficiently protected.

Question 10

Explain the importance of corporate branding. How is it tied to product-related branding? Give examples of how a firm's corporate brand is tied to its reputation and its success in the marketplace.

Accepted Answer

. Most firms consider their corporate br

Question 11

One way of looking at __________ is to consider the marketing and financial value associated with a brand's position in the marketplace.

Accepted Answer

A)  brand equity 
B)  brand identity 
C)  brand equality 
D)  brand value 
E)  brand capitalization 
A)  brand equity 
B)  brand identity 
C)  brand equality 
D)  brand value 
E)  brand capitalization

Question 12

What is a major risk of family branding?

Accepted Answer

A)  ​Overextension 
B)  Brand ambiguity 
C)  ​Improper positioning 
D)  ​Lack of differentiation 
E)  ​Low brand loyalty 
A)  ​Overextension 
B)  Brand ambiguity 
C)  ​Improper positioning 
D)  ​Lack of differentiation 
E)  ​Low brand loyalty

Question 13

Without a doubt, the most important tool of differentiation is:

Accepted Answer

A)  the product's image. 
B)  the brand. 
C)  the product's features. 
D)  perceptual mapping. 
E)  the product's price. 
A)  the product's image. 
B)  the brand. 
C)  the product's features. 
D)  perceptual mapping. 
E)  the product's price.

Question 14

Why is the strategy canvas tool useful for positioning?

Accepted Answer

A)  ​It represents customer perceptions and preferences spatially by means of a visual display. 
B)  ​It is an effective way to rebrand a product and push it back into the growth stage. 
C)  ​It measures differences in the firm's product offering that set it apart from competing offerings. 
D)  ​It demonstrates the firm's relative position in terms of competitive factors important to the target market. 
E)  ​It is used to come up with product descriptors that inform consumers about the product. 
A)  ​It represents customer perceptions and preferences spatially by means of a visual display. 
B)  ​It is an effective way to rebrand a product and push it back into the growth stage. 
C)  ​It measures differences in the firm's product offering that set it apart from competing offerings. 
D)  ​It demonstrates the firm's relative position in terms of competitive factors important to the target market. 
E)  ​It is used to come up with product descriptors that inform consumers about the product.

Question 15

Why is the product life cycle an important consideration in selecting and developing a marketing strategy? What are the core differences among the PLC stages that force marketers to alter their marketing programs over time?

Accepted Answer

Managing the entire portfolio of product

Question 16

Which of the following IS NOT a function or potential function of packaging?

Accepted Answer

A)  protection 
B)  storage 
C)  convenience 
D)  integration 
E)  co-branding 
A)  protection 
B)  storage 
C)  convenience 
D)  integration 
E)  co-branding

Question 17

__________ are factual descriptors of the product and its characteristics.

Accepted Answer

A)  ​product benefits 
B)  ​product advantages 
C)  ​product features 
D)  brand marks 
E)  ​brand descriptions 
A)  ​product benefits 
B)  ​product advantages 
C)  ​product features 
D)  brand marks 
E)  ​brand descriptions

Question 18

Companies that have products in the decline stage should immediately divest them.

Accepted Answer

A) True 
 B)False

Question 19

Private-label brands give customers confidence that they are buying a widely known brand from a respected company.

Accepted Answer

A) True 
 B)False

Question 20

What is the overall goal of effective corporate branding?

Accepted Answer

A)  To clearly tie the brand name and brand mark with the organization. 
B)  To associate the organization with one or more philanthropic causes. 
C)  To sell more product to members of the supply chain. 
D)  To position the product relative to competing products. 
E)  To build and enhance the organization's reputation. 
A)  To clearly tie the brand name and brand mark with the organization. 
B)  To associate the organization with one or more philanthropic causes. 
C)  To sell more product to members of the supply chain. 
D)  To position the product relative to competing products. 
E)  To build and enhance the organization's reputation.

Overall, what is the difference between differentiation and positioning?

One of the most common marketing goals during the introduction stage of the product life cycle is to:

Brand preference is the strongest degree of brand loyalty.

Compare and contrast brand loyalty and brand equity, as well as how these concepts are related. Must a brand possess high brand loyalty in order to possess high brand equity? Explain.

Which stage of the product life cycle has (1) establishing a strong, defensible market position, and (2) achieving financial objectives that repay investment as its main priorities?

Walmart offers many different private-label brands including Sam's Choice, Equate, and Ol' Roy. Overall, what is the primary reason that Walmart would offer these and other private-label brands?

What do escalator and aspirin have in common?

Explain the importance of corporate branding. How is it tied to product-related branding? Give examples of how a firm's corporate brand is tied to its reputation and its success in the marketplace.

One way of looking at __________ is to consider the marketing and financial value associated with a brand's position in the marketplace.

What is a major risk of family branding?

Without a doubt, the most important tool of differentiation is:

Why is the strategy canvas tool useful for positioning?

Why is the product life cycle an important consideration in selecting and developing a marketing strategy? What are the core differences among the PLC stages that force marketers to alter their marketing programs over time?

Which of the following IS NOT a function or potential function of packaging?

__________ are factual descriptors of the product and its characteristics.

Companies that have products in the decline stage should immediately divest them.

Private-label brands give customers confidence that they are buying a widely known brand from a respected company.

What is the overall goal of effective corporate branding?

Marketing in Todays Economy

Strategic Marketing Planning

Collecting and Analyzing Marketing Information

Developing Competitive Advantage and Strategic Focus

Customers, Segmentation, and Target Marketing

The Marketing Program

Ethics and Social Responsibility in Marketing Strategy

Marketing Implementation and Control

Developing and Maintaining Long-Term Customer Relationships

Filters

Exam 7: Branding and Positioning

Overall, what is the difference between differentiation and positioning?

One of the most common marketing goals during the introduction stage of the product life cycle is to:

Brand preference is the strongest degree of brand loyalty.

Compare and contrast brand loyalty and brand equity, as well as how these concepts are related. Must a brand possess high brand loyalty in order to possess high brand equity? Explain.

Which stage of the product life cycle has (1) establishing a strong, defensible market position, and (2) achieving financial objectives that repay investment as its main priorities?

Walmart offers many different private-label brands including Sam's Choice, Equate, and Ol' Roy. Overall, what is the primary reason that Walmart would offer these and other private-label brands?

What do escalator and aspirin have in common?

Explain the importance of corporate branding. How is it tied to product-related branding? Give examples of how a firm's corporate brand is tied to its reputation and its success in the marketplace.

One way of looking at __________ is to consider the marketing and financial value associated with a brand's position in the marketplace.

What is a major risk of family branding?

Without a doubt, the most important tool of differentiation is:

Why is the strategy canvas tool useful for positioning?

Why is the product life cycle an important consideration in selecting and developing a marketing strategy? What are the core differences among the PLC stages that force marketers to alter their marketing programs over time?

Which of the following IS NOT a function or potential function of packaging?

__________ are factual descriptors of the product and its characteristics.

Companies that have products in the decline stage should immediately divest them.

Private-label brands give customers confidence that they are buying a widely known brand from a respected company.

What is the overall goal of effective corporate branding?

Marketing in Todays Economy

Strategic Marketing Planning

Collecting and Analyzing Marketing Information

Developing Competitive Advantage and Strategic Focus

Customers, Segmentation, and Target Marketing

The Marketing Program

Ethics and Social Responsibility in Marketing Strategy

Marketing Implementation and Control

Developing and Maintaining Long-Term Customer Relationships

Filters