Exam 9: Crafting the Brand Positioning and Competing Effectively

Assume that your firm is a market leader in manufacturing detergent.How would the firm use position defense as a defensive marketing strategy to maintain its share?

Define leverageable advantage with an example.

How can a firm choose a specific attack?

A dance school in the Bronx teaches professional hip-hop and salsa.It is experiencing an increase in student admissions,which is leading to substantial improvement in profits.The school is going through the ________ phase of its life cycle.

A fashion is a basic and distinctive mode of expression appearing in a field of human endeavor.

The growth stage of a product's life cycle is a period of rapid market acceptance and substantial profit improvement.

An alternate way to increase sales volume is increase the usage rate among users.This can be done by ________.

The goal of positioning is ________.

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?

Market broadening and market diversification are likely tactics employed in ________ strategies.

________ is an aggressive maneuver where the firm attacks first,perhaps with guerrilla action across the market and keeping everyone off balance.

Characterize the four broad strategies often employed by market followers to meet their competitors.

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

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

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 ________.

Benz & Frendz Corp.,a manufacturer of high end consumer durables,experienced a sluggish sales growth in most of its product categories during three consecutive quarters of 2009.However,market analysis revealed that its competitors' sales had also slackened during this period.Analysts pointed out that when all firms are losing sales,it is extremely important to adopt strategies that are aimed at retaining customers.This led the firm to reduce operation costs while maintaining product quality.They also revamped their marketing strategy to focus on the values created by their products.Which of the following can be inferred from the strategies adopted by the firm?

An alternate way to increase sales volume is to increase the usage rates among users by having consumers use the product in new ways.

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

Campdell Soups is a newly established company that specializes in preparing healthy but tasty food for children under the age of 5.It is incurring huge production costs,nonexistent profits,and slow sales growth.The company is in the ________ phase of its life cycle.

The typical approach to positioning is to inform consumers of a brand's category membership before stating its ________.