Question 1

With respect to positioning, explain points-of-parity and points-of-difference.

Accepted Answer

Points-of-difference (PODs)are attributes or benefits consumers strongly associate with a brand,positively evaluate,and believe that they could not find to the same extent with a competitive brand.Points-of-parity (POPs),on the other hand,are associations that are not necessarily unique to the brand but may in fact be shared with other brands.See chapter material for additional discussion material.

Question 2

During which of the following stages of the product life cycle (PLC) would we expect a marketing manager to pursue a marketing objective of maximizing market share?

Accepted Answer

A)  maturity 
B)  introduction 
C)  growth 
D)  pre-pioneering 
E)  decline 
A)  maturity 
B)  introduction 
C)  growth 
D)  pre-pioneering 
E)  decline C

Question 3

The obvious means of differentiation, and often most compelling ones to consumers, relate to aspects of the

Accepted Answer

A)  product and service. 
B)  sales team responsible for the product or service. 
C)  promotions. 
D)  price. 
E)  distribution process. 
A)  product and service. 
B)  sales team responsible for the product or service. 
C)  promotions. 
D)  price. 
E)  distribution process. A

Question 4

The PLC concept can be used to analyze a product category, a product, a brand, or a

Accepted Answer

A)  product fashion. 
B)  product name. 
C)  product plan. 
D)  product market. 
E)  product form. 
A)  product fashion. 
B)  product name. 
C)  product plan. 
D)  product market. 
E)  product form.

Question 5

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

Accepted Answer

A)  point-of-conflict. 
B)  point-of-parity. 
C)  point-of-difference. 
D)  point-of-reference. 
E)  point-of-weakness. 
A)  point-of-conflict. 
B)  point-of-parity. 
C)  point-of-difference. 
D)  point-of-reference. 
E)  point-of-weakness.

Question 6

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

Accepted Answer

A)  deliverability 
B)  authenticity 
C)  desirability 
D)  differentiability 
E)  feasibility 
A)  deliverability 
B)  authenticity 
C)  desirability 
D)  differentiability 
E)  feasibility

Question 7

A person's emotional response to a brand and its marketing will depend on many factors. One increasingly important factor is a brand's __________.

Accepted Answer

A)  knowledge 
B)  equity 
C)  image 
D)  mantra 
E)  authenticity 
A)  knowledge 
B)  equity 
C)  image 
D)  mantra 
E)  authenticity

Question 8

One common difficulty in creating a strong, competitive brand positioning is that many of the attributes or benefits that make up the points-of-parity and points-of-difference are

Accepted Answer

A)  neither positive nor negatively correlated. 
B)  inversely correlated. 
C)  unable to be correlated. 
D)  positive correlated. 
E)  negatively correlated. 
A)  neither positive nor negatively correlated. 
B)  inversely correlated. 
C)  unable to be correlated. 
D)  positive correlated. 
E)  negatively correlated.

Question 9

________ is the act of designing the company's offering and image to occupy a distinctive place in the mind of the target market.

Accepted Answer

A)  Preproduct launching 
B)  Product conceptualization 
C)  Positioning 
D)  Promotion presentation 
E)  Performance imaging 
A)  Preproduct launching 
B)  Product conceptualization 
C)  Positioning 
D)  Promotion presentation 
E)  Performance imaging

Question 10

Characterize the differences between style, fashion, and fad life cycles.

Accepted Answer

A style is a basic and distinctive mode

Question 11

In the decline phase of the product life cycle, if a firm "milks" the firm's investment to recover cash quickly, it is using a strategy called

Accepted Answer

A)  psychological divestment. 
B)  reverse engineering. 
C)  abandonment. 
D)  harvesting. 
E)  positioning. 
A)  psychological divestment. 
B)  reverse engineering. 
C)  abandonment. 
D)  harvesting. 
E)  positioning.

Question 12

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

Accepted Answer

A)  Brand cells 
B)  Points-of-competitive field 
C)  Points-of-difference 
D)  Brand positions 
E)  Points-of-parity 
A)  Brand cells 
B)  Points-of-competitive field 
C)  Points-of-difference 
D)  Brand positions 
E)  Points-of-parity

Question 13

According to the illustrations describing the product life cycle, during which stage of the cycle is there a strong likelihood that negative profits will be the norm?

Accepted Answer

A)  decline 
B)  growth 
C)  introduction 
D)  death 
E)  maturity 
A)  decline 
B)  growth 
C)  introduction 
D)  death 
E)  maturity

Question 14

An example of a sales volume increase strategy would be a where Tums antacid promotes using the product in a new way, as a calcium supplement.

Accepted Answer

A) True 
 B)False

Question 15

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

Accepted Answer

A)  to rationalize competitive points-of-difference 
B)  to negate competitive points-of-difference 
C)  to emphasize competitive points-of-difference 
D)  to globalize competitive points-of-difference 
E)  to point out competitive points-of-difference 
A)  to rationalize competitive points-of-difference 
B)  to negate competitive points-of-difference 
C)  to emphasize competitive points-of-difference 
D)  to globalize competitive points-of-difference 
E)  to point out competitive points-of-difference

Question 16

A(n) ________ is a group of firms offering a product or class of products that are close substitutes for one another.

Accepted Answer

A)  industry 
B)  community 
C)  task force 
D)  product category 
E)  market segment 
A)  industry 
B)  community 
C)  task force 
D)  product category 
E)  market segment

Question 17

Cascades's consumer paper products has a unique point of difference it can shout out to its current and prospective customers. The difference is that its products are

Accepted Answer

A)  truly good for the environment. 
B)  produced in Canada. 
C)  the most absorbent on the market. 
D)  available in an array of colours. 
E)  better value than competitors'. 
A)  truly good for the environment. 
B)  produced in Canada. 
C)  the most absorbent on the market. 
D)  available in an array of colours. 
E)  better value than competitors'.

Question 18

All of the following strategies have been suggested as proper for sustaining rapid market growth during the growth stage of the product life cycle. Which of these strategies can also involve improved product styling?

Accepted Answer

A)  increases its distribution coverage 
B)  improves product quality and adds new product features 
C)  shifts from product-awareness advertising to product-preference advertising 
D)  enters into new market segments 
E)  lowers prices to attract the next layer of price-sensitive buyers 
A)  increases its distribution coverage 
B)  improves product quality and adds new product features 
C)  shifts from product-awareness advertising to product-preference advertising 
D)  enters into new market segments 
E)  lowers prices to attract the next layer of price-sensitive buyers

Question 19

If a product manufacturer compares its organization's products to those of leaders in the field, the manufacturer is using what is called "comparing to exemplars" to convey a brand's category membership.

Accepted Answer

A) True 
 B)False

Question 20

Which of the following statements would most closely match to Volvo's value proposition for its station wagon line?

Accepted Answer

A)  Old-world styling for a new-world car. 
B)  The whole family will fit in comfort. 
C)  The safest, most durable wagon in which your family can ride. 
D)  Styling from the twenty-first century and beyond. 
E)  Diversity of uses, diversity of users. 
A)  Old-world styling for a new-world car. 
B)  The whole family will fit in comfort. 
C)  The safest, most durable wagon in which your family can ride. 
D)  Styling from the twenty-first century and beyond. 
E)  Diversity of uses, diversity of users.

Exam 10: Crafting the Brand Position

With respect to positioning, explain points-of-parity and points-of-difference.

During which of the following stages of the product life cycle (PLC) would we expect a marketing manager to pursue a marketing objective of maximizing market share?

The obvious means of differentiation, and often most compelling ones to consumers, relate to aspects of the

The PLC concept can be used to analyze a product category, a product, a brand, or a

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

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

A person's emotional response to a brand and its marketing will depend on many factors. One increasingly important factor is a brand's __________.

One common difficulty in creating a strong, competitive brand positioning is that many of the attributes or benefits that make up the points-of-parity and points-of-difference are

________ is the act of designing the company's offering and image to occupy a distinctive place in the mind of the target market.

Characterize the differences between style, fashion, and fad life cycles.

In the decline phase of the product life cycle, if a firm "milks" the firm's investment to recover cash quickly, it is using a strategy called

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

According to the illustrations describing the product life cycle, during which stage of the cycle is there a strong likelihood that negative profits will be the norm?

An example of a sales volume increase strategy would be a where Tums antacid promotes using the product in a new way, as a calcium supplement.

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

A(n) ________ is a group of firms offering a product or class of products that are close substitutes for one another.

Cascades's consumer paper products has a unique point of difference it can shout out to its current and prospective customers. The difference is that its products are

All of the following strategies have been suggested as proper for sustaining rapid market growth during the growth stage of the product life cycle. Which of these strategies can also involve improved product styling?

If a product manufacturer compares its organization's products to those of leaders in the field, the manufacturer is using what is called "comparing to exemplars" to convey a brand's category membership.

Which of the following statements would most closely match to Volvo's value proposition for its station wagon line?

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 Marketing Offerings

Tapping into Global Markets

Managing a Holistic Marketing Organization

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