Question 1

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

Accepted Answer

A) True 
 B)False

Question 2

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

Accepted Answer

A)  community 
B)  task force 
C)  industry 
D)  focus group 
E)  umbrella brand 
A)  community 
B)  task force 
C)  industry 
D)  focus group 
E)  umbrella brand

Question 3

Which of the following best describes a car company's value proposition?

Accepted Answer

A)  We charge a 20 percent premium on our cars. 
B)  We target safety-conscious upscale families. 
C)  We sell the safest, most durable wagon. 
D)  We are the market leader in the small car category. 
E)  We focus on expanding in faster-growing markets. 
A)  We charge a 20 percent premium on our cars. 
B)  We target safety-conscious upscale families. 
C)  We sell the safest, most durable wagon. 
D)  We are the market leader in the small car category. 
E)  We focus on expanding in faster-growing markets.

Question 4

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

Accepted Answer

Student answers will vary. A c

Question 5

A firm that is willing to maintain its market share, and not attack the leader and other competitors in an aggressive bid for further market share, is known as a market ________.

Accepted Answer

A)  challenger 
B)  leader 
C)  follower 
D)  nicher 
E)  entrant 
A)  challenger 
B)  leader 
C)  follower 
D)  nicher 
E)  entrant

Question 6

When food product companies advertise recipes that use their branded products in entirely different ways, they are increasing the ________ consumption of the brand.

Accepted Answer

A)  amount of 
B)  level of 
C)  dedication to 
D)  frequency of 
E)  awareness 
A)  amount of 
B)  level of 
C)  dedication to 
D)  frequency of 
E)  awareness

Question 7

Among the niche specialist roles, what are end-user, vertical-level, and product-feature specialists?

Accepted Answer

The key idea in successful nichemanship

Question 8

Perceptual maps provide quantitative portrayals of market situations and the way consumers view different products, services, and brands along various dimensions.

Accepted Answer

A) True 
 B)False

Question 9

________ 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 10

Category membership is seen as the products that function as close substitutes of a brand.

Accepted Answer

A) True 
 B)False

Question 11

When Coca-Cola determines the bottled-water competitors for its Dasani brand by identifying the products or sets of products with which a brand competes and which function as close substitutes, it is determining Dasani's ________.

Accepted Answer

A)  customer-focused value proposition 
B)  points-of-parity 
C)  points-of-difference 
D)  category membership 
E)  brand mantra 
A)  customer-focused value proposition 
B)  points-of-parity 
C)  points-of-difference 
D)  category membership 
E)  brand mantra

Question 12

Attacking the market leader proves successful and beneficial only when the leader is not serving the market well.

Accepted Answer

A) True 
 B)False

Question 13

Brand mantras typically are designed to capture the brand's points-of-________.

Accepted Answer

A)  conflict 
B)  parity 
C)  inflection 
D)  difference 
E)  presence 
A)  conflict 
B)  parity 
C)  inflection 
D)  difference 
E)  presence

Question 14

Which of the following statements about the branding guidelines for a small business is True?

Accepted Answer

A)  A small business must creatively conduct low-cost marketing research. 
B)  A small business must avoid leveraging secondary brand associations. 
C)  A small business must separate the well-integrated brand elements to enhance both brand awareness and brand image. 
D)  A small business must disintegrate the brand elements to maximize the contribution of each of the three main sets of brand equity drivers. 
E)  A small business must focus on building more than two strong brands based on a number of associations. 
A)  A small business must creatively conduct low-cost marketing research. 
B)  A small business must avoid leveraging secondary brand associations. 
C)  A small business must separate the well-integrated brand elements to enhance both brand awareness and brand image. 
D)  A small business must disintegrate the brand elements to maximize the contribution of each of the three main sets of brand equity drivers. 
E)  A small business must focus on building more than two strong brands based on a number of associations.

Question 15

The most constructive response to protecting market share is continuous innovation.

Accepted Answer

A) True 
 B)False

Question 16

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 17

Randall Ringer and Michael Thibodeau see ________ as based on deep metaphors that connect to people's memories, associations, and stories.

Accepted Answer

A)  cultural branding 
B)  narrative branding 
C)  brand journalism 
D)  emotional branding 
E)  personal branding 
A)  cultural branding 
B)  narrative branding 
C)  brand journalism 
D)  emotional branding 
E)  personal branding

Question 18

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

Accepted Answer

There are three main ways to convey a br

Question 19

To analyze its competitors, a company needs to gather information about both the real and the perceived strengths and weaknesses of each competitor.

Accepted Answer

A) True 
 B)False

Question 20

How can a small business create a loyal brand community?

Accepted Answer

Word of mouth is important. Sm

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

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

Which of the following best describes a car company's value proposition?

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

A firm that is willing to maintain its market share, and not attack the leader and other competitors in an aggressive bid for further market share, is known as a market ________.

When food product companies advertise recipes that use their branded products in entirely different ways, they are increasing the ________ consumption of the brand.

Among the niche specialist roles, what are end-user, vertical-level, and product-feature specialists?

Perceptual maps provide quantitative portrayals of market situations and the way consumers view different products, services, and brands along various dimensions.

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

Category membership is seen as the products that function as close substitutes of a brand.

When Coca-Cola determines the bottled-water competitors for its Dasani brand by identifying the products or sets of products with which a brand competes and which function as close substitutes, it is determining Dasani's ________.

Attacking the market leader proves successful and beneficial only when the leader is not serving the market well.

Brand mantras typically are designed to capture the brand's points-of-________.

Which of the following statements about the branding guidelines for a small business is True?

The most constructive response to protecting market share is continuous innovation.

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

Randall Ringer and Michael Thibodeau see ________ as based on deep metaphors that connect to people's memories, associations, and stories.

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

To analyze its competitors, a company needs to gather information about both the real and the perceived strengths and weaknesses of each competitor.

How can a small business create a loyal brand community?

Defining Marketing for the New Realities

Developing and Implementing Marketing Strategies and Plans

Capturing Marketing Insights and Forecasting Demand

Creating Long-Term Loyalty Relationships

Analyzing Consumer and Business Markets

Identifying Market Segments and Targets

Creating Brand Equity and Driving Growth

Setting Product Strategy and Introducing New Offerings

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 Digital Communications: Online, Social Media, and Mobile

Managing Personal Communications: Direct and Database Marketing and Personal Selling

Tapping Into Global Markets

Filters

Exam 7: Crafting the Brand Positioning and Competing Effectively

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

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

Which of the following best describes a car company's value proposition?

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

A firm that is willing to maintain its market share, and not attack the leader and other competitors in an aggressive bid for further market share, is known as a market ________.

When food product companies advertise recipes that use their branded products in entirely different ways, they are increasing the ________ consumption of the brand.

Among the niche specialist roles, what are end-user, vertical-level, and product-feature specialists?

Perceptual maps provide quantitative portrayals of market situations and the way consumers view different products, services, and brands along various dimensions.

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

Category membership is seen as the products that function as close substitutes of a brand.

When Coca-Cola determines the bottled-water competitors for its Dasani brand by identifying the products or sets of products with which a brand competes and which function as close substitutes, it is determining Dasani's ________.

Attacking the market leader proves successful and beneficial only when the leader is not serving the market well.

Brand mantras typically are designed to capture the brand's points-of-________.

Which of the following statements about the branding guidelines for a small business is True?

The most constructive response to protecting market share is continuous innovation.

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

Randall Ringer and Michael Thibodeau see ________ as based on deep metaphors that connect to people's memories, associations, and stories.

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

To analyze its competitors, a company needs to gather information about both the real and the perceived strengths and weaknesses of each competitor.

How can a small business create a loyal brand community?

Defining Marketing for the New Realities

Developing and Implementing Marketing Strategies and Plans

Capturing Marketing Insights and Forecasting Demand

Creating Long-Term Loyalty Relationships

Analyzing Consumer and Business Markets

Identifying Market Segments and Targets

Creating Brand Equity and Driving Growth

Setting Product Strategy and Introducing New Offerings

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 Digital Communications: Online, Social Media, and Mobile

Managing Personal Communications: Direct and Database Marketing and Personal Selling

Tapping Into Global Markets

Filters