Exam 7: Branding and Positioning

When Meghan went to buy groceries. she found everything on her list except Pampers diapers. While the store had other competing brands in stock. Meghan left and drove five miles to the next store where she found the Pampers. It appears that Meghan exhibits a high degree of __________ for Pampers diapers.

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

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

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.

Branding strategy involves much more than developing a clever brand name or brand mark. To be truly effective. a brand should succinctly capture the total offering in a way that:

As a tool of positioning strategy. perceptual maps illustrate two basic issues. First. they indicate products/brands that are similar in terms of relative mental position. Second. they illustrate:

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

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?

With respect to product descriptors. the product's __________ communicate(s) how the product behaves. hopefully in a fashion that is distinctive and appealing to customers.

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?

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?

Firms using the __________ approach during the decline stage of the product life cycle will gradually reduce marketing expenditures and use a less resource-intensive marketing mix.

Explain the key differences between product differentiation and product positioning. Other than branding. what are other factors on which product differentiation can be based?

What is the overall goal of effective corporate branding?

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

Which of the following is the best example of a brand mark?

During the maturity stage of the product life cycle. a firm has four general goals that can be pursued. Which of the following $\bold{\text{IS NOT}}$ one of these options?

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?

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.

If you purchase a notebook computer from Dell. you will note several brand insignias on the outside. such as Dell. Intel. and Microsoft Windows. What type of branding strategy does this example represent?