Question 1

Procter & Gamble is well known for its use of __________ branding because every product in P&G's portfolio has a different brand name.

Accepted Answer

A)  differentiated 
B)  individual 
C)  corporate 
D)  segmented 
E)  family 
A)  differentiated 
B)  individual 
C)  corporate 
D)  segmented 
E)  family

Question 2

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)  There is no difference between differentiation and positioning. 
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)  There is no difference between differentiation and positioning.

Question 3

Best Buy offers many different manufacturer (name) brands including HP. Panasonic. Sony. and Canon. Which of the following is a primary reason that Best Buy would offer these and other manufacturer brands?

Accepted Answer

A)  increased profit margin 
B)  reduced marketing costs 
C)  less competition 
D)  total control over marketing 
E)  increased loyalty to Best Buy 
A)  increased profit margin 
B)  reduced marketing costs 
C)  less competition 
D)  total control over marketing 
E)  increased loyalty to Best Buy

Question 4

Rovio recently launched a new version of its popular Angry Birds game called "Angry Birds: Star Wars." What type of brand alliance does this represent?

Accepted Answer

A)  family branding 
B)  brand licensing 
C)  co-marketing 
D)  brand affinity 
E)  brand collaboration 
A)  family branding 
B)  brand licensing 
C)  co-marketing 
D)  brand affinity 
E)  brand collaboration

Question 5

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

Procter & Gamble is well known for its use of __________ branding because every product in P&G's portfolio has a different brand name.

Overall. what is the difference between differentiation and positioning?

Best Buy offers many different manufacturer (name) brands including HP. Panasonic. Sony. and Canon. Which of the following is a primary reason that Best Buy would offer these and other manufacturer brands?

Rovio recently launched a new version of its popular Angry Birds game called "Angry Birds: Star Wars." What type of brand alliance does this represent?

Marketing in Today's 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

Procter & Gamble is well known for its use of __________ branding because every product in P&G's portfolio has a different brand name.

Overall. what is the difference between differentiation and positioning?

Best Buy offers many different manufacturer (name) brands including HP. Panasonic. Sony. and Canon. Which of the following is a primary reason that Best Buy would offer these and other manufacturer brands?

Rovio recently launched a new version of its popular Angry Birds game called "Angry Birds: Star Wars." What type of brand alliance does this represent?

Marketing in Today's 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