Exam 6: Positioning and Branding a Venture in the Marketplace

A customer perceptual map may reveal that there is no available white space for your venture. In other words, competitors currently occupy all the valuable landscape. What could an entrepreneur do in this case?

What is the starting point for establishing a competitive position?

Which of the following would be a type of non-cost differentiation for a new venture?

A traditional perceptual map for competitive positioning generally has which of the following two objectively measured dimensions?

Determining _____________ starts by identifying the most direct, current competition.

What is Eveready's success in dislodging Duracell and taking over its space as the leader in the long-lasting battery market segment an example of?

The competitive advantage of a new venture is _______________.

To position a new venture effectively, the venture must _______________.

One way to make sure customers feel better about purchasing from your company is to excel at:

A very revealing outcome of a perceptual map that captures customers' perceptions of competitors is

Competitive positioning and customer positioning are _______________.

Which of the following is a way to gather competitive intelligence?

What does branding mean for a B2B business such as IBM? Does IBM have emotional and social branding activities, or is it just focused on making faster and better computers and software? How does this compare, say to Oracle or Microsoft?

Which of the following companies have been experts at building social positioning as part of their overall branding strategy:

Finding out how a new venture concept can be valuable and meaningful in the hearts and minds of target customers is the aim of _____________________.

What is one thing an entrepreneur must do with regard to competition?

What is a tool that can help you reveal which rivals your venture will compete against and your competitive position relative to these competitors?

Once you have your competitive intelligence, what is the next critical step in the competitive positioning process?

Assessing your competitive position and ability to win business would include comparing your venture against key competitors using which of the following factors?

For your venture project, what is a) functional positioning, b) emotional positioning, and c) social positioning (if appropriate), and how might this carry forward into your branding strategies?