Question 1

A market-penetration strategy is one where a company searches for new customers in a group that has never used a product before.

Accepted Answer

A) True 
 B)False

Question 2

As a market-follower strategy,a counterfeiter emulates the leader's products,name,and packaging,with slight variations.

Accepted Answer

A) True 
 B)False

Question 3

Pepsodent launched a new product that could whiten teeth,fight decay,and maintain fresh breath.Observing that Pepsodent did not focus on the dental sensitivity aspect,Colgate introduced a toothpaste which did all of the above and also protected sensitive teeth.This is an example of a(n)________ attack.

Accepted Answer

A)  frontal 
B)  flank 
C)  guerrilla 
D)  encirclement 
E)  bypass

Question 4

During economic downturn,the potential value and profitability of some target consumers may change.

Accepted Answer

A) True 
 B)False

Question 5

Occasionally,a company will be able to straddle two frames of reference with one set of points-of-difference and points-of-parity.

Accepted Answer

A) True 
 B)False

Question 6

An alternate way to increase sales volume is to increase the usage rates among users by entering new market segments.

Accepted Answer

A) True 
 B)False

Question 7

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 8

Heavy focus on price reductions and discounts during recession allow firms to improve long-term brand equity and price integrity.

Accepted Answer

A) True 
 B)False

Question 9

A marketer that wants to anchor a point-of-difference for Doy soap on brand benefits might emphasize which of the following?

Accepted Answer

A)  the soap is one-quarter cleansing cream 
B)  Doy products include bar soaps and shampoos 
C)  Doy soap helps users have softer skin 
D)  the soap brand has global presence 
E)  the brand has recently launched soap for men

Question 10

The three criteria that determine whether a brand association can truly function as a point-of-difference are ________.

Accepted Answer

A)  comparability, authenticity, deliverability 
B)  desirability, peculiarity, deliverability 
C)  deviance, peculiarity, deformity 
D)  desirability, deliverability, and differentiability 
E)  differentiability, authenticity, desirability

Question 11

The market leader should look for new customers or more usage from existing customers.

Accepted Answer

A) True 
 B)False

Question 12

What is counteroffensive defense? Explain with an example.

Accepted Answer

The answer of What is counteroffensive defense? Explain with an...

Question 13

Newman Inc.is a company that manufactures saddles specifically for horses that race in derbies in the U.S.and the UK.Within this context the firm is exhibiting the role of a ________ specialist.

Accepted Answer

A)  vertical-level 
B)  customer-size 
C)  product-line 
D)  job-shop 
E)  service

Question 14

Which of the following marketing strategies requires either identifying additional opportunities to use the brand in the same basic way or identifying completely new and different ways to use the brand?

Accepted Answer

A)  increasing the amount of consumption 
B)  decreasing the level of consumption 
C)  increasing dedication to consumption 
D)  increasing product innovation 
E)  increasing frequency of consumption

Question 15

If Barry compares his organization's products to those of leaders in the field,then he is conveying category membership by "comparing to exemplars."

Accepted Answer

A) True 
 B)False

Question 16

Consumers might not consider a hand sanitizer truly a hand sanitizer unless they are gels designed to apply topically,contain alcohol that kills the germs present on the skin,and developed for use after washing hands or for those times when soap and water are not available.These service elements are considered ________.

Accepted Answer

A)  competitive points-of-difference 
B)  competitive points-of-parity 
C)  category points-of-difference 
D)  category points-of-parity 
E)  conceptual points-of-parity

Question 17

American Express'- "Worldclass Service,Personal Recognition," Mary Kay's - "Enriching women's lives," Hallmark's- "Caring Shared," and Starbucks'-"Rewarding Everyday Moments" are examples of ________.

Accepted Answer

A)  brand mantras 
B)  brand parity 
C)  brand identity 
D)  brand architecture 
E)  brand extension

Question 18

Points-of-parity are attributes or benefits consumers strongly associate with a brand and believe that they could not find to the same extent with a competitive brand.

Accepted Answer

A) True 
 B)False

Question 19

As a market follower strategy,the ________ duplicates the leader's product and packages and sells it on the black market or through disreputable dealers.

Accepted Answer

A)  innovator 
B)  cloner 
C)  imitator 
D)  adapter 
E)  counterfeiter

Question 20

Increasing amount of consumption requires identifying additional opportunities to use the brand in the same basic way.

Accepted Answer

A) True 
 B)False

Exam 9: Crafting the Brand Positioning and Competing Effectively

A market-penetration strategy is one where a company searches for new customers in a group that has never used a product before.

As a market-follower strategy,a counterfeiter emulates the leader's products,name,and packaging,with slight variations.

During economic downturn,the potential value and profitability of some target consumers may change.

Occasionally,a company will be able to straddle two frames of reference with one set of points-of-difference and points-of-parity.

An alternate way to increase sales volume is to increase the usage rates among users by entering new market segments.

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

Heavy focus on price reductions and discounts during recession allow firms to improve long-term brand equity and price integrity.

A marketer that wants to anchor a point-of-difference for Doy soap on brand benefits might emphasize which of the following?

The three criteria that determine whether a brand association can truly function as a point-of-difference are ________.

The market leader should look for new customers or more usage from existing customers.

What is counteroffensive defense? Explain with an example.

Newman Inc.is a company that manufactures saddles specifically for horses that race in derbies in the U.S.and the UK.Within this context the firm is exhibiting the role of a ________ specialist.

Which of the following marketing strategies requires either identifying additional opportunities to use the brand in the same basic way or identifying completely new and different ways to use the brand?

If Barry compares his organization's products to those of leaders in the field,then he is conveying category membership by "comparing to exemplars."

American Express'- "Worldclass Service,Personal Recognition," Mary Kay's - "Enriching women's lives," Hallmark's- "Caring Shared," and Starbucks'-"Rewarding Everyday Moments" are examples of ________.

Points-of-parity are attributes or benefits consumers strongly associate with a brand and believe that they could not find to the same extent with a competitive brand.

As a market follower strategy,the ________ duplicates the leader's product and packages and sells it on the black market or through disreputable dealers.

Increasing amount of consumption requires identifying additional opportunities to use the brand in the same basic way.