Question 1

Which of the following best describes BR Chicken's value proposition?

Accepted Answer

A)  We sell chicken at most major malls. 
B)  We undertake home delivery services. 
C)  We target quality-conscious consumers of chicken. 
D)  We sell tender golden chicken at a moderate price. 
E)  We charge a 10 percent premium on our chicken. 
A)  We sell chicken at most major malls. 
B)  We undertake home delivery services. 
C)  We target quality-conscious consumers of chicken. 
D)  We sell tender golden chicken at a moderate price. 
E)  We charge a 10 percent premium on our chicken.

Question 2

Industrial tools claiming to have durability, and antacids announcing their efficacy convey a brand's category membership by ________.

Accepted Answer

A)  relying on the product descriptor 
B)  comparing to exemplars 
C)  announcing category benefits 
D)  communicating deliverability variables 
E)  identifying counter examples 
A)  relying on the product descriptor 
B)  comparing to exemplars 
C)  announcing category benefits 
D)  communicating deliverability variables 
E)  identifying counter examples

Question 3

Brand ________ are short, three- to five-word phrases that capture the irrefutable essence or spirit of the brand positioning and ensure that the company's own employees understand what the brand represents.

Accepted Answer

A)  mantras 
B)  symbols 
C)  logos 
D)  alliances 
E)  extensions 
A)  mantras 
B)  symbols 
C)  logos 
D)  alliances 
E)  extensions

Question 4

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 
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 5

Brand mantras are typically designed to capture the brand's points-of-parity, that is, what is unique about the brand.

Accepted Answer

A) True 
 B)False

Question 6

________ refers to the products or sets of products with which a brand competes and which function as close substitutes.

Accepted Answer

A)  Consumer profitability analysis 
B)  Competitive frame of reference 
C)  Category membership 
D)  Value membership 
E)  Demand field 
A)  Consumer profitability analysis 
B)  Competitive frame of reference 
C)  Category membership 
D)  Value membership 
E)  Demand field

Question 7

Which element of a brand story framework do Randall Ringer and Michael Thibodeau relate to the way the narrative logic unfolds over time, including actions, desired experiences, defining events, and the moment of epiphany?

Accepted Answer

A)  language 
B)  pitch 
C)  cast 
D)  setting 
E)  narrative arc 
A)  language 
B)  pitch 
C)  cast 
D)  setting 
E)  narrative arc

Question 8

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

Accepted Answer

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

Question 9

Category points-of-parity are unique to a brand.

Accepted Answer

A) True 
 B)False

Question 10

Sally's is a boutique bakery that specializes in cupcakes. Give one method by which Sally's can conduct low-cost marketing research.

Accepted Answer

One low-cost marketing research method t

Question 11

The ________ defines which other brands a brand competes with and therefore which brands should be the focus of competitive analysis.

Accepted Answer

A)  consumer profitability analysis 
B)  competitor indexing 
C)  service blueprint 
D)  competitive frame of reference 
E)  cluster analysis 
A)  consumer profitability analysis 
B)  competitor indexing 
C)  service blueprint 
D)  competitive frame of reference 
E)  cluster analysis

Question 12

There are situations in which consumers know a brand's category membership but may not be convinced the brand is a valid member of the category.

Accepted Answer

A) True 
 B)False

Question 13

A ________ advantage is one that a company can use as a springboard to new advantages.

Accepted Answer

A)  sustainable 
B)  leverageable 
C)  realistic 
D)  rational 
E)  distinct 
A)  sustainable 
B)  leverageable 
C)  realistic 
D)  rational 
E)  distinct

Question 14

________ 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 15

Brand mantras typically are designed to capture the brand's points-of-________, that is, what is unique about the brand.

Accepted Answer

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

Question 16

Brand storytelling is a less-structured approach to brand positioning.

Accepted Answer

A) True 
 B)False

Question 17

Subway restaurants are positioned as offering healthy, great-tasting sandwiches. ________ positioning allows the brand to create a point-of-parity (POP) on taste and a point-of-difference (POD) on health with respect to quick-serve restaurants such as McDonald's and Burger King and, at the same time, a POP on health and a POD on taste with respect to health food restaurants and cafés.

Accepted Answer

A)  Category-based 
B)  Need-based 
C)  Noncomparitive 
D)  Straddle 
E)  Price-quality 
A)  Category-based 
B)  Need-based 
C)  Noncomparitive 
D)  Straddle 
E)  Price-quality

Question 18

With the help of an example, explain straddle positioning.

Accepted Answer

Straddle positioning refers to a marketi

Question 19

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 20

In the context of Starbucks, 24-hour training program for baristas, stock options/health benefits, triple filtrated water, and a totally integrated system are examples of brand mantras within the brand positioning bull's-eye.

Accepted Answer

A) True 
 B)False

Exam 10: Crafting the Brand Positioning

Which of the following best describes BR Chicken's value proposition?

Industrial tools claiming to have durability, and antacids announcing their efficacy convey a brand's category membership by ________.

Brand ________ are short, three- to five-word phrases that capture the irrefutable essence or spirit of the brand positioning and ensure that the company's own employees understand what the brand represents.

Brand mantras are typically designed to capture the brand's points-of-parity, that is, what is unique about the brand.

________ refers to the products or sets of products with which a brand competes and which function as close substitutes.

Which element of a brand story framework do Randall Ringer and Michael Thibodeau relate to the way the narrative logic unfolds over time, including actions, desired experiences, defining events, and the moment of epiphany?

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

Category points-of-parity are unique to a brand.

Sally's is a boutique bakery that specializes in cupcakes. Give one method by which Sally's can conduct low-cost marketing research.

The ________ defines which other brands a brand competes with and therefore which brands should be the focus of competitive analysis.

There are situations in which consumers know a brand's category membership but may not be convinced the brand is a valid member of the category.

A ________ advantage is one that a company can use as a springboard to new advantages.

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

Brand mantras typically are designed to capture the brand's points-of-________, that is, what is unique about the brand.

Brand storytelling is a less-structured approach to brand positioning.

With the help of an example, explain straddle positioning.

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

In the context of Starbucks, 24-hour training program for baristas, stock options/health benefits, triple filtrated water, and a totally integrated system are examples of brand mantras within the brand positioning bull's-eye.

Defining Marketing for the New Realities

Developing Marketing Strategies and Plans

Collecting Information and Forecasting Demand

Conducting Marketing Research

Creating Long-Term Loyalty Relationships

Analyzing Consumer Markets

Analyzing Business Markets

Tapping Into Global Markets

Identifying Market Segments and Targets

Creating Brand Equity

Addressing Competition and Driving Growth

Setting Product Strategy

Designing and Managing Services

Introducing New Market Offerings

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

Managing a Holistic Marketing Organization for the Long Run

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