Question 1

Which element of a brand story framework do Randall Ringer and Michael Thibodeau relate to the time,place,and context of the brand story?

Accepted Answer

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

Question 2

As a marketing manager,which of the following would be the best purpose for your organization's competitive points-of-parity?

Accepted Answer

A) to point out competitors' points-of-difference 
B) to emphasize competitors' points-of-difference 
C) to rationalize competitors' perceived points-of-difference 
D) to globalize competitors' perceived points-of-difference 
E) to negate competitors' perceived points-of-difference 
A) to point out competitors' points-of-difference 
B) to emphasize competitors' points-of-difference 
C) to rationalize competitors' perceived points-of-difference 
D) to globalize competitors' perceived points-of-difference 
E) to negate competitors' perceived points-of-difference

Question 3

How can coffee shop chain Belling convey its category membership? List the methods it can use to achieve this.

Accepted Answer

The three main ways to convey

Question 4

Coca Cola introduced zero-calorie,Coke Zero,and assured health conscious consumers that it tastes as good as the original.What did the company try to build when they conveyed the fact that Coke Zero contained almost zero calories per liter and hence is a healthier alternative?

Accepted Answer

A) points-of-difference 
B) points-of-conflict 
C) points-of-parity 
D) points-of-presence 
E) points-of-inflection 
A) points-of-difference 
B) points-of-conflict 
C) points-of-parity 
D) points-of-presence 
E) points-of-inflection

Question 5

The result of positioning is the successful creation of an employee-focused value proposition.

Accepted Answer

A) True 
 B)False

Question 6

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

Accepted Answer

A) True 
 B)False

Question 7

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 8

Straddle positions ________.

Accepted Answer

A) help firms to analyze who their competitors are 
B) allow brands to expand their market coverage and potential customer base 
C) are a necessity while creating a firm's vision and mission statement 
D) assist firms in collecting information on competitors that will directly influence their strategy 
E) are ambiguous moral principles behind the operation and regulation of marketing 
A) help firms to analyze who their competitors are 
B) allow brands to expand their market coverage and potential customer base 
C) are a necessity while creating a firm's vision and mission statement 
D) assist firms in collecting information on competitors that will directly influence their strategy 
E) are ambiguous moral principles behind the operation and regulation of marketing

Question 9

There are three key consumer criteria that determine whether a brand association can truly function as a point-of-difference.When the Westin Stamford hotel in Singapore advertised that it was the world's tallest hotel,it attempted to create a point-of-difference (POD).Explain why the hotel may not have been successful in its attempt to create its POD.

Accepted Answer

Student answers may vary.
Consumers must

Question 10

How does a company differentiate its market offerings using personnel differentiation? Provide an example of a company using personnel differentiation.

Accepted Answer

Student answers may vary.
A company diff

Question 11

Which of the following statements about brand mantras is true?

Accepted Answer

A) They guide only major decisions,they have no influence on mundane decisions. 
B) Their influence does not extend beyond tactical concerns. 
C) They must economically communicate what the brand is and avoid communicating what it is not. 
D) They can provide guidance about what ad campaigns to run and where and how to sell the brand. 
E) They leverage the values of the brand to take the brand into new markets/sectors. 
A) They guide only major decisions,they have no influence on mundane decisions. 
B) Their influence does not extend beyond tactical concerns. 
C) They must economically communicate what the brand is and avoid communicating what it is not. 
D) They can provide guidance about what ad campaigns to run and where and how to sell the brand. 
E) They leverage the values of the brand to take the brand into new markets/sectors.

Question 12

Brands are never affiliated with categories in which they do not hold membership.

Accepted Answer

A) True 
 B)False

Question 13

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 14

________ are product associations that are not necessarily unique to the brand but may in fact be shared with other brands.

Accepted Answer

A) Points-of-parity 
B) Points-of-difference 
C) Points-of-inflection 
D) Points-of-presence 
E) Points-of-divergence 
A) Points-of-parity 
B) Points-of-difference 
C) Points-of-inflection 
D) Points-of-presence 
E) Points-of-divergence

Question 15

The brand must demonstrate ________,for it to function as a true point-of-difference.

Accepted Answer

A) clear superiority on an attribute or benefit 
B) clear profitability to the company 
C) clear similarity to the attributes of other brands 
D) technological advances for an attribute or benefit 
E) exploitation of competitors' weakness 
A) clear superiority on an attribute or benefit 
B) clear profitability to the company 
C) clear similarity to the attributes of other brands 
D) technological advances for an attribute or benefit 
E) exploitation of competitors' weakness

Question 16

Singapore Airlines is well regarded in large part because of the excellence of its flight attendants.This is an example of ________ differentiation.

Accepted Answer

A) image 
B) services 
C) product 
D) personnel 
E) channel 
A) image 
B) services 
C) product 
D) personnel 
E) channel

Question 17

Give an example of the use of straddle positioning.

Accepted Answer

Student answers may vary.
Subway restaur

Question 18

The two basic forms of points-of-parity are ________ and ________.

Accepted Answer

A) conceptual points-of-parity;competitive points-of-parity 
B) strategic points-of-parity;conceptual points-of-parity 
C) category points-of-parity;deliverable points-of-parity 
D) competitive points-of-parity;peculiar points-of-parity 
E) category points-of parity;competitive points-of-parity 
A) conceptual points-of-parity;competitive points-of-parity 
B) strategic points-of-parity;conceptual points-of-parity 
C) category points-of-parity;deliverable points-of-parity 
D) competitive points-of-parity;peculiar points-of-parity 
E) category points-of parity;competitive points-of-parity

Question 19

A chicken stock cube might attain membership in the seasoning category by claiming the benefit of great taste and support this benefit claim by possessing high-quality ingredients (performance)or by showing users delighting in its consumption (imagery).In what way is the brand's category membership being conveyed?

Accepted Answer

A) comparing to exemplars 
B) relying on the product descriptor 
C) announcing category benefits 
D) focusing on reliability 
E) persuasion based on believability 
A) comparing to exemplars 
B) relying on the product descriptor 
C) announcing category benefits 
D) focusing on reliability 
E) persuasion based on believability

Question 20

When Tommy Hilfiger was an unknown brand,advertising announced his membership as a great U.S.designer by associating him with Calvin Klein,and Perry Ellis,who were recognized members of that category.Tommy Hilfiger conveyed the brand's category membership by ________.

Accepted Answer

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

Which element of a brand story framework do Randall Ringer and Michael Thibodeau relate to the time,place,and context of the brand story?

As a marketing manager,which of the following would be the best purpose for your organization's competitive points-of-parity?

How can coffee shop chain Belling convey its category membership? List the methods it can use to achieve this.

Coca Cola introduced zero-calorie,Coke Zero,and assured health conscious consumers that it tastes as good as the original.What did the company try to build when they conveyed the fact that Coke Zero contained almost zero calories per liter and hence is a healthier alternative?

The result of positioning is the successful creation of an employee-focused value proposition.

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

Straddle positions ________.

How does a company differentiate its market offerings using personnel differentiation? Provide an example of a company using personnel differentiation.

Which of the following statements about brand mantras is true?

Brands are never affiliated with categories in which they do not hold membership.

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

________ are product associations that are not necessarily unique to the brand but may in fact be shared with other brands.

The brand must demonstrate ________,for it to function as a true point-of-difference.

Singapore Airlines is well regarded in large part because of the excellence of its flight attendants.This is an example of ________ differentiation.

Give an example of the use of straddle positioning.

The two basic forms of points-of-parity are and .

When Tommy Hilfiger was an unknown brand,advertising announced his membership as a great U.S.designer by associating him with Calvin Klein,and Perry Ellis,who were recognized members of that category.Tommy Hilfiger conveyed the brand's category membership by ________.

Defining Marketing for the New Realities

Developing Marketing Strategies and Plans

Gathering Information and Forecasting Demand

Conducting Marketing Research

Creating Customer Value,satisfaction,and Loyalty

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Creating Brand Equity

Competitive Dynamics

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Marketing Channels and Value Networks

Managing Retailing,wholesaling,and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications: Advertising, sales Promotions, events, and Public Relations

Managing Digital Communications: Online, social Media, and Mobile

Managing Personal Communications: Direct and Database Marketing and Personal Selling

Introducing New Market Offerings

Tapping Into Global Markets

Managing a Holistic Marketing Organization

Filters

Exam 10: Crafting the Brand Positioning

Which element of a brand story framework do Randall Ringer and Michael Thibodeau relate to the time,place,and context of the brand story?

As a marketing manager,which of the following would be the best purpose for your organization's competitive points-of-parity?

How can coffee shop chain Belling convey its category membership? List the methods it can use to achieve this.

Coca Cola introduced zero-calorie,Coke Zero,and assured health conscious consumers that it tastes as good as the original.What did the company try to build when they conveyed the fact that Coke Zero contained almost zero calories per liter and hence is a healthier alternative?

The result of positioning is the successful creation of an employee-focused value proposition.

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

Straddle positions ________.

How does a company differentiate its market offerings using personnel differentiation? Provide an example of a company using personnel differentiation.

Which of the following statements about brand mantras is true?

Brands are never affiliated with categories in which they do not hold membership.

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

________ are product associations that are not necessarily unique to the brand but may in fact be shared with other brands.

The brand must demonstrate ________,for it to function as a true point-of-difference.

Singapore Airlines is well regarded in large part because of the excellence of its flight attendants.This is an example of ________ differentiation.

Give an example of the use of straddle positioning.

The two basic forms of points-of-parity are ________ and ________.

When Tommy Hilfiger was an unknown brand,advertising announced his membership as a great U.S.designer by associating him with Calvin Klein,and Perry Ellis,who were recognized members of that category.Tommy Hilfiger conveyed the brand's category membership by ________.

Defining Marketing for the New Realities

Developing Marketing Strategies and Plans

Gathering Information and Forecasting Demand

Conducting Marketing Research

Creating Customer Value,satisfaction,and Loyalty

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Creating Brand Equity

Competitive Dynamics

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Marketing Channels and Value Networks

Managing Retailing,wholesaling,and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications: Advertising, sales Promotions, events, and Public Relations

Managing Digital Communications: Online, social Media, and Mobile

Managing Personal Communications: Direct and Database Marketing and Personal Selling

Introducing New Market Offerings

Tapping Into Global Markets

Managing a Holistic Marketing Organization

Filters

The two basic forms of points-of-parity are and .