Question 1

Marketers typically focus on ________ in choosing the points-of-parity and points-of-difference that make up their brand positioning.

Accepted Answer

A) brand equity 
B) brand awareness 
C) brand benefits 
D) brand architecture 
E) brand extensions 
A) brand equity 
B) brand awareness 
C) brand benefits 
D) brand architecture 
E) brand extensions

Question 2

BMW positioned itself as the only car that offered both luxury and performance.It was able to achieve a point-of-difference on performance and a point-of-parity on luxury with respect to other car brands.This is an example of ________.

Accepted Answer

A) straddle positioning 
B) category-based positioning 
C) need-based positioning 
D) noncomparitive positioning 
E) price-quality positioning 
A) straddle positioning 
B) category-based positioning 
C) need-based positioning 
D) noncomparitive positioning 
E) price-quality positioning

Question 3

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 4

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 5

Trying to be all things to all people leads to highest-common-denominator positioning,which is typically effective.

Accepted Answer

A) True 
 B)False

Question 6

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

Question 7

Subway restaurants are positioned as offering healthy,great-tasting sandwiches.________ 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 positioning 
B) Need-based positioning 
C) Noncomparitive positioning 
D) Straddle positioning 
E) Price-quality positioning 
A) Category-based positioning 
B) Need-based positioning 
C) Noncomparitive positioning 
D) Straddle positioning 
E) Price-quality positioning

Question 8

Which of the following best describes a car company's value proposition?

Accepted Answer

A) We charge a 20% premium on our cars. 
B) We target safety-conscious upscale families. 
C) We sell the safest,most durable wagon. 
D) We are the market leader in the small car category. 
E) We focus on expanding in faster-growing markets. 
A) We charge a 20% premium on our cars. 
B) We target safety-conscious upscale families. 
C) We sell the safest,most durable wagon. 
D) We are the market leader in the small car category. 
E) We focus on expanding in faster-growing markets.

Question 9

To analyze its competitors,a company needs to gather information about both the real and the perceived strengths and weaknesses of each competitor.

Accepted Answer

A) True 
 B)False

Question 10

Explain three variables a firm should consider when analyzing potential threats posed by competitors.

Accepted Answer

In general,the firm should monitor three

Question 11

The goal of positioning is ________.

Accepted Answer

A) to locate the brand in the minds of consumers to maximize the potential benefit to the firm 
B) to discover the different needs and groups existing in the marketplace 
C) to target those customers marketers can satisfy in a superior way 
D) to collect information about competitors that will directly influence the firms' strategy 
E) to help the firm anticipate what the actions of its competitors will be 
A) to locate the brand in the minds of consumers to maximize the potential benefit to the firm 
B) to discover the different needs and groups existing in the marketplace 
C) to target those customers marketers can satisfy in a superior way 
D) to collect information about competitors that will directly influence the firms' strategy 
E) to help the firm anticipate what the actions of its competitors will be

Question 12

Competitive advantage is a company's ability to perform in one or more ways that competitors cannot or will not match.

Accepted Answer

A) True 
 B)False

Question 13

A brand mantra should be ________.

Accepted Answer

A) original,ambiguous,and straightforward 
B) unique,complex,and inspirational 
C) communicative,memorable and inspiring 
D) competitive,sensitive,and simple 
E) unique,sensitive,and explanatory 
A) original,ambiguous,and straightforward 
B) unique,complex,and inspirational 
C) communicative,memorable and inspiring 
D) competitive,sensitive,and simple 
E) unique,sensitive,and explanatory

Question 14

A company which can differentiate itself by designing a better and faster delivery system that provides more effective and efficient solutions to consumers is most likely using ________ differentiation.

Accepted Answer

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

Question 15

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 16

The competitive frame of reference defines which other brands a brand competes with.

Accepted Answer

A) True 
 B)False

Question 17

Belling begins most advertising messages by announcing category benefits and then moving on to its specific positioning.Offer one reason why Belling may adopt this strategy.

Accepted Answer

Student answers may vary.
To reassure co

Question 18

________ 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 19

Randall Ringer and Michael Thibodeau see ________ as based on deep metaphors that connect to people's memories,associations,and stories.

Accepted Answer

A) cultural branding 
B) narrative branding 
C) brand journalism 
D) emotional branding 
E) personal branding 
A) cultural branding 
B) narrative branding 
C) brand journalism 
D) emotional branding 
E) personal branding

Question 20

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

Exam 10: Crafting the Brand Positioning

Marketers typically focus on ________ in choosing the points-of-parity and points-of-difference that make up their brand positioning.

BMW positioned itself as the only car that offered both luxury and performance.It was able to achieve a point-of-difference on performance and a point-of-parity on luxury with respect to other car brands.This is an example of ________.

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

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?

Trying to be all things to all people leads to highest-common-denominator positioning,which is typically effective.

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

Which of the following best describes a car company's value proposition?

To analyze its competitors,a company needs to gather information about both the real and the perceived strengths and weaknesses of each competitor.

Explain three variables a firm should consider when analyzing potential threats posed by competitors.

The goal of positioning is ________.

Competitive advantage is a company's ability to perform in one or more ways that competitors cannot or will not match.

A brand mantra should be ________.

A company which can differentiate itself by designing a better and faster delivery system that provides more effective and efficient solutions to consumers is most likely using ________ differentiation.

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

The competitive frame of reference defines which other brands a brand competes with.

Belling begins most advertising messages by announcing category benefits and then moving on to its specific positioning.Offer one reason why Belling may adopt this strategy.

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

Randall Ringer and Michael Thibodeau see ________ as based on deep metaphors that connect to people's memories,associations,and stories.

________ 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.

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

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