Exam 10: Crafting the Brand Positioning

As a brand manager of a pharmaceutical firm you have observed that your brand is following the classic cycle-recycle pattern with respect to the product life cycle.Describe what is mostly likely happening in this pattern.

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Question 1

Correct Answer:

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The cycle-recycle pattern often describes the sales of new drugs.The pharmaceutical company aggressively promotes its new drug,and this produces the first cycle.Later,sales start declining and the company gives the drug another promotion push,which produces the second cycle (usually of smaller magnitude and duration).

According to information presented in the text,pharmaceuticals have a cycle-recycle product life-cycle pattern because,as sales begin to decline,companies reinvigorate their promotions,which produces a second cycle of smaller magnitude and duration.

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Question 2

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The obvious means of differentiation,and often most compelling ones to consumers,relate to aspects of the ________.

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Question 3

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Experience has shown marketing managers that a product's sales can be stimulated by modifying the product's characteristics in one of three ways.What are those three ways of making improvement in the product's characteristics?

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Question 4

Markets often need modification to be able to grow and flourish.When AARP began to recruit members that were 50-55 years of age instead of pursuing their normal target market of 65+ seniors,it was using a market modification strategy called ________.

(Multiple Choice)

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Question 5

The primary explanation for Marlboro's extraordinary worldwide market share is that Marlboro's "macho cowboy" persona has struck a responsive chord with much of the cigarette-smoking public.This is an example of ________.

(Multiple Choice)

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Question 6

Most products are in the growth stage of the life cycle,and most marketing managers cope with the problem of sustaining growth.

(True/False)

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Question 7

A starting point in defining a competitive frame of reference for a brand positioning is to determine ________-the products or sets of products with which a brand competes and which function as close substitutes.

(Multiple Choice)

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Question 8

A brownie mix might claim to taste great and support this claim by including high-quality ingredients or by showing users delighting in its consumption,thereby communicating its membership of the baked desserts category through ________.

(Multiple Choice)

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Question 9

"It's not delivery,it's DiGiorno!" This ad campaign helped DiGiorno's pizza become the frozen pizza leader.Which of the following terms is most associated with the company's promotional success strategy?

(Multiple Choice)

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Question 10

If your task was to construct a positioning statement for a new product that your company was considering as an addition to your product portfolio,what would be the best first step for you to take?

(Multiple Choice)

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Question 11

With respect to product life cycles,a style can last for generations and go in and out of vogue.

(True/False)

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Question 12

Your product's profit curve is in the negative.Which of the following stages of the product life cycle is your product most likely in?

(Multiple Choice)

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Question 13

As the marketer of a new soft drink,what are the three levels at which you might anchor your brand's points of difference?

(Essay)

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Question 14

The obvious means of differentiation,and often most compelling to consumers,relate to aspects of the product and service.

(True/False)

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Question 15

Tellis and Golder identified five factors as underpinning long-term market leadership.Which of the following is NOT one of those factors?

(Multiple Choice)

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Question 16

Francis Kelly and Barry Silverstein define a ________ as one that stands out,not just in its own product category but from all other brands,and that achieves significant results in the marketplace.

(Multiple Choice)

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Question 17

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

(Multiple Choice)

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Question 18

One of the assertions of saying that a product has a life cycle is to recognize that products have a limited life.

(True/False)

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Question 19

David Aaker cites seven market dynamics that can result in the emergence of new product categories.Identify four of them.

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Question 20

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Exam 10: Crafting the Brand Positioning

As a brand manager of a pharmaceutical firm you have observed that your brand is following the classic cycle-recycle pattern with respect to the product life cycle.Describe what is mostly likely happening in this pattern.

According to information presented in the text,pharmaceuticals have a cycle-recycle product life-cycle pattern because,as sales begin to decline,companies reinvigorate their promotions,which produces a second cycle of smaller magnitude and duration.

The obvious means of differentiation,and often most compelling ones to consumers,relate to aspects of the ________.

Experience has shown marketing managers that a product's sales can be stimulated by modifying the product's characteristics in one of three ways.What are those three ways of making improvement in the product's characteristics?

Markets often need modification to be able to grow and flourish.When AARP began to recruit members that were 50-55 years of age instead of pursuing their normal target market of 65+ seniors,it was using a market modification strategy called ________.

The primary explanation for Marlboro's extraordinary worldwide market share is that Marlboro's "macho cowboy" persona has struck a responsive chord with much of the cigarette-smoking public.This is an example of ________.

Most products are in the growth stage of the life cycle,and most marketing managers cope with the problem of sustaining growth.

A starting point in defining a competitive frame of reference for a brand positioning is to determine ________-the products or sets of products with which a brand competes and which function as close substitutes.

A brownie mix might claim to taste great and support this claim by including high-quality ingredients or by showing users delighting in its consumption,thereby communicating its membership of the baked desserts category through ________.

"It's not delivery,it's DiGiorno!" This ad campaign helped DiGiorno's pizza become the frozen pizza leader.Which of the following terms is most associated with the company's promotional success strategy?

If your task was to construct a positioning statement for a new product that your company was considering as an addition to your product portfolio,what would be the best first step for you to take?

With respect to product life cycles,a style can last for generations and go in and out of vogue.

Your product's profit curve is in the negative.Which of the following stages of the product life cycle is your product most likely in?

As the marketer of a new soft drink,what are the three levels at which you might anchor your brand's points of difference?

The obvious means of differentiation,and often most compelling to consumers,relate to aspects of the product and service.

Tellis and Golder identified five factors as underpinning long-term market leadership.Which of the following is NOT one of those factors?

Francis Kelly and Barry Silverstein define a ________ as one that stands out,not just in its own product category but from all other brands,and that achieves significant results in the marketplace.

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

One of the assertions of saying that a product has a life cycle is to recognize that products have a limited life.

David Aaker cites seven market dynamics that can result in the emergence of new product categories.Identify four of them.

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