Question 1

As part of the strategic brand management process,each company and offering must represent a distinctive ________ in the mind of the target market.

Accepted Answer

A) promotion 
B) cell 
C) big idea 
D) ad 
E) organizational concept 
A) promotion 
B) cell 
C) big idea 
D) ad 
E) organizational concept

Question 2

Consumers are always willing and eager to accept an "improved" product.

Accepted Answer

A) True 
 B)False

Question 3

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

Accepted Answer

A) customer advantage 
B) leverageable advantage 
C) real advantage 
D) realized advantage 
E) distinct advantage 
A) customer advantage 
B) leverageable advantage 
C) real advantage 
D) realized advantage 
E) distinct advantage

Question 4

A company might try to expand the market for its mature brand by working with the two factors that make up sales volume.Volume equals (=)________.

Accepted Answer

A) supply times (X)demand 
B) number of brand users times (X)amount of money spent on each purchase 
C) number of brand users times (X)usage rate per user 
D) price level of the product times (X)the number of items purchased 
E) price level of the product times (X)the number in the market segment selected for targeting 
A) supply times (X)demand 
B) number of brand users times (X)amount of money spent on each purchase 
C) number of brand users times (X)usage rate per user 
D) price level of the product times (X)the number of items purchased 
E) price level of the product times (X)the number in the market segment selected for targeting

Question 5

Points-of-parity are driven by the needs of category membership and ________.

Accepted Answer

A) loyalty 
B) large margins 
C) guaranteed profits 
D) the necessity of negating competitors' PODs (points-of-difference) 
E) the creation of PODs (points-of-difference) 
A) loyalty 
B) large margins 
C) guaranteed profits 
D) the necessity of negating competitors' PODs (points-of-difference) 
E) the creation of PODs (points-of-difference)

Question 6

While Wikipedia has ridden its pioneer advantage to become as familiar as eBay and Google,Citizendium believes it can overtake Wikipedia as the most popular online collaborative Internet encyclopedia because its ________ includes significantly reduced R&D time.

Accepted Answer

A) product life cycle 
B) leverageable advantage 
C) core competency 
D) channel differentiation 
E) second mover advantage 
A) product life cycle 
B) leverageable advantage 
C) core competency 
D) channel differentiation 
E) second mover advantage

Question 7

While looking a series of special-case product life cycles,you observe that one of the life cycles has had a rapid growth in sales resulting in a severe peak of the sales curve followed by a rapid decline.Which of the following product life-cycle curves is most likely represented by the above illustration?

Accepted Answer

A) Style life cycle 
B) Fashion life cycle 
C) Fad life cycle 
D) Niche life cycle 
E) Techno life cycle 
A) Style life cycle 
B) Fashion life cycle 
C) Fad life cycle 
D) Niche life cycle 
E) Techno life cycle

Question 8

Characterize the differences between style,fashion,and fad life cycles.

Accepted Answer

A style is a basic and distinctive mode

Question 9

Which of the following common product life-cycle patterns would be characterized as being one where sales grow rapidly when the product is first introduced and then fall to a "petrified" level that is sustained by late adopters buying the product for the first time and early adopters replacing the product?

Accepted Answer

A) Cycle-recycle pattern 
B) Scalloped pattern 
C) Growth-slump-maturity pattern 
D) Reverse-cycle pattern 
E) Inverse-cycle pattern 
A) Cycle-recycle pattern 
B) Scalloped pattern 
C) Growth-slump-maturity pattern 
D) Reverse-cycle pattern 
E) Inverse-cycle pattern

Question 10

In a positioning statement,the case for the product rests on its ________.

Accepted Answer

A) product category 
B) points-of-difference 
C) target consumer 
D) consumer need 
E) brand 
A) product category 
B) points-of-difference 
C) target consumer 
D) consumer need 
E) brand

Question 11

When Mel chose his new home,he picked a Cape Cod design.Cape Cod is best described as a(n)________ in home design.

Accepted Answer

A) style 
B) fashion 
C) fad 
D) ideation 
E) technological 
A) style 
B) fashion 
C) fad 
D) ideation 
E) technological

Question 12

There are three main ways to convey a brand's category membership.What are those three ways?

Accepted Answer

The three main ways to convey

Question 13

Assume that you are the marketing manager for a large appliance manufacturer.You have had five quarters of rapid sales growth and would like to prolong the eventual downturn that always follows periods of high growth for as long as possible.You also know that any one of six strategies for sustaining rapid market growth can be used to achieve your objective.What are the six generally accepted strategies for sustaining rapid growth in a market from which you will make your choice?
Suggested

Accepted Answer

The firm uses several strategies to sust

Question 14

Characterize an organization's strategies with respect to product,price,distribution,and advertising for a product in its maturity stage of the product life cycle.Use information found in the summary table on the product life cycle to construct your answer.Be sure to characterize each of the four strategic areas mentioned.

Accepted Answer

Strategies include: (1)product-diversify

Question 15

The result of positioning is the successful creation of ________,a cogent reason why the target market should buy the product.

Accepted Answer

A) an award winning promotional campaign 
B) a customer-focused value proposition 
C) a demand channel 
D) everyday low pricing 
E) strategic window of opportunity 
A) an award winning promotional campaign 
B) a customer-focused value proposition 
C) a demand channel 
D) everyday low pricing 
E) strategic window of opportunity

Question 16

As an entrepreneur,you have identified your market as a diffused-preference market.What does this mean and how can you approach it?

Accepted Answer

A diffused-preference market is one in w

Question 17

Managers try to stimulate sales by modifying the product's characteristics.Which of these modifications has as its aim to increase the product's functional performance?

Accepted Answer

A) Feature improvement 
B) Style improvement 
C) Fashion improvement 
D) Packaging improvement 
E) Quality improvement 
A) Feature improvement 
B) Style improvement 
C) Fashion improvement 
D) Packaging improvement 
E) Quality improvement

Question 18

Consumers are typically content to accept the trade-offs inherent in negatively correlated attributes or benefits.

Accepted Answer

A) True 
 B)False

Question 19

Which of the following product life cycle stages is characterized as being one where a rapid climb in sales occurs,new product features are introduced by new competitors,and distribution is expanded?

Accepted Answer

A) Prepioneering 
B) Introduction 
C) Saturation 
D) Growth 
E) Maturity 
A) Prepioneering 
B) Introduction 
C) Saturation 
D) Growth 
E) Maturity

Question 20

If an organization chooses "harvesting" as a decline stage PLC strategy,the first step in using such a strategy would likely be to ________.

Accepted Answer

A) rejuvenate the brand or product 
B) cut R&D costs and plant and equipment investment 
C) cut all promotional expenses 
D) cancel distribution contracts 
E) require that all distributors reduce inventory of older models of the product 
A) rejuvenate the brand or product 
B) cut R&D costs and plant and equipment investment 
C) cut all promotional expenses 
D) cancel distribution contracts 
E) require that all distributors reduce inventory of older models of the product

As part of the strategic brand management process,each company and offering must represent a distinctive ________ in the mind of the target market.

Consumers are always willing and eager to accept an "improved" product.

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

A company might try to expand the market for its mature brand by working with the two factors that make up sales volume.Volume equals (=)________.

Points-of-parity are driven by the needs of category membership and ________.

While Wikipedia has ridden its pioneer advantage to become as familiar as eBay and Google,Citizendium believes it can overtake Wikipedia as the most popular online collaborative Internet encyclopedia because its ________ includes significantly reduced R&D time.

Characterize the differences between style,fashion,and fad life cycles.

In a positioning statement,the case for the product rests on its ________.

When Mel chose his new home,he picked a Cape Cod design.Cape Cod is best described as a(n)________ in home design.

There are three main ways to convey a brand's category membership.What are those three ways?

The result of positioning is the successful creation of ________,a cogent reason why the target market should buy the product.

As an entrepreneur,you have identified your market as a diffused-preference market.What does this mean and how can you approach it?

Managers try to stimulate sales by modifying the product's characteristics.Which of these modifications has as its aim to increase the product's functional performance?

Consumers are typically content to accept the trade-offs inherent in negatively correlated attributes or benefits.

Which of the following product life cycle stages is characterized as being one where a rapid climb in sales occurs,new product features are introduced by new competitors,and distribution is expanded?

If an organization chooses "harvesting" as a decline stage PLC strategy,the first step in using such a strategy would likely be to ________.

Defining Marketing for the 21st Century

Developing Marketing Strategies and Plans

Gathering Information and Scanning the Environment

Conducting Marketing Research and Forecasting Demand

Creating Customer Value, satisfaction, and Loyalty

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Creating Brand Equity

Dealing With Competition

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing

Managing Retailing, wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications:

Managing Personal Communications:

Introducing New Market Offerings

Tapping Into Global Markets

Managing a Holistic Marketing Organization

Filters

Exam 10: Crafting the Brand Positioning

As part of the strategic brand management process,each company and offering must represent a distinctive ________ in the mind of the target market.

Consumers are always willing and eager to accept an "improved" product.

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

A company might try to expand the market for its mature brand by working with the two factors that make up sales volume.Volume equals (=)________.

Points-of-parity are driven by the needs of category membership and ________.

While Wikipedia has ridden its pioneer advantage to become as familiar as eBay and Google,Citizendium believes it can overtake Wikipedia as the most popular online collaborative Internet encyclopedia because its ________ includes significantly reduced R&D time.

Characterize the differences between style,fashion,and fad life cycles.

In a positioning statement,the case for the product rests on its ________.

When Mel chose his new home,he picked a Cape Cod design.Cape Cod is best described as a(n)________ in home design.

There are three main ways to convey a brand's category membership.What are those three ways?

The result of positioning is the successful creation of ________,a cogent reason why the target market should buy the product.

As an entrepreneur,you have identified your market as a diffused-preference market.What does this mean and how can you approach it?

Managers try to stimulate sales by modifying the product's characteristics.Which of these modifications has as its aim to increase the product's functional performance?

Consumers are typically content to accept the trade-offs inherent in negatively correlated attributes or benefits.

Which of the following product life cycle stages is characterized as being one where a rapid climb in sales occurs,new product features are introduced by new competitors,and distribution is expanded?

If an organization chooses "harvesting" as a decline stage PLC strategy,the first step in using such a strategy would likely be to ________.

Defining Marketing for the 21st Century

Developing Marketing Strategies and Plans

Gathering Information and Scanning the Environment

Conducting Marketing Research and Forecasting Demand

Creating Customer Value, satisfaction, and Loyalty

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Creating Brand Equity

Dealing With Competition

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing

Managing Retailing, wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications:

Managing Personal Communications:

Introducing New Market Offerings

Tapping Into Global Markets

Managing a Holistic Marketing Organization

Filters