Exam 10: Crafting the Brand Positioning

Which of the following stages of the product life cycle (PLC)is characterized as being one where there are low sales,high cost per customer,negative profits,and few competitors?

The pioneer advantage does not always ensure success in the marketplace.All of the following are reasons cited by the text that a market pioneer's product might not be successful EXCEPT ________.

There are three key consumer desirability criteria for creating points-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.The hotel may not have been successful in its attempt to create its POD because of which consumer desirability criteria associated with PODs?

There are at least three key consumer desirability criteria for PODs (points-of-difference): relevance,distinctiveness,and ________.

One strategy for sustaining rapid growth during the growth stage of the product life cycle is for the firm to add flanker products.

Which of the following is a popular criticism of product life-cycle theory?

Most product life cycles are portrayed as a scalloped shaped curve.

Category membership is seen as the products or sets of products with which a brand competes and which function as close substitutes.

A company's positioning and differentiation strategy must change as the product,market,and competitors change over the product life cycle.To say that a product has a life cycle is assert four things.What are those four things?

A firm must be sufficiently committed and willing to devote enough resources to create an enduring positioning for its points-of-difference to be considered deliverable.

________ are typically the least desirable level to position a brand's points-of-difference,in part because competitors can easily copy them.

Splenda sugar substitute became a category leader by differentiating itself on its authenticity as a product derived from sugar.This POD demonstrates ________ because target consumers found it to be unique and superior.

One of the shortest stages in the product life cycle is the maturity stage because of the marketing manager's desire to keep the product in its growth stage.

With respect to positioning,explain points-of-parity and points-of-difference.

To say that a product has a life cycle is to assert all of the following EXCEPT ________.

The sales curve for most product life cycles peaks during the maturity stage of the life cycle.

If an entrepreneur discovers that her firm's market is one of diffused preferences,she can use a ________ to expand sales while keeping costs low.

According to the general bell-shaped curve used to illustrate the product life cycle,which of the following stages is generally seen when the sales curve is at its peak?

Today,most products are in the ________ of the life cycle,and most marketing managers must cope with the problems and challenges of this stage.

In choosing points-of-difference,one of the primary considerations is that consumers find points-of-difference desirable.There are three key consumer desirability criteria for points-of-difference.What are those three criteria?