Exam 10: Crafting the Brand Positioning

Once a market has consolidated,it will remain consolidated until the product class dies.

What weaknesses do failing pioneers have that allow them to be surpassed by imitators?

Market fragmentation in the market evolution process is often followed by ________ caused by the emergence of a new attribute that has strong appeal.

________ may be based on virtually any type of attribute or benefit.For example,FedEx uses "guaranteed overnight delivery" and Nike uses "performance."

Companies cannot achieve differentiation by differentiating their channels,as this is not the purpose of a distribution channel.

In the maturity stage of the product life cycle,three phases appear to exist: growth,decay,and abandonment.

All of the following would be considered to be among examples of negatively correlated attributes and benefits EXCEPT ________.

A marketer that wants to anchor a point-of-difference for Dove soap on brand benefits might emphasize which of the following?

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

The preferred approach to positioning is to inform consumers of a brand's membership before stating its point-of-difference.

A manufacturer of calculators finds that there is an even split between customers who want small handheld calculators and those that want large ones.This type of market,in which buyer preferences scatter evenly,is called a(n)________ market.

List five things you could do as a marketer to build a breakaway brand.

The four stages of the product life cycle include all of the following EXCEPT ________.

As a company seeks to establish a category membership designation,how does the company approach points-of-difference? What is done first?

There are three consumer desirability criteria for PODs (points-of-difference): price,value,and respectability.

According to the illustrations describing the product life cycle,during which stage of the cycle is there a strong likelihood that negative profits will be the norm?

Most studies indicate,with respect to the product life cycle in its introductory stage,that the ________ gains the greatest advantage.

One of the chief advantages of using the product life cycle as a forecasting procedure is that product life-cycle patterns have proven to be stable in shape and duration.

To achieve a point-of-parity (POP)on a particular attribute or benefit,a sufficient number of consumers must believe that the brand is "________" on that dimension.

Brands can be differentiated on the basis of many variables;however,four differentiation strategies are emphasized in the text.List and briefly characterize the three differentiation strategies.