Exam 10: Crafting the Brand Positioning

A starting point in defining a competitive frame of reference for a brand positioning is to determine category membership.How would you define category membership?

When BMW created ________ with its "luxury and performance" approach,it was able to maximize both attributes and benefits.

According to ideas found in the concept of market evolution,as market growth slows down,the market splits into finer segments and high market consolidation occurs.

Market fragmentation is often followed by a market consolidation,caused by the emergence of a new attribute that has strong appeal.

Points-of-parity come in two basic forms: category and competitive.

In the decline phase of the product life cycle,if a firm "milks" the firm's investment to recover cash quickly,it is using a strategy called ________.

Identify the weaknesses of the product life-cycle concept that you should keep in mind as an aspiring marketing manager.

Pioneers who start markets through incremental innovation have much higher survival rates than those who start a market with a really new product.

The energy-bar market created by PowerBar ultimately split into a variety of subcategories,including those directed at specific segments and some possessing specific attributes.This is an example of ________.

Marketers must decide at which level to anchor the brand's points-of-differences.At the lowest level are ________.For example,Dove soap can talk about the fact that it is one-quarter cleansing cream.

In the product life cycle,growth is a stage of rapid market acceptance and substantial profit improvement.

A ________ should follow the form: To (target group and need),our (brand)is (the concept)that (what the point-of-difference is or does).

Customers must see any competitive advantage as a customer advantage.

A product such as nylon (e.g. ,numerous uses-parachutes,hosiery,shirts,carpeting,et cetera)has been characterized as having a ________ pattern to its product lifecycle.

During the ________ phase of market evolution,if a new product sells well,new firms enter the market.

As an entrepreneur you have decided to launch two products simultaneously to capture two different parts of the market.You are employing a(n)________.

Which of the following terms is most closely associated with the following statement: "attributes or benefits consumers strongly associate with a brand,positively evaluate,and believe that they could not find to the same extent with a competitive brand"?

A good advertising strategy to use in the maturity stage of the product life cycle would be to stress brand differences and benefits.

Most studies indicate that the market pioneer gains the greatest advantage in the marketplace.What are the sources of the pioneer's advantage?

One common difficulty in creating a strong,competitive brand positioning is that many of the attributes or benefits that make up the points-of-parity and points-of-difference are ________.