Exam 10: Crafting the Brand Positioning

Points-of-parity are 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.

The profit curve for most product life cycles peaks during the growth stage of the life cycle.

Associations that make up points-of-difference are based exclusively on product features.

As a marketing manager,you have the following facts about your product offering presented to you: (1)There is a slowdown in sales growth; (2)profits are stabilized; (3)competition has increased;and, (4)both profits and sales are likely to peak soon.Given these facts,what stage of the product life cycle is your product most likely in?

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

________ do not normally survive (as a special category product life cycle)because they do not normally satisfy a strong need.

Marketing programs can be modified to stimulate sales.Which of the following forms of marketing program modification might seek to speed delivery or extend more credit?

For a point-of-difference to possess ________,target consumers must find it unique and superior.

When Vlasic created a cucumber 10 times larger than the traditional pickle cucumber (e.g. ,Hamburger Stackers),it used ________ as a means of modifying its product so additional customers might be attracted to the brand.

Assume that you are in a position to develop your organization's points-of-difference for an upcoming promotional campaign.Which of the following sets of consumer desirability criteria would best fit your promotional task?