Question 1

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

Accepted Answer

A)  sustainable advantage 
B)  leverageable advantage 
C)  realistic advantage 
D)  rational advantage 
E)  distinct advantage 
A)  sustainable advantage 
B)  leverageable advantage 
C)  realistic advantage 
D)  rational advantage 
E)  distinct advantage

Question 2

Which of the following is an example of services differentiation?

Accepted Answer

A)  Berry's has an intensive training program for its customer-facing staff, to ensure a consistent service standard. 
B)  The Swan Hotels use a distinctive signature fragrance in all outlets so that customers can associate the fragrance with the hotel. 
C)  JEK's sophisticated customer database allows the company to handle queries and product returns much faster than competitors. 
D)  RTZ shifted its products from supermarket aisles to exclusive stores as it realized that customers were willing to pay more in stores. 
E)  Hayley's found success by allowing buyers to customize the color and some features of its appliances before buying them. 
A)  Berry's has an intensive training program for its customer-facing staff, to ensure a consistent service standard. 
B)  The Swan Hotels use a distinctive signature fragrance in all outlets so that customers can associate the fragrance with the hotel. 
C)  JEK's sophisticated customer database allows the company to handle queries and product returns much faster than competitors. 
D)  RTZ shifted its products from supermarket aisles to exclusive stores as it realized that customers were willing to pay more in stores. 
E)  Hayley's found success by allowing buyers to customize the color and some features of its appliances before buying them.

Question 3

Explain three variables a firm should consider when analyzing potential threats posed by competitors.

Accepted Answer

In general, the firm should monitor thre

Question 4

Positioning requires that marketers define and communicate only the differences between their brand and its competitors.

Accepted Answer

A) True 
 B)False

Question 5

________ are associations designed to overcome perceived weaknesses of the brand.

Accepted Answer

A)  Conceptual points-of-parity 
B)  Category points-of-difference 
C)  Competitive points-of-parity 
D)  Competitive points-of-difference 
E)  Category points-of-parity 
A)  Conceptual points-of-parity 
B)  Category points-of-difference 
C)  Competitive points-of-parity 
D)  Competitive points-of-difference 
E)  Category points-of-parity

Question 6

Subway restaurants are positioned as offering healthy, great-tasting sandwiches. ________ allows the brand to create a point-of-parity (POP)on taste and a point-of-difference (POD)on health with respect to quick-serve restaurants such as McDonald's and Burger King and, at the same time, a POP on health and a POD on taste with respect to health food restaurants and cafés.

Accepted Answer

A)  Category-based positioning 
B)  Need-based positioning 
C)  Noncomparitive positioning 
D)  Straddle positioning 
E)  Price-quality positioning 
A)  Category-based positioning 
B)  Need-based positioning 
C)  Noncomparitive positioning 
D)  Straddle positioning 
E)  Price-quality positioning

Question 7

The purpose of brand mantras is to ensure that employees and external marketing partners understand what the brand is to represent to the customers.

Accepted Answer

A) True 
 B)False

Question 8

Which of the following statements about brand mantras is true?

Accepted Answer

A)  They guide only major decisions, they have no influence on mundane decisions. 
B)  Their influence does not extend beyond tactical concerns. 
C)  They must economically communicate what the brand is and avoid communicating what it is not. 
D)  They can provide guidance about what ad campaigns to run and where and how to sell the brand. 
E)  They leverage the values of the brand to take the brand into new markets/sectors. 
A)  They guide only major decisions, they have no influence on mundane decisions. 
B)  Their influence does not extend beyond tactical concerns. 
C)  They must economically communicate what the brand is and avoid communicating what it is not. 
D)  They can provide guidance about what ad campaigns to run and where and how to sell the brand. 
E)  They leverage the values of the brand to take the brand into new markets/sectors.

Question 9

Sally's is a boutique bakery that specializes in cupcakes. How can Sally's create channel differentiation to stand apart from its competitors?

Accepted Answer

Student answers may vary.
Sally's can mo

Question 10

Which of the following traits of a brand's ability to become a lovemark relates to drawing together stories, metaphors, dreams, and symbols?

Accepted Answer

A)  intimacy 
B)  mystery 
C)  insensitivity 
D)  sensuality 
E)  practicality 
A)  intimacy 
B)  mystery 
C)  insensitivity 
D)  sensuality 
E)  practicality

Question 11

Randall Ringer and Michael Thibodeau see ________ as based on deep metaphors that connect to
People's memories, associations, and stories.

Accepted Answer

A)  cultural branding 
B)  narrative branding 
C)  brand journalism 
D)  emotional branding 
E)  personal branding 
A)  cultural branding 
B)  narrative branding 
C)  brand journalism 
D)  emotional branding 
E)  personal branding

Question 12

A good illustration of negatively correlated attributes or benefits is good taste versus bad taste.

Accepted Answer

A) True 
 B)False

Question 13

Straddle positioning refers to a brand using different positioning with different categories of competitors.

Accepted Answer

A) True 
 B)False

Question 14

Which of the following criteria relates to consumers seeing the brand association as distinctive and superior to relevant competitors?

Accepted Answer

A)  desirability 
B)  differentiability 
C)  believability 
D)  deliverability 
E)  deviance 
A)  desirability 
B)  differentiability 
C)  believability 
D)  deliverability 
E)  deviance

Question 15

Randall Ringer and Michael Thibodeau see narrative branding as based on deep metaphors that connect to people's memories, associations, and stories. Briefly describe their framework for a brand story.

Accepted Answer

Based on literary convention and brand e

Question 16

Which of the following traits of a brand's ability to become a lovemark keeps the five senses of sight, hearing, smell, touch, and taste on constant alert for new textures, intriguing scents and tastes, music, and other such stimuli?

Accepted Answer

A)  sensuality 
B)  intimacy 
C)  mystery 
D)  practicality 
E)  sensitivity 
A)  sensuality 
B)  intimacy 
C)  mystery 
D)  practicality 
E)  sensitivity

Question 17

________ refers to the products or sets of products with which a brand competes and which function as close substitutes.

Accepted Answer

A)  Consumer profitability analysis 
B)  Competitive frame of reference 
C)  Category membership 
D)  Value membership 
E)  Demand field 
A)  Consumer profitability analysis 
B)  Competitive frame of reference 
C)  Category membership 
D)  Value membership 
E)  Demand field

Question 18

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

Accepted Answer

Points-of-difference (PODs) are attribut

Question 19

Brand mantras are typically designed to capture the brand's points-of-parity, that is, what is unique about the brand.

Accepted Answer

A) True 
 B)False

Question 20

There are situations in which consumers know a brand's category membership but may not be convinced the brand is a valid member of the category.

Accepted Answer

A) True 
 B)False

Exam 10: Crafting the Brand Positioning

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

Which of the following is an example of services differentiation?

Explain three variables a firm should consider when analyzing potential threats posed by competitors.

Positioning requires that marketers define and communicate only the differences between their brand and its competitors.

________ are associations designed to overcome perceived weaknesses of the brand.

The purpose of brand mantras is to ensure that employees and external marketing partners understand what the brand is to represent to the customers.

Which of the following statements about brand mantras is true?

Sally's is a boutique bakery that specializes in cupcakes. How can Sally's create channel differentiation to stand apart from its competitors?

Which of the following traits of a brand's ability to become a lovemark relates to drawing together stories, metaphors, dreams, and symbols?

Randall Ringer and Michael Thibodeau see ________ as based on deep metaphors that connect to People's memories, associations, and stories.

A good illustration of negatively correlated attributes or benefits is good taste versus bad taste.

Straddle positioning refers to a brand using different positioning with different categories of competitors.

Which of the following criteria relates to consumers seeing the brand association as distinctive and superior to relevant competitors?

Randall Ringer and Michael Thibodeau see narrative branding as based on deep metaphors that connect to people's memories, associations, and stories. Briefly describe their framework for a brand story.

Which of the following traits of a brand's ability to become a lovemark keeps the five senses of sight, hearing, smell, touch, and taste on constant alert for new textures, intriguing scents and tastes, music, and other such stimuli?

________ refers to the products or sets of products with which a brand competes and which function as close substitutes.

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

Brand mantras are typically designed to capture the brand's points-of-parity, that is, what is unique about the brand.

There are situations in which consumers know a brand's category membership but may not be convinced the brand is a valid member of the category.

Defining Marketing for the 21st Century

Developing Marketing Strategies and Plans

Collecting Information and Forecasting Demand

Conducting Marketing Research

Creating Long-Term Loyalty Relationships

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Creating Brand Equity

Competitive Dynamics

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing Channels

Managing Retailing, Wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling

Introducing New Market Offerings

Tapping into Global Markets

Managing a Holistic Marketing Organization for the Long Run

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