Exam 10: Crafting the Brand Positioning

The result of positioning is the successful creation of ________, which provides a cogent reason why the target market should buy the product.

Trying to be all things to all people leads to highest-common-denominator positioning, which is typically effective.

Sally's is a boutique bakery that specializes in cupcakes. Give one method by which Sally's can conduct low-cost market research.

Suppliers who are better at handling emergencies, product recalls, and inquiries are most likely to be differentiated based on their ________.

A ________ is a translation of the brand mantra that attempts to creatively engage consumers and others external to the company.

The two basic forms of points-of-parity are ________ and ________.

All marketing strategy is built on segmentation, targeting, and positioning.

________ are defined as companies that satisfy the same customer need.

Points-of-parity are attributes or benefits consumers strongly associate with a brand and believe that they could not find to the same extent with a competitive brand.

________ are visual representations of consumer perceptions and preferences.

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

Which of the following terms is most closely associated with the 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"?

Which of the following traits of a brand's ability to become a lovemark implies empathy, commitment, and passion?

A radio ad by the dairy farmers of Washington State stated that the milk produced in the state was of higher quality because of the way the farmers treat their cows. They said that the difference comes from how comfortable they make their cows. Among others, this differentiation could certainly appeal to animal lovers and those moving toward organic products. This is an example of ________.

Tums claims to have the most acid-reducing components of any antacid. In what way is the brand's category membership being conveyed?

Which element of a brand story framework do Randall Ringer and Michael Thibodeau relate to the authenticating voice, metaphors, symbols, themes, and leitmotifs?

Philip Morris bought Miller brewing and launched low-calorie beer, at a time when consumers had the impression that low-calorie beer does not taste as good as normal beer. What does the company assure by stating that the beer tastes good?

A company which can differentiate itself by designing a better and faster delivery system that provides more effective and efficient solutions to consumers is most likely using ________ differentiation.

The means of differentiation that are often most compelling to consumers relate to aspects of the product and service.

Which of the following types of differentiation refers to companies effectively designing their distribution medium's coverage, expertise, and performance to make buying the product easier and more enjoyable and rewarding?