Question 1

Name and briefly explain three less-structured alternatives to competitive brand positioning.

Accepted Answer

Three alternatives to competitive brandi

Question 2

Narrative branding is based on deep metaphors that connect to people's memories, associations, and stories.

Accepted Answer

A) True 
 B)False

Question 3

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 ________.

Accepted Answer

A)  negatively correlated 
B)  always correlated 
C)  directly proportional 
D)  never correlated 
E)  positively correlated 
A)  negatively correlated 
B)  always correlated 
C)  directly proportional 
D)  never correlated 
E)  positively correlated

Question 4

Which of the following best describes a car company's value proposition?

Accepted Answer

A)  We charge a 20% premium on our cars. 
B)  We target safety-conscious upscale families. 
C)  We sell the safest, most durable wagon. 
D)  We are the market leader in the small car category. 
E)  We focus on expanding in faster-growing markets. 
A)  We charge a 20% premium on our cars. 
B)  We target safety-conscious upscale families. 
C)  We sell the safest, most durable wagon. 
D)  We are the market leader in the small car category. 
E)  We focus on expanding in faster-growing markets.

Question 5

Category membership is seen as the products which function as close substitutes of a brand.

Accepted Answer

A) True 
 B)False

Question 6

To analyze its competitors, a company needs to gather information about both the real and the perceived strengths and weaknesses of each competitor.

Accepted Answer

A) True 
 B)False

Question 7

The three criteria that determine whether a brand association can truly function as a point-of-difference are ________.

Accepted Answer

A)  comparability, authenticity, deliverability 
B)  desirability, peculiarity, deliverability 
C)  deviance, peculiarity, deformity 
D)  desirability, deliverability, differentiability 
E)  differentiability, authenticity, desirability 
A)  comparability, authenticity, deliverability 
B)  desirability, peculiarity, deliverability 
C)  deviance, peculiarity, deformity 
D)  desirability, deliverability, differentiability 
E)  differentiability, authenticity, desirability

Question 8

Marketers typically focus on ________ in choosing the points-of-parity and points-of-difference
That make up their brand positioning.

Accepted Answer

A)  brand equity 
B)  brand awareness 
C)  brand benefits 
D)  brand architecture 
E)  brand extensions 
A)  brand equity 
B)  brand awareness 
C)  brand benefits 
D)  brand architecture 
E)  brand extensions

Question 9

While creating a loyal brand community is useful for large companies, it is not cost-effective for small firms.

Accepted Answer

A) True 
 B)False

Question 10

Category points-of-parity are associations designed to overcome perceived weaknesses of the brand.

Accepted Answer

A) True 
 B)False

Question 11

A well-known car manufacturing company introduces a new hatchback model by describing its distinctive features and then stressing the speed and safety qualities of the car. Which of the following is the company using to convey its membership in the hatchback segment?

Accepted Answer

A)  announcing category benefits 
B)  comparing to exemplars 
C)  relying on the product descriptor 
D)  using channel differentiation 
E)  maximizing negatively correlated attributes 
A)  announcing category benefits 
B)  comparing to exemplars 
C)  relying on the product descriptor 
D)  using channel differentiation 
E)  maximizing negatively correlated attributes

Question 12

Which of the following is an example of image 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 13

The ________ defines which other brands a brand competes with and therefore which brands should be the focus of competitive analysis.

Accepted Answer

A)  consumer profitability analysis 
B)  competitor indexing 
C)  service blueprint 
D)  competitive frame of reference 
E)  cluster analysis 
A)  consumer profitability analysis 
B)  competitor indexing 
C)  service blueprint 
D)  competitive frame of reference 
E)  cluster analysis

Question 14

Brand mantras must communicate both what a brand is and what it is not.

Accepted Answer

A) True 
 B)False

Question 15

Which of the following ways to conveying a brand's category membership relates to well-known,
Noteworthy brands in a category helping a brand specify its category membership?

Accepted Answer

A)  comparing to exemplars 
B)  communicating deliverability variables 
C)  identifying counter examples 
D)  announcing category benefits 
E)  relying on the product descriptor 
A)  comparing to exemplars 
B)  communicating deliverability variables 
C)  identifying counter examples 
D)  announcing category benefits 
E)  relying on the product descriptor

Question 16

A brand mantra should be ________.

Accepted Answer

A)  original, ambiguous, and straightforward 
B)  unique, complex, and inspirational 
C)  communicative, simple, and inspirational 
D)  competitive, sensitive, and simple 
E)  unique, sensitive, and explanatory 
A)  original, ambiguous, and straightforward 
B)  unique, complex, and inspirational 
C)  communicative, simple, and inspirational 
D)  competitive, sensitive, and simple 
E)  unique, sensitive, and explanatory

Question 17

Which element of a brand story framework do Randall Ringer and Michael Thibodeau relate to the way the narrative logic unfolds over time, including actions, desired experiences, defining events, and the moment of epiphany?

Accepted Answer

A)  language 
B)  pitch 
C)  cast 
D)  setting 
E)  narrative arc 
A)  language 
B)  pitch 
C)  cast 
D)  setting 
E)  narrative arc

Question 18

How does a company differentiate its market offerings using employee differentiation? Provide an example of a company using employee differentiation.

Accepted Answer

Student answers may vary.
A company diff

Question 19

A competitive point-of-parity negates competitors' perceived points-of-difference.

Accepted Answer

A) True 
 B)False

Question 20

Category points-of-parity may change over time due to technological advances, legal developments, or consumer trends.

Accepted Answer

A) True 
 B)False

Exam 10: Crafting the Brand Positioning

Name and briefly explain three less-structured alternatives to competitive brand positioning.

Narrative branding is based on deep metaphors that connect to people's memories, associations, and stories.

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 ________.

Which of the following best describes a car company's value proposition?

Category membership is seen as the products which function as close substitutes of a brand.

To analyze its competitors, a company needs to gather information about both the real and the perceived strengths and weaknesses of each competitor.

The three criteria that determine whether a brand association can truly function as a point-of-difference are ________.

Marketers typically focus on ________ in choosing the points-of-parity and points-of-difference That make up their brand positioning.

While creating a loyal brand community is useful for large companies, it is not cost-effective for small firms.

Category points-of-parity are associations designed to overcome perceived weaknesses of the brand.

A well-known car manufacturing company introduces a new hatchback model by describing its distinctive features and then stressing the speed and safety qualities of the car. Which of the following is the company using to convey its membership in the hatchback segment?

Which of the following is an example of image differentiation?

The ________ defines which other brands a brand competes with and therefore which brands should be the focus of competitive analysis.

Brand mantras must communicate both what a brand is and what it is not.

Which of the following ways to conveying a brand's category membership relates to well-known, Noteworthy brands in a category helping a brand specify its category membership?

A brand mantra should be ________.

Which element of a brand story framework do Randall Ringer and Michael Thibodeau relate to the way the narrative logic unfolds over time, including actions, desired experiences, defining events, and the moment of epiphany?

How does a company differentiate its market offerings using employee differentiation? Provide an example of a company using employee differentiation.

A competitive point-of-parity negates competitors' perceived points-of-difference.

Category points-of-parity may change over time due to technological advances, legal developments, or consumer trends.

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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