Question 1

________ is a company's ability to perform in one or more ways that competitors cannot or will not match.

Accepted Answer

A)  Brand positioning 
B)  Market research 
C)  Competitive advantage 
D)  Competitor analysis 
E)  Competitive intelligence 
A)  Brand positioning 
B)  Market research 
C)  Competitive advantage 
D)  Competitor analysis 
E)  Competitive intelligence

Question 2

The typical approach to positioning is to inform consumers of a brand's category membership before stating its ________,

Accepted Answer

A)  point-of-parity 
B)  point-of-difference 
C)  point-of-conflict 
D)  point-of-weakness 
E)  point-of-presence 
A)  point-of-parity 
B)  point-of-difference 
C)  point-of-conflict 
D)  point-of-weakness 
E)  point-of-presence

Question 3

Belling is a chain of coffee shops. Give an example of a category point-of-parity and a competitive point-of-parity for the company.

Accepted Answer

Student answers may vary.
A ca

Question 4

The result of positioning is the successful creation of an employee-focused value proposition.

Accepted Answer

A) True 
 B)False

Question 5

Belling is a chain of coffee shops. List possible competitors first from an industry point of view and then from the market point of view.

Accepted Answer

Student answers may vary.
From an indust

Question 6

Suppliers who are dependable in their on-time delivery, order completeness, and order-cycle time are most likely to be differentiated based on ________.

Accepted Answer

A)  resilience 
B)  innovativeness 
C)  insensitivity 
D)  reliability 
E)  expertise 
A)  resilience 
B)  innovativeness 
C)  insensitivity 
D)  reliability 
E)  expertise

Question 7

The goal of positioning is ________.

Accepted Answer

A)  to locate the brand in the minds of consumers to maximize the potential benefit to the firm 
B)  to discover the different needs and groups existing in the marketplace 
C)  to target those customers marketers can satisfy in a superior way 
D)  to collect information about competitors that will directly influence the firms' strategy 
E)  to help the firm anticipate what the actions of its competitors will be 
A)  to locate the brand in the minds of consumers to maximize the potential benefit to the firm 
B)  to discover the different needs and groups existing in the marketplace 
C)  to target those customers marketers can satisfy in a superior way 
D)  to collect information about competitors that will directly influence the firms' strategy 
E)  to help the firm anticipate what the actions of its competitors will be

Question 8

Competitive advantage is a company's ability to perform in one or more ways that competitors cannot or will not match.

Accepted Answer

A) True 
 B)False

Question 9

Belling wants to analyze the threats posed by its competitors. Which three variables must it monitor to achieve this?

Accepted Answer

To analyze the threats posed b

Question 10

Which of the following statements about the branding guidelines for a small business is true?

Accepted Answer

A)  A small business must creatively conduct low-cost marketing research. 
B)  A small business must avoid leveraging secondary brand associations. 
C)  A small business must separate the well-integrated brand elements to enhance both brand awareness and brand image. 
D)  A small business must disintegrate the brand elements to maximize the contribution of each of the three main sets of brand equity drivers. 
E)  A small business must focus on building more than two strong brands based on a number of associations. 
A)  A small business must creatively conduct low-cost marketing research. 
B)  A small business must avoid leveraging secondary brand associations. 
C)  A small business must separate the well-integrated brand elements to enhance both brand awareness and brand image. 
D)  A small business must disintegrate the brand elements to maximize the contribution of each of the three main sets of brand equity drivers. 
E)  A small business must focus on building more than two strong brands based on a number of associations.

Question 11

Small businesses must focus on building one or two strong brands based on one or two key associations.

Accepted Answer

A) True 
 B)False

Question 12

The industry concept of competition reveals a broader set of actual and potential competitors than competition defined in just the market concept.

Accepted Answer

A) True 
 B)False

Question 13

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

Accepted Answer

A) True 
 B)False

Question 14

All marketing strategy is built on STP segmentation, targeting, and ________.

Accepted Answer

A)  positioning 
B)  product 
C)  planning 
D)  promotion 
E)  performance 
A)  positioning 
B)  product 
C)  planning 
D)  promotion 
E)  performance

Question 15

A(n)________ is a group of firms offering a product or class of products that are close substitutes for one another.

Accepted Answer

A)  community 
B)  task force 
C)  industry 
D)  focus group 
E)  umbrella brand 
A)  community 
B)  task force 
C)  industry 
D)  focus group 
E)  umbrella brand

Question 16

What are the requirements for deciding on a positioning strategy?

Accepted Answer

Positioning requires that marketers defi

Question 17

Brands are never affiliated with categories in which they do not hold membership.

Accepted Answer

A) True 
 B)False

Question 18

For brands in more stable categories where extensions into more distinct categories are less likely to occur, the brand mantra may focus more exclusively on ________.

Accepted Answer

A)  points-of-difference 
B)  points-of-presence 
C)  points-of-inflection 
D)  points-of-parity 
E)  points-of-conflict 
A)  points-of-difference 
B)  points-of-presence 
C)  points-of-inflection 
D)  points-of-parity 
E)  points-of-conflict

Question 19

How does a loyal brand community support the positioning and branding of a small business? Provide an example to support your explanation.

Accepted Answer

Student answers may vary.
Creating a vib

Question 20

With the help of an example, explain straddle positioning.

Accepted Answer

Occasionally, a company will be able to

Exam 10: Crafting the Brand Positioning

________ is a company's ability to perform in one or more ways that competitors cannot or will not match.

The typical approach to positioning is to inform consumers of a brand's category membership before stating its ________,

Belling is a chain of coffee shops. Give an example of a category point-of-parity and a competitive point-of-parity for the company.

The result of positioning is the successful creation of an employee-focused value proposition.

Belling is a chain of coffee shops. List possible competitors first from an industry point of view and then from the market point of view.

Suppliers who are dependable in their on-time delivery, order completeness, and order-cycle time are most likely to be differentiated based on ________.

The goal of positioning is ________.

Competitive advantage is a company's ability to perform in one or more ways that competitors cannot or will not match.

Belling wants to analyze the threats posed by its competitors. Which three variables must it monitor to achieve this?

Which of the following statements about the branding guidelines for a small business is true?

Small businesses must focus on building one or two strong brands based on one or two key associations.

The industry concept of competition reveals a broader set of actual and potential competitors than competition defined in just the market concept.

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

All marketing strategy is built on STP segmentation, targeting, and ________.

A(n)________ is a group of firms offering a product or class of products that are close substitutes for one another.

What are the requirements for deciding on a positioning strategy?

Brands are never affiliated with categories in which they do not hold membership.

For brands in more stable categories where extensions into more distinct categories are less likely to occur, the brand mantra may focus more exclusively on ________.

How does a loyal brand community support the positioning and branding of a small business? Provide an example to support your explanation.

With the help of an example, explain straddle positioning.

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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