Question 1

Sally's is a boutique bakery that specializes in cupcakes. Give some methods by which Sally's can position itself without spending a lot on promotions.

Accepted Answer

Student answers may vary.
Because small

Question 2

Positioning is the act of designing the company's offering and image to occupy a distinctive place in the minds of the target market.

Accepted Answer

A) True 
 B)False

Question 3

If Barry compares his organization's products to those of leaders in the field, then he is conveying category membership by "comparing to exemplars".

Accepted Answer

A) True 
 B)False

Question 4

Companies cannot achieve differentiation by differentiating their channels, as this is not the purpose of a distribution channel.

Accepted Answer

A) True 
 B)False

Question 5

A good positioning should contain points-of-difference and points-of-parity that have rational but not emotional components.

Accepted Answer

A) True 
 B)False

Question 6

Category points-of-parity are unique to a brand.

Accepted Answer

A) True 
 B)False

Question 7

Consumers might not consider a hand sanitizer truly a hand sanitizer unless they are gels designed to apply topically, contain alcohol that kills the germs present on the skin, and developed for use after washing hands or for those times when soap and water are not available. These service elements are considered ________.

Accepted Answer

A)  competitive points-of-difference 
B)  competitive points-of-parity 
C)  category points-of-difference 
D)  category points-of-parity 
E)  conceptual points-of-parity 
A)  competitive points-of-difference 
B)  competitive points-of-parity 
C)  category points-of-difference 
D)  category points-of-parity 
E)  conceptual points-of-parity

Question 8

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

Accepted Answer

A) True 
 B)False

Question 9

A marketer that wants to anchor a point-of-difference for Dove soap on brand benefits might emphasize which of the following?

Accepted Answer

A)  the soap is one-quarter cleansing cream 
B)  Dove products include bar soaps and shampoos 
C)  Dove soap helps users have softer skin 
D)  the soap brand has global presence 
E)  the brand has recently launched soap for men 
A)  the soap is one-quarter cleansing cream 
B)  Dove products include bar soaps and shampoos 
C)  Dove soap helps users have softer skin 
D)  the soap brand has global presence 
E)  the brand has recently launched soap for men

Question 10

________ are short, three- to five-word phrases that capture the irrefutable essence or spirit of the brand positioning and ensure that the company's own employees understand what the brand represents.

Accepted Answer

A)  Brand mantras 
B)  Brand symbols 
C)  Brand logos 
D)  Brand alliances 
E)  Brand extensions 
A)  Brand mantras 
B)  Brand symbols 
C)  Brand logos 
D)  Brand alliances 
E)  Brand extensions

Question 11

The competitive frame of reference defines which other brands a brand competes with.

Accepted Answer

A) True 
 B)False

Question 12

The product descriptor that follows the brand name is often a concise means of conveying category origin.

Accepted Answer

A) True 
 B)False

Question 13

Nivea became the leader in the skin cream class on the "gentle", "protective" and "caring" platform. The company further moved into classes such as deodorants, shampoos and cosmetics. Attributes like gentle and caring were of no value unless consumers believed that its deodorant was strong enough, its shampoo would cleanse and its cosmetics would be colorful enough. This is an example of ________.

Accepted Answer

A)  competitive points-of-parity 
B)  competitive points-of-difference 
C)  category points-of-parity 
D)  category points-of-difference 
E)  competitive points-of-presence 
A)  competitive points-of-parity 
B)  competitive points-of-difference 
C)  category points-of-parity 
D)  category points-of-difference 
E)  competitive points-of-presence

Question 14

Which of the following statements about blue ocean thinking is true?

Accepted Answer

A)  It involves designing creative business ventures to positively affect both a company's cost structure and its value proposition to consumers. 
B)  In blue ocean thinking, industry boundaries are defined and accepted, and the competitive rules of the game are known. 
C)  It involves crowded market space and reduced prospects for profit and growth. 
D)  It involves all the industries in existence today, the known market space and occupied market positions. 
E)  In blue ocean thinking, value to consumers comes from reintroducing factors the industry has previously offered. 
A)  It involves designing creative business ventures to positively affect both a company's cost structure and its value proposition to consumers. 
B)  In blue ocean thinking, industry boundaries are defined and accepted, and the competitive rules of the game are known. 
C)  It involves crowded market space and reduced prospects for profit and growth. 
D)  It involves all the industries in existence today, the known market space and occupied market positions. 
E)  In blue ocean thinking, value to consumers comes from reintroducing factors the industry has previously offered.

Question 15

BMW positioned itself as the only automobile that offered both luxury and performance. At that time, consumers saw U.S. luxury cars as lacking performance. It was able to achieve a point-of-difference on performance and a point-of-parity on luxury with respect to U.S. luxury cars like Cadillac. This is an example of ________.

Accepted Answer

A)  straddle positioning 
B)  category-based positioning 
C)  need-based positioning 
D)  noncomparitive positioning 
E)  price-quality positioning 
A)  straddle positioning 
B)  category-based positioning 
C)  need-based positioning 
D)  noncomparitive positioning 
E)  price-quality positioning

Question 16

A supplier creates better information systems, and introduces bar coding, mixed pallets, and other methods of helping the consumer. The supplier is most likely to be differentiated on its ________.

Accepted Answer

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

Question 17

Industrial tools claiming to have durability, and antacids announcing their efficacy convey a brand's category membership by ________.

Accepted Answer

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

Question 18

Occasionally, a company will be able to straddle two frames of reference with one set of points-of-difference and points-of-parity.

Accepted Answer

A) True 
 B)False

Question 19

Which element of a brand story framework do Randall Ringer and Michael Thibodeau relate to the time, place, and context of the brand story?

Accepted Answer

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

Question 20

Define a brand mantra and provide an example of a brand mantra.

Accepted Answer

Student answers may vary.
A brand mantra

Sally's is a boutique bakery that specializes in cupcakes. Give some methods by which Sally's can position itself without spending a lot on promotions.

Positioning is the act of designing the company's offering and image to occupy a distinctive place in the minds of the target market.

If Barry compares his organization's products to those of leaders in the field, then he is conveying category membership by "comparing to exemplars".

Companies cannot achieve differentiation by differentiating their channels, as this is not the purpose of a distribution channel.

A good positioning should contain points-of-difference and points-of-parity that have rational but not emotional components.

Category points-of-parity are unique to a brand.

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

A marketer that wants to anchor a point-of-difference for Dove soap on brand benefits might emphasize which of the following?

________ are short, three- to five-word phrases that capture the irrefutable essence or spirit of the brand positioning and ensure that the company's own employees understand what the brand represents.

The competitive frame of reference defines which other brands a brand competes with.

The product descriptor that follows the brand name is often a concise means of conveying category origin.

Which of the following statements about blue ocean thinking is true?

A supplier creates better information systems, and introduces bar coding, mixed pallets, and other methods of helping the consumer. The supplier is most likely to be differentiated on its ________.

Industrial tools claiming to have durability, and antacids announcing their efficacy convey a brand's category membership by ________.

Occasionally, a company will be able to straddle two frames of reference with one set of points-of-difference and points-of-parity.

Which element of a brand story framework do Randall Ringer and Michael Thibodeau relate to the time, place, and context of the brand story?

Define a brand mantra and provide an example of a brand mantra.

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

Filters

Exam 10: Crafting the Brand Positioning

Sally's is a boutique bakery that specializes in cupcakes. Give some methods by which Sally's can position itself without spending a lot on promotions.

Positioning is the act of designing the company's offering and image to occupy a distinctive place in the minds of the target market.

If Barry compares his organization's products to those of leaders in the field, then he is conveying category membership by "comparing to exemplars".

Companies cannot achieve differentiation by differentiating their channels, as this is not the purpose of a distribution channel.

A good positioning should contain points-of-difference and points-of-parity that have rational but not emotional components.

Category points-of-parity are unique to a brand.

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

A marketer that wants to anchor a point-of-difference for Dove soap on brand benefits might emphasize which of the following?

________ are short, three- to five-word phrases that capture the irrefutable essence or spirit of the brand positioning and ensure that the company's own employees understand what the brand represents.

The competitive frame of reference defines which other brands a brand competes with.

The product descriptor that follows the brand name is often a concise means of conveying category origin.

Which of the following statements about blue ocean thinking is true?

A supplier creates better information systems, and introduces bar coding, mixed pallets, and other methods of helping the consumer. The supplier is most likely to be differentiated on its ________.

Industrial tools claiming to have durability, and antacids announcing their efficacy convey a brand's category membership by ________.

Occasionally, a company will be able to straddle two frames of reference with one set of points-of-difference and points-of-parity.

Which element of a brand story framework do Randall Ringer and Michael Thibodeau relate to the time, place, and context of the brand story?

Define a brand mantra and provide an example of a brand mantra.

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

Filters