Exam 9: Crafting the Brand Positioning and Competing Effectively

When "petroleum" companies such as BP sought to recast themselves as "energy" companies,increasing their research into the oil,coal,nuclear,hydroelectric,and chemical industries,these companies were employing a ________ strategy.

The ________ attack attempts to capture a significant share of the consumer market by launching a grand offensive on several fronts.

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

Market challengers are companies that attack the leader and other competitors in an aggressive bid for further market share.

When the total market expands,the ________ usually gains the most.

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

Straddle positions ________.

A job-shop specialist ________.

Describe frontal attack as a general market-challenger attack strategy.

Describe a counterfeiter as a market-follower.

During the maturity stage of a product life cycle,profits stabilize or decline because of increased competition.

A(n)________ is another name for identifying shifts in market segments that are causing gaps to develop,then rushing in to fill the gaps and developing them into strong segments.

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

For a market challenger,attacking ________ is a high risk but potentially high payoff strategy,which also allows it to distance itself from other challengers.

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 ________.

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.This is an example of ________.

Epic Inc.,a firm that produces chairs for offices,uses comparative advertising to inform the consumers that its products offer the same features and quality as the competitor's.This is an example of a(n)________ attack.

Which three groups of customers can help expand a firm's market demand?

The nicher achieves high sales volume,whereas the mass marketer achieves high margin.

Your marketing manager has asked you to develop a new customer strategy for your company.Additionally,you have been asked to develop,specifically,a market-penetration strategy to assist in gaining new customers.Describe a market-penetration strategy in this context.