Exam 9: Crafting the Brand Positioning and Competing Effectively

Appy Juices,a company that manufactures bottled water,diversified into soft drinks before any of its opponents could launch a diversified product.This would be an example of a(n)________ attack.

________ is a distribution strategy that can be effectively used during the growth stage of the product life cycle.

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?

The ________ has the largest market share and usually shows the way to other firms in price changes,new-product introductions,distribution coverage,and promotional intensity.

An anticipative marketer finds a stated need and fills it.

What is a guerilla attack?

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 ________.

As a market-follower strategy,an imitator duplicates the leader's product and packages and sells it on the black market or through disreputable dealers.

As a market follower,the ________ may choose to sell to different markets,but often it grows into a future challenger.

An alternate way to increase sales volume is to expand the number of users.This can be done by ________.

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

After a couple of years of successful business,an experimental theatre company based in Aurora is unable to sell tickets for its theatre shows.They have been using profits from previous shows to run the business.The company is in the ________ phase of its life cycle.

An inventor is the first to develop a working model while a product pioneer is the first to develop patents in a new-product category.

A market leader on the look out for more usage from existing customers should focus on increasing the frequency of consumption and ________.

A company is more likely to be hurt by current competitors than by emerging competitors or new technologies.

Which of the following is an example of services differentiation?

________ are attributes or benefits that consumers view as essential to a legitimate and credible offering within a certain product or service class.

If you were asked to develop a mobile defense for your products that are likely to come under attack from a market challenger,what would you suggest?

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

An alternate way to increase sales volume is to expand the number of users by having them consume more of the product on each occasion.