Exam 10: Crafting the Brand Position

The maturity stage of the product life cycle can be divided into three distinct phases. If the absolute level of sales starts to decline and customers begin switching to other products, the marketing manager will most likely find that the product is in the ________ phase of the maturity stage.

If an organization chooses "harvesting" as a decline stage PLC strategy, the first step in using such a strategy would likely be to

It is not uncommon for a brand to identify more than one actual or potential competitive frame of reference. List what Starbucks could define as very distinct set of competitors, and suggest what possible POPs and PODs as a result.

Which of the following product lifecycle stages is characterized as being one where a rapid climb in sales occurs, new product features are introduced by new competitors, and distribution is expanded?

A starting point in defining a competitive frame of reference for a brand positioning is to determine ________the products or sets of products with which a brand competes and which function as close substitutes.

When sales peak, there is a low cost per customer, profits are high, and the marketing manager attempts to maximize profit while defending market share, the product is most likely in the ________ stage of the product life cycle (PLC).

As a marketing manager, it has become necessary for you to understand the two factors that make up sales volume so long-term planning can be accomplished. What are those two factors?

There are three consumer desirability criteria for PODs (points-of-difference): price, value, and respectability.

Increased competition in the Decline stage causes profits to stabilize.

When a firm uses a "harvesting" strategy in the decline stage of the product life cycle, it maintains the firm's investment level until the uncertainties about the industry are resolved.

When Folger's created its AromaSeal canisters to keep ground beans fresher, it used ________ as a means of modifying its product so additional customers might be attracted to the brand.

It is impossible to convince consumers that the negative relationship between attributes and benefits, if considered differently, can in fact be positive.

Which of the following criteria relates to companies must have the resources and commitment to feasibly and profitably create and maintain the brand association in the minds of consumers?

Companies can achieve competitive advantage through the way they design their distribution channels' coverage, ________, and performance.

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

an example of how a brand can be affiliated with a category in which it does not hold membership.

How has Iams used channel differentiation to compete in the pet food category?

In the maturity stage of the product life cycle, three phases appear to exist: growth, decay, and abandonment.

The goal of positioning is ________.

A good illustration of negatively correlated attributes or benefits is good tasting versus bad tasting.