Question 1

________ refers to the products or sets of products with which a brand competes and which function as close substitutes.

Accepted Answer

A)  Category membership 
B)  Target audience 
C)  Competitive frame of reference 
D)  Demand field 
E)  Consumer profitability analysis 
A)  Category membership 
B)  Target audience 
C)  Competitive frame of reference 
D)  Demand field 
E)  Consumer profitability analysis

Question 2

Why does a wine label, such as Peller Estates, work hard to develop distinctive images for its brands.

Accepted Answer

Wine is a competitive market and many la

Question 3

The pioneer advantage does not always ensure success in the marketplace. Which of the following is a reason for a market pioneer to be overtaken by later entrants?

Accepted Answer

A)  technological leadership 
B)  improperly positioned 
C)  aimed at the middle of the market 
D)  higher rates of repeat purchase 
E)  established the attributes the product class should possess 
A)  technological leadership 
B)  improperly positioned 
C)  aimed at the middle of the market 
D)  higher rates of repeat purchase 
E)  established the attributes the product class should possess

Question 4

Which of the following terms is most closely associated with the following statement: "attributes or benefits consumers strongly associate with a brand, positively evaluate, and believe that they could not find to the same extent with a competitive brand"?

Accepted Answer

A)  points-of-value 
B)  brand concept 
C)  points-of-parity 
D)  points-of-difference 
E)  brand image 
A)  points-of-value 
B)  brand concept 
C)  points-of-parity 
D)  points-of-difference 
E)  brand image

Question 5

To achieve a point-of-parity (POP) on a particular attribute or benefit, a sufficient number of consumers must believe that the brand is "________" on that dimension.

Accepted Answer

A)  service-based 
B)  marginal 
C)  most excellent 
D)  good enough 
E)  neutral 
A)  service-based 
B)  marginal 
C)  most excellent 
D)  good enough 
E)  neutral

Question 6

There are three main ways to convey a brand's category membership. Assume you were an automobile designer for Ford and wished to position a new "sports wagon." Which of the three ways to convey the brand's category membership would be most appropriate for your task?

Accepted Answer

The most appropriate strategy

Question 7

When BMW created a straddle position with its "luxury and performance" approach, it was able to maximize

Accepted Answer

A)  attributes. 
B)  competitive parity. 
C)  benefits. 
D)  its core identity. 
E)  both attributes and benefits. 
A)  attributes. 
B)  competitive parity. 
C)  benefits. 
D)  its core identity. 
E)  both attributes and benefits.

Question 8

The length of a fashion cycle is usually easy to predict.

Accepted Answer

A) True 
 B)False

Question 9

Creativity is also paramount-finding new ways to market new ideas about products to consumers. Please list some specific branding guidelines for small businesses.

Accepted Answer

Guidelines include:creatively conduct lo

Question 10

In order to derive a fresh approach to gaining consumer insights to differentiating products and services, a list of questions that help to identify new, customer-based points of differentiation. By examining customers' entire experience with a product or service the ________ they can uncover positioning opportunities.

Accepted Answer

A)  consumption chain 
B)  brand attributes 
C)  personnel differentiation 
D)  negative correlations 
E)  channel differentiation 
A)  consumption chain 
B)  brand attributes 
C)  personnel differentiation 
D)  negative correlations 
E)  channel differentiation

Question 11

As a marketing manager, you have the following facts about your product offering presented to you: (1) perk sales; (2) low cost per customer; and (3) high profits. Given these facts, what stage of the product life cycle is your product most likely in?

Accepted Answer

Given the facts,your product i

Question 12

There are at least two key consumer desirability criteria for PODs (points-of-difference): relevance, and

Accepted Answer

A)  non-technological. 
B)  presentation style. 
C)  believability. 
D)  information content. 
E)  economy. 
A)  non-technological. 
B)  presentation style. 
C)  believability. 
D)  information content. 
E)  economy.

Question 13

Points-of-parity come in two basic forms: category and competitive.

Accepted Answer

A) True 
 B)False

Question 14

Capital City Savings and Credit Union in Edmonton offers its members the opportunity to seek advice from its auto specialist before shopping for a new or used car. This credit union is positioning their brand through which type of differentiation?

Accepted Answer

A)  expert 
B)  image 
C)  employee 
D)  product 
E)  channel 
A)  expert 
B)  image 
C)  employee 
D)  product 
E)  channel

Question 15

The Trivial Pursuit board game debuted at the International Toy Fair in 1982 and quickly caught on as a fad. How has Parker Brothers managed to extend this fad's life span?

Accepted Answer

A)  by seeking new target audiences 
B)  by creating constant product updates and offshoots 
C)  by retiring the original game format 
D)  by discontinuing the multiple choice format 
E)  by inventing new categories 
A)  by seeking new target audiences 
B)  by creating constant product updates and offshoots 
C)  by retiring the original game format 
D)  by discontinuing the multiple choice format 
E)  by inventing new categories

Question 16

Which of the following statements about brand mantras is true?

Accepted Answer

A)  They guide only major decisions, they have no influence on mundane decisions. 
B)  Their influence does not extend beyond tactical concerns. 
C)  They must economically communicate what the brand is and avoid communicating what it is not. 
D)  They leverage the values of the brand to take the brand into new markets/sectors. 
E)  They can provide guidance about what ad campaigns to run and where and how to sell the brand. 
A)  They guide only major decisions, they have no influence on mundane decisions. 
B)  Their influence does not extend beyond tactical concerns. 
C)  They must economically communicate what the brand is and avoid communicating what it is not. 
D)  They leverage the values of the brand to take the brand into new markets/sectors. 
E)  They can provide guidance about what ad campaigns to run and where and how to sell the brand.

Question 17

The typical approach to positioning is to inform consumers of a brand's membership before stating its point-of-difference.

Accepted Answer

A) True 
 B)False

Question 18

Marketers must decide at which level to anchor the brand's points-of-differences. At the lowest level are ________. For example, Dove soap can talk about the fact that it is one-quarter cleansing cream.

Accepted Answer

A)  brand partitions 
B)  brand attributes 
C)  brand benefits 
D)  brand specifications 
E)  brand values 
A)  brand partitions 
B)  brand attributes 
C)  brand benefits 
D)  brand specifications 
E)  brand values

Question 19

Points-of-parity are attributes or benefits consumers strongly associate with a brand, positively evaluate, and believe that they could not find to the same extent with a competitive brand.

Accepted Answer

A) True 
 B)False

Question 20

Which of the following deliverability criteria asks a question such as "Is the positioning preemptive, defensible, and difficult to attack?" when determining a POD (point-of-difference)?

Accepted Answer

A)  communicability 
B)  feasibility 
C)  sustainability 
D)  value orientation 
E)  knowledgeable 
A)  communicability 
B)  feasibility 
C)  sustainability 
D)  value orientation 
E)  knowledgeable

Exam 10: Crafting the Brand Position

________ refers to the products or sets of products with which a brand competes and which function as close substitutes.

Why does a wine label, such as Peller Estates, work hard to develop distinctive images for its brands.

The pioneer advantage does not always ensure success in the marketplace. Which of the following is a reason for a market pioneer to be overtaken by later entrants?

Which of the following terms is most closely associated with the following statement: "attributes or benefits consumers strongly associate with a brand, positively evaluate, and believe that they could not find to the same extent with a competitive brand"?

To achieve a point-of-parity (POP) on a particular attribute or benefit, a sufficient number of consumers must believe that the brand is "________" on that dimension.

There are three main ways to convey a brand's category membership. Assume you were an automobile designer for Ford and wished to position a new "sports wagon." Which of the three ways to convey the brand's category membership would be most appropriate for your task?

When BMW created a straddle position with its "luxury and performance" approach, it was able to maximize

The length of a fashion cycle is usually easy to predict.

Creativity is also paramount-finding new ways to market new ideas about products to consumers. Please list some specific branding guidelines for small businesses.

As a marketing manager, you have the following facts about your product offering presented to you: (1) perk sales; (2) low cost per customer; and (3) high profits. Given these facts, what stage of the product life cycle is your product most likely in?

There are at least two key consumer desirability criteria for PODs (points-of-difference): relevance, and

Points-of-parity come in two basic forms: category and competitive.

Capital City Savings and Credit Union in Edmonton offers its members the opportunity to seek advice from its auto specialist before shopping for a new or used car. This credit union is positioning their brand through which type of differentiation?

The Trivial Pursuit board game debuted at the International Toy Fair in 1982 and quickly caught on as a fad. How has Parker Brothers managed to extend this fad's life span?

Which of the following statements about brand mantras is true?

The typical approach to positioning is to inform consumers of a brand's membership before stating its point-of-difference.

Marketers must decide at which level to anchor the brand's points-of-differences. At the lowest level are ________. For example, Dove soap can talk about the fact that it is one-quarter cleansing cream.

Points-of-parity are attributes or benefits consumers strongly associate with a brand, positively evaluate, and believe that they could not find to the same extent with a competitive brand.

Which of the following deliverability criteria asks a question such as "Is the positioning preemptive, defensible, and difficult to attack?" when determining a POD (point-of-difference)?

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 Marketing Offerings

Tapping into Global Markets

Managing a Holistic Marketing Organization

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