Question 1

The obvious means of differentiation,and often most compelling to consumers,relate to aspects of the product and service.

Accepted Answer

A) True 
 B)False

Question 2

Most studies indicate that the market pioneer gains the greatest advantage in the marketplace.What are the sources of the pioneer's advantage

Accepted Answer

Early users will recall the pioneer's br

Question 3

In the decline phase of the product life cycle,if a firm "milks" the firm's investment to recover cash quickly,it is using a strategy called ________.

Accepted Answer

A)  positioning 
B)  reverse engineering 
C)  psychological divestment 
D)  harvesting 
E)  abandonment 
A)  positioning 
B)  reverse engineering 
C)  psychological divestment 
D)  harvesting 
E)  abandonment

Question 4

All marketing strategy is built on STP-segmentation,targeting,and ________.

Accepted Answer

A)  positioning 
B)  product 
C)  planning 
D)  promotion 
E)  performance 
A)  positioning 
B)  product 
C)  planning 
D)  promotion 
E)  performance

Question 5

Which of the following desirability 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)  feasibility 
B)  communicability 
C)  sustainability 
D)  knowledgeable 
E)  value orientation 
A)  feasibility 
B)  communicability 
C)  sustainability 
D)  knowledgeable 
E)  value orientation

Question 6

Most product life cycles are portrayed as a scalloped shaped curve.

Accepted Answer

A) True 
 B)False

Question 7

Delivering on promises made in points-of-difference is very important in successful marketing.There are three deliverability criteria stressed in the text with respect to PODs.What are those three criteria

Accepted Answer

The three criteria a

Question 8

Experience has shown marketing managers that a product's sales can be stimulated by modifying the product's characteristics in one of three ways.What are those three ways of making improvement in the product's characteristics

Accepted Answer

According to information provi

Question 9

The sales curve for most product life cycles peaks during the maturity stage of the life cycle.

Accepted Answer

A) True 
 B)False

Question 10

To say that a product has a life cycle is to assert all of the following EXCEPT ________.

Accepted Answer

A)  products have a limited life 
B)  product sales pass through distinct stages, each posing different challenges, opportunities, and problems to the seller 
C)  products all basically exhibit cycle-recycle growth patterns 
D)  profits rise and fall at different stages of the product life cycle 
E)  products require different marketing, financial, manufacturing, purchasing, and human resource strategies in each life-cycle stage 
A)  products have a limited life 
B)  product sales pass through distinct stages, each posing different challenges, opportunities, and problems to the seller 
C)  products all basically exhibit cycle-recycle growth patterns 
D)  profits rise and fall at different stages of the product life cycle 
E)  products require different marketing, financial, manufacturing, purchasing, and human resource strategies in each life-cycle stage

Question 11

A good advertising strategy to use in the maturity stage of the product life cycle would be to stress brand differences and benefits.

Accepted Answer

A) True 
 B)False

Question 12

Identify the weaknesses of the product life-cycle concept that you should keep in mind as an aspiring marketing manager.

Accepted Answer

Criticisms are: (1)Life cycle patterns a

Question 13

Category membership is seen as the products or sets of products with which a brand competes and which function as close substitutes.

Accepted Answer

A) True 
 B)False

Question 14

A good pricing strategy to use in the introduction stage of the product life cycle is to charge cost-plus.

Accepted Answer

A) True 
 B)False

Question 15

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

Accepted Answer

A) True 
 B)False

Question 16

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

Accepted Answer

A) True 
 B)False

Question 17

With respect to product life cycles,a style can last for generations and go in and out of vogue.

Accepted Answer

A) True 
 B)False

Question 18

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.

Accepted Answer

A)  functional membership 
B)  competitive field 
C)  category membership 
D)  value membership 
E)  demand field 
A)  functional membership 
B)  competitive field 
C)  category membership 
D)  value membership 
E)  demand field

Question 19

________ are typically the least desirable level to position a brand's points-of-difference,in part because competitors can easily copy them.

Accepted Answer

A)  Benefits 
B)  Attitudes 
C)  Values 
D)  Attributes 
E)  Messages 
A)  Benefits 
B)  Attitudes 
C)  Values 
D)  Attributes 
E)  Messages

Question 20

One of the shortest stages in the product life cycle is the maturity stage because of the marketing manager's desire to keep the product in its growth stage.

Accepted Answer

A) True 
 B)False

Exam 10: Crafting the Brand Positioning

The obvious means of differentiation,and often most compelling to consumers,relate to aspects of the product and service.

Most studies indicate that the market pioneer gains the greatest advantage in the marketplace.What are the sources of the pioneer's advantage

In the decline phase of the product life cycle,if a firm "milks" the firm's investment to recover cash quickly,it is using a strategy called ________.

All marketing strategy is built on STP-segmentation,targeting,and ________.

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

Most product life cycles are portrayed as a scalloped shaped curve.

Delivering on promises made in points-of-difference is very important in successful marketing.There are three deliverability criteria stressed in the text with respect to PODs.What are those three criteria

Experience has shown marketing managers that a product's sales can be stimulated by modifying the product's characteristics in one of three ways.What are those three ways of making improvement in the product's characteristics

The sales curve for most product life cycles peaks during the maturity stage of the life cycle.

To say that a product has a life cycle is to assert all of the following EXCEPT ________.

A good advertising strategy to use in the maturity stage of the product life cycle would be to stress brand differences and benefits.

Identify the weaknesses of the product life-cycle concept that you should keep in mind as an aspiring marketing manager.

Category membership is seen as the products or sets of products with which a brand competes and which function as close substitutes.

A good pricing strategy to use in the introduction stage of the product life cycle is to charge cost-plus.

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

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

With respect to product life cycles,a style can last for generations and go in and out of vogue.

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.

________ are typically the least desirable level to position a brand's points-of-difference,in part because competitors can easily copy them.

One of the shortest stages in the product life cycle is the maturity stage because of the marketing manager's desire to keep the product in its growth stage.

Defining Marketing for the 21st Century

Developing Marketing Strategies and Plans

Gathering Information and Scanning the Environment

Conducting Marketing Research and Forecasting Demand

Creating Customer Value, Satisfaction, and Loyalty

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Creating Brand Equity

Dealing with Competition

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing

Managing Retailing, Wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications:

Managing Personal Communications:

Introducing New Market Offerings

Tapping into Global Markets

Managing a Holistic Marketing Organization

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