Question 1

The length of a fashion cycle is often hard for industry analysts to predict.Explain why this is true.

Accepted Answer

One point of view is that fashions end b

Question 2

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).

Accepted Answer

A)  introduction 
B)  prepioneering 
C)  growth 
D)  maturity 
E)  decline 
A)  introduction 
B)  prepioneering 
C)  growth 
D)  maturity 
E)  decline

Question 3

The pioneer advantage does not always ensure success in the marketplace.All of the following are reasons cited by the text that a market pioneer's product might not be successful EXCEPT ________.

Accepted Answer

A)  the new product was too crude 
B)  the new product was improperly positioned 
C)  the new product appeared when there was strong demand 
D)  the product-development costs exhausted the innovator's resources 
E)  managerial incompetence 
A)  the new product was too crude 
B)  the new product was improperly positioned 
C)  the new product appeared when there was strong demand 
D)  the product-development costs exhausted the innovator's resources 
E)  managerial incompetence

Question 4

Most products are in the growth stage of the life cycle,and most marketing managers cope with the problem of sustaining growth.

Accepted Answer

A) True 
 B)False

Question 5

Which of the following product life-cycle stages would be appropriately described as being one where firms focus mainly on buyers from higher-income groups and prices tend to be high because costs are high

Accepted Answer

A)  Introduction stage 
B)  Growth stage 
C)  Maturity stage 
D)  Saturation stage 
E)  Decline stage 
A)  Introduction stage 
B)  Growth stage 
C)  Maturity stage 
D)  Saturation stage 
E)  Decline stage

Question 6

The preferred 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 7

Companies can achieve competitive advantage through the way they design their distribution channel.What three areas are considered in this design process

Accepted Answer

Considerations to achieve comp

Question 8

A marketing manager asks a subordinate,"Can the favorability of the new brand association we just created in our recent ad campaign be reinforced and strengthened over time" Which of the following delivery criteria used for choosing points-of-difference would be most appropriate to the question asked

Accepted Answer

A)  Relevance 
B)  Communicability 
C)  Sustainability 
D)  Feasibility 
E)  Comparisons 
A)  Relevance 
B)  Communicability 
C)  Sustainability 
D)  Feasibility 
E)  Comparisons

Question 9

For a point-of-difference to possess ________,target consumers must find it unique and superior.

Accepted Answer

A)  distinctiveness 
B)  communicability 
C)  relevance 
D)  believability 
E)  feasibility 
A)  distinctiveness 
B)  communicability 
C)  relevance 
D)  believability 
E)  feasibility

Question 10

A firm must be sufficiently committed and willing to devote enough resources to create an enduring positioning for its points-of-difference to be considered deliverable.

Accepted Answer

A) True 
 B)False

Question 11

As part of the strategic brand management process,each company and offering must represent a distinctive ________ in the mind of the target market.

Accepted Answer

A)  promotion 
B)  cell 
C)  big idea 
D)  ad 
E)  organizational concept 
A)  promotion 
B)  cell 
C)  big idea 
D)  ad 
E)  organizational concept

Question 12

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 product is most likely in the ________ phase of the maturity stage.

Accepted Answer

A)  growth 
B)  decaying maturity 
C)  stable 
D)  competitive vulnerability 
E)  abandonment 
A)  growth 
B)  decaying maturity 
C)  stable 
D)  competitive vulnerability 
E)  abandonment

Question 13

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

Accepted Answer

A) True 
 B)False

Question 14

Which of the following stages of the product life cycle (PLC)is characterized as being one where there are low sales,high cost per customer,negative profits,and few competitors

Accepted Answer

A)  Introduction 
B)  Growth 
C)  Maturity 
D)  Decline 
E)  Abandonment 
A)  Introduction 
B)  Growth 
C)  Maturity 
D)  Decline 
E)  Abandonment

Question 15

________ are associations that are not necessarily unique to the brand but may in fact be shared with other brands.

Accepted Answer

A)  Points-of-parity 
B)  Points-of-difference 
C)  Brand cells 
D)  Brand positions 
E)  Points of competitive field 
A)  Points-of-parity 
B)  Points-of-difference 
C)  Brand cells 
D)  Brand positions 
E)  Points of competitive field

Question 16

A marketer that wants to anchor a point-of-difference for Dove soap on brand benefits might emphasize which of the following

Accepted Answer

A)  The soap is one-quarter cleansing cream. 
B)  Dove products include bar soaps and shampoos. 
C)  Dove soap helps users have softer skin. 
D)  The Dove brand is widely available. 
E)  None of the above. 
A)  The soap is one-quarter cleansing cream. 
B)  Dove products include bar soaps and shampoos. 
C)  Dove soap helps users have softer skin. 
D)  The Dove brand is widely available. 
E)  None of the above.

Question 17

According to ideas found in the concept of market evolution,as market growth slows down,the market splits into finer segments and high market consolidation occurs.

Accepted Answer

A) True 
 B)False

Question 18

When beverage marketers began selling drinks in wide-mouth cans,so that consumers could drink the beverage faster,what were the marketers trying to do

Accepted Answer

The marketers were t

Question 19

Which of the following common product life-cycle patterns would be characterized as being one where sales grow rapidly when the product is first introduced and then fall to a "petrified" level that is sustained by late adopters buying the product for the first time and early adopters replacing the product

Accepted Answer

A)  Cycle-recycle pattern 
B)  Scalloped pattern 
C)  Growth-slump-maturity pattern 
D)  Reverse-cycle pattern 
E)  Inverse-cycle pattern 
A)  Cycle-recycle pattern 
B)  Scalloped pattern 
C)  Growth-slump-maturity pattern 
D)  Reverse-cycle pattern 
E)  Inverse-cycle pattern

Question 20

A company's positioning and differentiation strategy must change as the product,market,and competitors change over the product life cycle.To say that a product has a life cycle is assert four things.What are those four things

Accepted Answer

The four assertions are: (1)Products hav

The length of a fashion cycle is often hard for industry analysts to predict.Explain why this is true.

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).

The pioneer advantage does not always ensure success in the marketplace.All of the following are reasons cited by the text that a market pioneer's product might not be successful EXCEPT ________.

Most products are in the growth stage of the life cycle,and most marketing managers cope with the problem of sustaining growth.

Which of the following product life-cycle stages would be appropriately described as being one where firms focus mainly on buyers from higher-income groups and prices tend to be high because costs are high

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

Companies can achieve competitive advantage through the way they design their distribution channel.What three areas are considered in this design process

For a point-of-difference to possess ________,target consumers must find it unique and superior.

A firm must be sufficiently committed and willing to devote enough resources to create an enduring positioning for its points-of-difference to be considered deliverable.

As part of the strategic brand management process,each company and offering must represent a distinctive ________ in the mind of the target market.

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 product is most likely in the ________ phase of the maturity stage.

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

Which of the following stages of the product life cycle (PLC)is characterized as being one where there are low sales,high cost per customer,negative profits,and few competitors

________ are associations that are not necessarily unique to the brand but may in fact be shared with other brands.

A marketer that wants to anchor a point-of-difference for Dove soap on brand benefits might emphasize which of the following

According to ideas found in the concept of market evolution,as market growth slows down,the market splits into finer segments and high market consolidation occurs.

When beverage marketers began selling drinks in wide-mouth cans,so that consumers could drink the beverage faster,what were the marketers trying to do

A company's positioning and differentiation strategy must change as the product,market,and competitors change over the product life cycle.To say that a product has a life cycle is assert four things.What are those four things

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

Filters

Exam 10: Crafting the Brand Positioning

The length of a fashion cycle is often hard for industry analysts to predict.Explain why this is true.

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).

The pioneer advantage does not always ensure success in the marketplace.All of the following are reasons cited by the text that a market pioneer's product might not be successful EXCEPT ________.

Most products are in the growth stage of the life cycle,and most marketing managers cope with the problem of sustaining growth.

Which of the following product life-cycle stages would be appropriately described as being one where firms focus mainly on buyers from higher-income groups and prices tend to be high because costs are high

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

Companies can achieve competitive advantage through the way they design their distribution channel.What three areas are considered in this design process

For a point-of-difference to possess ________,target consumers must find it unique and superior.

A firm must be sufficiently committed and willing to devote enough resources to create an enduring positioning for its points-of-difference to be considered deliverable.

As part of the strategic brand management process,each company and offering must represent a distinctive ________ in the mind of the target market.

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 product is most likely in the ________ phase of the maturity stage.

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

Which of the following stages of the product life cycle (PLC)is characterized as being one where there are low sales,high cost per customer,negative profits,and few competitors

________ are associations that are not necessarily unique to the brand but may in fact be shared with other brands.

A marketer that wants to anchor a point-of-difference for Dove soap on brand benefits might emphasize which of the following

According to ideas found in the concept of market evolution,as market growth slows down,the market splits into finer segments and high market consolidation occurs.

When beverage marketers began selling drinks in wide-mouth cans,so that consumers could drink the beverage faster,what were the marketers trying to do

A company's positioning and differentiation strategy must change as the product,market,and competitors change over the product life cycle.To say that a product has a life cycle is assert four things.What are those four things

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

Filters