Question 1

Because of the pioneer advantage,virtually all market pioneers demonstrate market staying power and sustained product growth.

Accepted Answer

A) True 
 B)False

Question 2

All of the following strategies have been suggested as proper for sustaining rapid market growth during the growth stage of the product life cycle EXCEPT ________.

Accepted Answer

A)  improving product quality and adding new product features and improved styling 
B)  entering into new market segments 
C)  lowering prices to attract the next layer of price-sensitive buyers 
D)  shifting from product-awareness advertising to product-preference advertising 
E)  moving to sue all new entrants into the marketplace 
A)  improving product quality and adding new product features and improved styling 
B)  entering into new market segments 
C)  lowering prices to attract the next layer of price-sensitive buyers 
D)  shifting from product-awareness advertising to product-preference advertising 
E)  moving to sue all new entrants into the marketplace

Question 3

As the marketer of a new soft drink,what are the three levels at which you might anchor your brand's points of difference

Accepted Answer

The three levels at which a marketer mig

Question 4

List five things you could do as a marketer to build a breakaway brand.

Accepted Answer

The text recommends the following 10 tip

Question 5

With respect to points-of-parity,explain why a product does not have to be equal to a competitive product to be compared to that product.

Accepted Answer

To achieve a point-of-parity on a partic

Question 6

David Aaker cites seven market dynamics that can result in the emergence of new product categories.Identify four of them.

Accepted Answer

The seven market dynamics that result in

Question 7

The product life cycle's bell-shaped curve is generally depicted as being divided into four stages.Briefly name and characterize each of the four stages.

Accepted Answer

The bell-shaped curve's four stages are:

Question 8

According to the general bell-shaped curve used to illustrate the product life cycle,which of the following stages is generally seen when the sales curve is at its peak

Accepted Answer

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

Question 9

There are three main ways to convey a brand's category membership.What are those three ways

Accepted Answer

The three main ways to convey

Question 10

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

Question 11

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 12

All of the following would be considered to be among examples of negatively correlated attributes and benefits EXCEPT ________.

Accepted Answer

A)  low price versus high quality 
B)  taste versus low calories 
C)  supply versus demand 
D)  powerful versus safe 
E)  nutritious versus good tasting 
A)  low price versus high quality 
B)  taste versus low calories 
C)  supply versus demand 
D)  powerful versus safe 
E)  nutritious versus good tasting

Question 13

One of the assertions of saying that a product has a life cycle is to recognize that products have a limited life.

Accepted Answer

A) True 
 B)False

Question 14

As an entrepreneur,you have identified your market as a diffused-preference market.What does this mean and how can you approach it

Accepted Answer

A diffused-preference market is one in w

Question 15

Brands can be differentiated on the basis of many variables; however,four differentiation strategies are emphasized in the text.List and briefly characterize the three differentiation strategies.

Accepted Answer

The four differentiation strategies are:

Question 16

Markets often need modification to be able to grow and flourish.When AARP began to recruit members that were 50-55 years of age instead of pursuing their normal target market of 65+ seniors,it was using a market modification strategy called ________.

Accepted Answer

A)  converting nonusers 
B)  entering new market segments 
C)  winning competitors' customers 
D)  value vision 
E)  age discounting 
A)  converting nonusers 
B)  entering new market segments 
C)  winning competitors' customers 
D)  value vision 
E)  age discounting

Question 17

The four stages of the product life cycle include all of the following EXCEPT ________.

Accepted Answer

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

Question 18

A starting point in defining a competitive frame of reference for a brand positioning is to determine category membership.How would you define category membership

Accepted Answer

Category membership includes t

Question 19

Tellis and Golder identified five factors as underpinning long-term market leadership.Which of the following is NOT one of those factors

Accepted Answer

A)  Vision of mass market 
B)  Persistence 
C)  Slash-and-burn tactics 
D)  Relentless innovation 
E)  Asset leverage 
A)  Vision of mass market 
B)  Persistence 
C)  Slash-and-burn tactics 
D)  Relentless innovation 
E)  Asset leverage

Question 20

Consumers are always willing and eager to accept an "improved" product.

Accepted Answer

A) True 
 B)False

Exam 10: Crafting the Brand Positioning

Because of the pioneer advantage,virtually all market pioneers demonstrate market staying power and sustained product growth.

All of the following strategies have been suggested as proper for sustaining rapid market growth during the growth stage of the product life cycle EXCEPT ________.

As the marketer of a new soft drink,what are the three levels at which you might anchor your brand's points of difference

List five things you could do as a marketer to build a breakaway brand.

With respect to points-of-parity,explain why a product does not have to be equal to a competitive product to be compared to that product.

David Aaker cites seven market dynamics that can result in the emergence of new product categories.Identify four of them.

The product life cycle's bell-shaped curve is generally depicted as being divided into four stages.Briefly name and characterize each of the four stages.

According to the general bell-shaped curve used to illustrate the product life cycle,which of the following stages is generally seen when the sales curve is at its peak

There are three main ways to convey a brand's category membership.What are those three ways

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.

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.

All of the following would be considered to be among examples of negatively correlated attributes and benefits EXCEPT ________.

One of the assertions of saying that a product has a life cycle is to recognize that products have a limited life.

As an entrepreneur,you have identified your market as a diffused-preference market.What does this mean and how can you approach it

Brands can be differentiated on the basis of many variables; however,four differentiation strategies are emphasized in the text.List and briefly characterize the three differentiation strategies.

Markets often need modification to be able to grow and flourish.When AARP began to recruit members that were 50-55 years of age instead of pursuing their normal target market of 65+ seniors,it was using a market modification strategy called ________.

The four stages of the product life cycle include all of the following EXCEPT ________.

A starting point in defining a competitive frame of reference for a brand positioning is to determine category membership.How would you define category membership

Tellis and Golder identified five factors as underpinning long-term market leadership.Which of the following is NOT one of those factors

Consumers are always willing and eager to accept an "improved" product.

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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