Question 1

Most studies indicate,with respect to the product life cycle in its introductory stage,that the ________ gains the greatest advantage.

Accepted Answer

A)  market pioneer 
B)  market nicher 
C)  market reverser 
D)  market follower 
E)  market challenger 
A)  market pioneer 
B)  market nicher 
C)  market reverser 
D)  market follower 
E)  market challenger

Question 2

According to the illustrations describing the product life cycle,during which stage of the cycle is there a strong likelihood that negative profits will be the norm

Accepted Answer

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

Question 3

Market fragmentation is often followed by a market consolidation,caused by the emergence of a new attribute that has strong appeal.

Accepted Answer

A) True 
 B)False

Question 4

With respect to positioning,explain points-of-parity and points-of-difference.

Accepted Answer

Points-of-difference (PODs)are attribute

Question 5

________ do not normally survive (as a special category product life cycle)because they do not normally satisfy a strong need.

Accepted Answer

A)  Styles 
B)  Fashions 
C)  Fads 
D)  Intra-brands 
E)  Trends 
A)  Styles 
B)  Fashions 
C)  Fads 
D)  Intra-brands 
E)  Trends

Question 6

Which of the following is NOT a negatively correlated attribute and benefit

Accepted Answer

A)  Efficacious versus mild 
B)  Varied versus simple 
C)  Powerful versus safe 
D)  Nutritious versus good tasting 
E)  Low price versus low quality 
A)  Efficacious versus mild 
B)  Varied versus simple 
C)  Powerful versus safe 
D)  Nutritious versus good tasting 
E)  Low price versus low quality

Question 7

If an entrepreneur discovers that her firm's market is one of diffused preferences,she can use a ________ to expand sales while keeping costs low.

Accepted Answer

A)  mass-market strategy 
B)  multiple-niche strategy 
C)  bipolar design strategy 
D)  standardized niche strategy 
E)  single-niche strategy 
A)  mass-market strategy 
B)  multiple-niche strategy 
C)  bipolar design strategy 
D)  standardized niche strategy 
E)  single-niche strategy

Question 8

Positioning is the act of designing the company's offering and image to occupy a distinctive place in the minds of the target market.

Accepted Answer

A) True 
 B)False

Question 9

Once a company has identified a brand's category membership,consumers do not question the validity of that brand's membership of the category.

Accepted Answer

A) True 
 B)False

Question 10

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

Accepted Answer

A)  price 
B)  distribution process 
C)  promotions 
D)  product and service 
E)  sales team responsible for the product or service 
A)  price 
B)  distribution process 
C)  promotions 
D)  product and service 
E)  sales team responsible for the product or service

Question 11

Brands can differentiate their products only on real,relevant attributes.

Accepted Answer

A) True 
 B)False

Question 12

Markets are similar to products with respect to life-cycle concepts.All of the following are considered to be stages that markets pass through in market evolution EXCEPT ________.

Accepted Answer

A)  emergence 
B)  growth 
C)  decline 
D)  maturity 
E)  destruction 
A)  emergence 
B)  growth 
C)  decline 
D)  maturity 
E)  destruction

Question 13

Category points-of-parity may change over time due to technological advances,legal developments,or consumer trends.

Accepted Answer

A) True 
 B)False

Question 14

Companies cannot achieve differentiation by differentiating their channels,as this is not the purpose of a distribution channel.

Accepted Answer

A) True 
 B)False

Question 15

A product such as nylon (e.g.,numerous uses-parachutes,hosiery,shirts,carpeting,et cetera)has been characterized as having a ________ pattern to its product lifecycle.

Accepted Answer

A)  growth-slump-maturity 
B)  scalloped 
C)  cycle-recycle 
D)  triangular 
E)  fad 
A)  growth-slump-maturity 
B)  scalloped 
C)  cycle-recycle 
D)  triangular 
E)  fad

Question 16

The result of positioning is the successful creation of ________,a cogent reason why the target market should buy the product.

Accepted Answer

A)  an award winning promotional campaign 
B)  a customer-focused value proposition 
C)  a demand channel 
D)  everyday low pricing 
E)  strategic window of opportunity 
A)  an award winning promotional campaign 
B)  a customer-focused value proposition 
C)  a demand channel 
D)  everyday low pricing 
E)  strategic window of opportunity

Question 17

Splenda sugar substitute became a category leader by differentiating itself on its authenticity as a product derived from sugar.This POD demonstrates ________ because target consumers found it to be unique and superior.

Accepted Answer

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

Question 18

Which of the following is a popular criticism of product life-cycle theory

Accepted Answer

A)  It is too costly to implement. 
B)  It has few actual examples that can be benchmarked. 
C)  It works only in the U.S. market. 
D)  Life-cycle patterns are too variable in shape and duration. 
E)  Stages often follow fad trends. 
A)  It is too costly to implement. 
B)  It has few actual examples that can be benchmarked. 
C)  It works only in the U.S. market. 
D)  Life-cycle patterns are too variable in shape and duration. 
E)  Stages often follow fad trends.

Question 19

Points-of-parity are driven by the needs of category membership and ________.

Accepted Answer

A)  loyalty 
B)  large margins 
C)  guaranteed profits 
D)  the necessity of negating competitors' PODs (points-of-difference) 
E)  the creation of PODs (points-of-difference) 
A)  loyalty 
B)  large margins 
C)  guaranteed profits 
D)  the necessity of negating competitors' PODs (points-of-difference) 
E)  the creation of PODs (points-of-difference)

Question 20

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

Accepted Answer

A) True 
 B)False

Exam 10: Crafting the Brand Positioning

Most studies indicate,with respect to the product life cycle in its introductory stage,that the ________ gains the greatest advantage.

According to the illustrations describing the product life cycle,during which stage of the cycle is there a strong likelihood that negative profits will be the norm

Market fragmentation is often followed by a market consolidation,caused by the emergence of a new attribute that has strong appeal.

With respect to positioning,explain points-of-parity and points-of-difference.

________ do not normally survive (as a special category product life cycle)because they do not normally satisfy a strong need.

Which of the following is NOT a negatively correlated attribute and benefit

If an entrepreneur discovers that her firm's market is one of diffused preferences,she can use a ________ to expand sales while keeping costs low.

Positioning is the act of designing the company's offering and image to occupy a distinctive place in the minds of the target market.

Once a company has identified a brand's category membership,consumers do not question the validity of that brand's membership of the category.

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

Brands can differentiate their products only on real,relevant attributes.

Markets are similar to products with respect to life-cycle concepts.All of the following are considered to be stages that markets pass through in market evolution EXCEPT ________.

Category points-of-parity may change over time due to technological advances,legal developments,or consumer trends.

Companies cannot achieve differentiation by differentiating their channels,as this is not the purpose of a distribution channel.

A product such as nylon (e.g.,numerous uses-parachutes,hosiery,shirts,carpeting,et cetera)has been characterized as having a ________ pattern to its product lifecycle.

The result of positioning is the successful creation of ________,a cogent reason why the target market should buy the product.

Splenda sugar substitute became a category leader by differentiating itself on its authenticity as a product derived from sugar.This POD demonstrates ________ because target consumers found it to be unique and superior.

Which of the following is a popular criticism of product life-cycle theory

Points-of-parity are driven by the needs of category membership and ________.

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

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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