Question 1

Market diversification shifts the company's focus to unrelated industries.

Accepted Answer

A) True 
 B)False  True

Question 2

When a bank takes loan requests over the phone and hand-delivers the money to the customer,it becomes a ________ specialist.

Accepted Answer

A)   geographic
B)   job-shop
C)   quality-price
D)   channel
E)   service E

Question 3

A market nicher is considered to be a(n)________ specialist if the firm specializes in producing a certain type of product or product feature such as,Rent-a-Wreck,that rents only "beat-up" cars.

Accepted Answer

A)   end-user
B)   vertical-level
C)   customer-size
D)   channel
E)   product-feature E

Question 4

________ are short,three- to five-word phrases that capture the irrefutable essence or spirit of the brand positioning and ensure that the company's own employees understand what the brand represents.

Accepted Answer

A)   Brand mantras
B)   Brand symbols
C)   Brand logos
D)   Brand alliances
E)   Brand extensions

Question 5

The ________ defines which other brands a brand competes with and therefore which brands should be the focus of competitive analysis.

Accepted Answer

A)   consumer profitability analysis
B)   competitor indexing
C)   service blueprint
D)   competitive frame of reference
E)   cluster analysis

Question 6

When firms look for new users in groups that have never used the product before,the firm is using the ________ strategy.

Accepted Answer

A)   new-market segment
B)   market-penetration
C)   geographical-expansion
D)   product development
E)   diversification

Question 7

After Olay entered and took over the Indian market with its anti-aging lotion,Ponds decided to defend its home turf by investing heavily in a similar product,but that which used only natural ingredients.This is an example of a ________.

Accepted Answer

A)   position defense
B)   flank defense
C)   counteroffensive defense
D)   contraction defense
E)   mobile defense

Question 8

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

Accepted Answer

A) True 
 B)False

Question 9

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 10

As a market follower strategy,the ________ emulates the leader's products,name,and packaging,with slight variations.

Accepted Answer

A)   counterfeiter
B)   cloner
C)   imitator
D)   adapter
E)   innovator

Question 11

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

Accepted Answer

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

Question 12

A(n)________ marketer discovers solutions customers did not ask for but to which they enthusiastically respond.

Accepted Answer

A)   laidback
B)   responsive
C)   inexperienced
D)   creative
E)   anticipative

Question 13

Which of the following criteria relates to the company having the internal resources and commitment to feasibly and profitably create and maintain the brand association in the minds of consumers?

Accepted Answer

A)   differentiability
B)   peculiarity
C)   desirability
D)   believability
E)   deliverability

Question 14

When a firm looks for new users in groups that might use the product but do not,the firm is using the ________ strategy.

Accepted Answer

A)   new-market segment
B)   market-penetration
C)   geographical-expansion
D)   product development
E)   diversification

Question 15

The product descriptor that follows the brand name is often a concise means of conveying category origin.

Accepted Answer

A) True 
 B)False

Question 16

Brand mantras must communicate both what a brand is and what it is not.

Accepted Answer

A) True 
 B)False

Question 17

An alternative to being a market follower in a large market is to be a leader in a small market.This type of competitor is called a ________.

Accepted Answer

A)   marketing king
B)   market nicher
C)   segment king
D)   guerilla marketer
E)   strategic clone

Question 18

________ are product 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)   Points-of-inflection
D)   Points-of-presence
E)   Points-of-divergence

Question 19

Marketers typically focus on ________ in choosing the points-of-parity and points-of-difference that make up their brand positioning.

Accepted Answer

A)   brand equity
B)   brand awareness
C)   brand benefits
D)   brand architecture
E)   brand extensions

Question 20

When Starbucks introduced its Tazo Tea line to bring in new customers who had never gone to Starbucks because they don't drink coffee,Starbucks was employing a ________ strategy.

Accepted Answer

A)   market-penetration
B)   new-market segment
C)   geographical-expansion
D)   niche identification
E)   blue-ocean

Exam 9: Crafting the Brand Positioning and Competing Effectively

Market diversification shifts the company's focus to unrelated industries.

When a bank takes loan requests over the phone and hand-delivers the money to the customer,it becomes a ________ specialist.

A market nicher is considered to be a(n) ________ specialist if the firm specializes in producing a certain type of product or product feature such as,Rent-a-Wreck,that rents only "beat-up" cars.

________ are short,three- to five-word phrases that capture the irrefutable essence or spirit of the brand positioning and ensure that the company's own employees understand what the brand represents.

The ________ defines which other brands a brand competes with and therefore which brands should be the focus of competitive analysis.

When firms look for new users in groups that have never used the product before,the firm is using the ________ strategy.

After Olay entered and took over the Indian market with its anti-aging lotion,Ponds decided to defend its home turf by investing heavily in a similar product,but that which used only natural ingredients.This is an example of a ________.

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

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

As a market follower strategy,the ________ emulates the leader's products,name,and packaging,with slight variations.

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

A(n) ________ marketer discovers solutions customers did not ask for but to which they enthusiastically respond.

Which of the following criteria relates to the company having the internal resources and commitment to feasibly and profitably create and maintain the brand association in the minds of consumers?

When a firm looks for new users in groups that might use the product but do not,the firm is using the ________ strategy.

The product descriptor that follows the brand name is often a concise means of conveying category origin.

Brand mantras must communicate both what a brand is and what it is not.

An alternative to being a market follower in a large market is to be a leader in a small market.This type of competitor is called a ________.

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

Marketers typically focus on ________ in choosing the points-of-parity and points-of-difference that make up their brand positioning.

When Starbucks introduced its Tazo Tea line to bring in new customers who had never gone to Starbucks because they don't drink coffee,Starbucks was employing a ________ strategy.