Question 1

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 marketing manager will most likely find that the product is in the ________ phase of the maturity stage.

Accepted Answer

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

Question 2

If an organization chooses "harvesting" as a decline stage PLC strategy, the first step in using such a strategy would likely be to

Accepted Answer

A)  rejuvenate the brand or product. 
B)  require that all distributors reduce inventory of older product models. 
C)  cut R&D costs and plant and equipment investment. 
D)  cut all promotional expenses. 
E)  cancel distribution contracts.

Question 3

It is not uncommon for a brand to identify more than one actual or potential competitive frame of reference. List what Starbucks could define as very distinct set of competitors, and suggest what possible POPs and PODs as a result.

Accepted Answer

The answer of It is not uncommon for a brand...

Question 4

Which of the following product lifecycle stages is characterized as being one where a rapid climb in sales occurs, new product features are introduced by new competitors, and distribution is expanded?

Accepted Answer

A)  growth 
B)  maturity 
C)  pre-pioneering 
D)  introduction 
E)  saturation

Question 5

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

Question 6

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)  maturity 
B)  introduction 
C)  growth 
D)  pre-pioneering 
E)  decline

Question 7

As a marketing manager, it has become necessary for you to understand the two factors that make up sales volume so long-term planning can be accomplished. What are those two factors?

Accepted Answer

The answer of As a marketing manager, it has become...

Question 8

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

Accepted Answer

A) True 
 B)False

Question 9

Increased competition in the Decline stage causes profits to stabilize.

Accepted Answer

A) True 
 B)False

Question 10

When a firm uses a "harvesting" strategy in the decline stage of the product life cycle, it maintains the firm's investment level until the uncertainties about the industry are resolved.

Accepted Answer

A) True 
 B)False

Question 11

When Folger's created its AromaSeal canisters to keep ground beans fresher, it used ________ as a means of modifying its product so additional customers might be attracted to the brand.

Accepted Answer

A)  feature improvement 
B)  packaging improvement 
C)  idea improvement 
D)  quality improvement 
E)  style improvement

Question 12

It is impossible to convince consumers that the negative relationship between attributes and benefits, if considered differently, can in fact be positive.

Accepted Answer

A) True 
 B)False

Question 13

Which of the following criteria relates to companies must have the resources and commitment to feasibly and profitably create and maintain the brand association in the minds of consumers?

Accepted Answer

A)  competitivity 
B)  feasibility 
C)  differentiability 
D)  desirability 
E)  deliverability

Question 14

Companies can achieve competitive advantage through the way they design their distribution channels' coverage, ________, and performance.

Accepted Answer

A)  expertise 
B)  image 
C)  identity 
D)  prestige 
E)  responsiveness

Question 15

The three key criteria that determine whether a brand association can truly function as a point-of-difference are ________.

Accepted Answer

A)  desirability, peculiarity, deliverability 
B)  deviance, peculiarity, deformity 
C)  differentiability, authenticity, desirability 
D)  comparability, authenticity, deliverability 
E)  desirability, deliverability, differentiability

Question 16

an example of how a brand can be affiliated with a category in which it does not hold membership.

Accepted Answer

The answer of an example of how a brand can...

Question 17

How has Iams used channel differentiation to compete in the pet food category?

Accepted Answer

The answer of How has Iams used channel differentiation to...

Question 18

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

Accepted Answer

A) True 
 B)False

Question 19

The goal of positioning is ________.

Accepted Answer

A)  to target those customers marketers can satisfy in a superior way 
B)  to discover the different needs and groups existing in the marketplace 
C)  to locate the brand in the minds of consumers to maximize the potential benefit to the firm 
D)  to collect information about competitors that will directly influence the firms' strategy 
E)  to help the firm anticipate what the actions of its competitors will be

Question 20

A good illustration of negatively correlated attributes or benefits is good tasting versus bad tasting.

Accepted Answer

A) True 
 B)False

Exam 10: Crafting the Brand Position

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 marketing manager will most likely find that the product is in the ________ phase of the maturity stage.

If an organization chooses "harvesting" as a decline stage PLC strategy, the first step in using such a strategy would likely be to

It is not uncommon for a brand to identify more than one actual or potential competitive frame of reference. List what Starbucks could define as very distinct set of competitors, and suggest what possible POPs and PODs as a result.

Which of the following product lifecycle stages is characterized as being one where a rapid climb in sales occurs, new product features are introduced by new competitors, and distribution is expanded?

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.

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) .

As a marketing manager, it has become necessary for you to understand the two factors that make up sales volume so long-term planning can be accomplished. What are those two factors?

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

Increased competition in the Decline stage causes profits to stabilize.

When a firm uses a "harvesting" strategy in the decline stage of the product life cycle, it maintains the firm's investment level until the uncertainties about the industry are resolved.

When Folger's created its AromaSeal canisters to keep ground beans fresher, it used ________ as a means of modifying its product so additional customers might be attracted to the brand.

It is impossible to convince consumers that the negative relationship between attributes and benefits, if considered differently, can in fact be positive.

Which of the following criteria relates to companies must have the resources and commitment to feasibly and profitably create and maintain the brand association in the minds of consumers?

Companies can achieve competitive advantage through the way they design their distribution channels' coverage, ________, and performance.

The three key criteria that determine whether a brand association can truly function as a point-of-difference are ________.

an example of how a brand can be affiliated with a category in which it does not hold membership.

How has Iams used channel differentiation to compete in the pet food category?

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

The goal of positioning is ________.

A good illustration of negatively correlated attributes or benefits is good tasting versus bad tasting.