Question 1

________ is a company's ability to perform in one or more ways that competitors cannot or will not match.

Accepted Answer

A)  Positioning 
B)  Deliverability 
C)  Competitive advantage 
D)  Distribution 
E)  Differentiation

Question 2

The primary explanation for Marlboro's extraordinary worldwide market share is that Marlboro's "macho cowboy" persona has struck a responsive chord with much of the cigarette-smoking public.This is an example of ________.

Accepted Answer

A)  personnel differentiation 
B)  channel differentiation 
C)  position differentiation 
D)  maturity differentiation 
E)  image differentiation

Question 3

Characterize an organization's strategies with respect to product,price,distribution,and advertising for a product in its maturity stage of the product life cycle.Use information found in the summary table on the product life cycle to construct your answer.Be sure to characterize each of the four strategic areas mentioned.

Accepted Answer

The answer of Characterize an organization's strategies with respect to...

Question 4

Consumers might not consider a travel agency truly a travel agency unless it is able to make air and hotel reservations,provide advice about leisure packages,and offer various ticket payment and delivery options.These service elements are considered ________.

Accepted Answer

A)  competitive points-of-difference 
B)  competitive points-of-parity 
C)  category points-of-difference 
D)  category points-of-parity 
E)  conceptual points-of-parity

Question 5

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

Accepted Answer

A)  point-of-parity 
B)  point-of-difference 
C)  point of conflict 
D)  point of weakness 
E)  point of reference

Question 6

A ________ should follow the form: To (target group and need),our (brand)is (the concept)that (what the point-of-difference is or does).

Accepted Answer

A)  feasibility statement 
B)  positioning statement 
C)  breakaway branding campaign 
D)  brand specification 
E)  category membership mechanism

Question 7

Marketing programs can be modified to stimulate sales.Which of the following forms of marketing program modification might seek to speed delivery or extend more credit

Accepted Answer

A)  Pricing 
B)  Distribution 
C)  Advertising 
D)  Personal selling 
E)  Services

Question 8

In a positioning statement,the case for the product rests on its ________.

Accepted Answer

A)  product category 
B)  points-of-difference 
C)  target consumer 
D)  consumer need 
E)  brand

Question 9

In the product life cycle,growth is a stage of rapid market acceptance and substantial profit improvement.

Accepted Answer

A) True 
 B)False

Question 10

During the growth stage of the product life cycle,prices grow along with profits.

Accepted Answer

A) True 
 B)False

Question 11

As a marketing manager,which of the following would be the best purpose for your organization's competitive points-of-parity

Accepted Answer

A)  To point out competitive points-of-difference 
B)  To emphasize competitive points-of-difference 
C)  To rationalize competitive points-of-difference 
D)  To globalize competitive points-of-difference 
E)  To negate competitive points-of-difference

Question 12

If your task was to construct a positioning statement for a new product that your company was considering as an addition to your product portfolio,what would be the best first step for you to take

Accepted Answer

A)  State the product's cost 
B)  State the product's membership in a category 
C)  State who manufactured the product 
D)  State the image of the product 
E)  State who would distribute the product

Question 13

As an entrepreneur you have decided to launch two products simultaneously to capture two different parts of the market.You are employing a(n)________.

Accepted Answer

A)  single-niche strategy 
B)  multiple-niche strategy 
C)  standardization strategy 
D)  mass-market strategy 
E)  adaptive strategy

Question 14

There are at least three key consumer desirability criteria for PODs (points-of-difference): relevance,distinctiveness,and ________.

Accepted Answer

A)  believability 
B)  presentation style 
C)  economy 
D)  nontechnological 
E)  information content

Question 15

A company might try to expand the market for its mature brand by working with the two factors that make up sales volume.Volume equals (=)________.

Accepted Answer

A)  supply times (X) demand 
B)  number of brand users times (X) amount of money spent on each purchase 
C)  number of brand users times (X) usage rate per user 
D)  price level of the product times (X) the number of items purchased 
E)  price level of the product times (X) the number in the market segment selected for targeting

Question 16

If Barry compares his organization's products to those of leaders in the field,then he is conveying category membership by "comparing to exemplars".

Accepted Answer

A) True 
 B)False

Question 17

Market fragmentation in the market evolution process is often followed by ________ caused by the emergence of a new attribute that has strong appeal.

Accepted Answer

A)  a market consolidation 
B)  a market dissolution 
C)  a market expansion 
D)  a market abandonment 
E)  a market harvesting

Question 18

There are three key consumer desirability criteria for creating points-of-difference.When the Westin Stamford hotel in Singapore advertised that it was the world's tallest hotel,it attempted to create a point-of-difference.The hotel may not have been successful in its attempt to create its POD because of which consumer desirability criteria associated with PODs

Accepted Answer

The answer of There are three key consumer desirability criteria...

Question 19

During the ________ phase of market evolution,if a new product sells well,new firms enter the market.

Accepted Answer

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

Question 20

The profit curve for most product life cycles peaks during the growth stage of the life cycle.

Accepted Answer

A) True 
 B)False

Exam 10: Crafting the Brand Positioning

________ is a company's ability to perform in one or more ways that competitors cannot or will not match.

The primary explanation for Marlboro's extraordinary worldwide market share is that Marlboro's "macho cowboy" persona has struck a responsive chord with much of the cigarette-smoking public.This is an example of ________.

Consumers might not consider a travel agency truly a travel agency unless it is able to make air and hotel reservations,provide advice about leisure packages,and offer various ticket payment and delivery options.These service elements are considered ________.

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

A ________ should follow the form: To (target group and need) ,our (brand) is (the concept) that (what the point-of-difference is or does) .

Marketing programs can be modified to stimulate sales.Which of the following forms of marketing program modification might seek to speed delivery or extend more credit

In a positioning statement,the case for the product rests on its ________.

In the product life cycle,growth is a stage of rapid market acceptance and substantial profit improvement.

During the growth stage of the product life cycle,prices grow along with profits.

As a marketing manager,which of the following would be the best purpose for your organization's competitive points-of-parity

If your task was to construct a positioning statement for a new product that your company was considering as an addition to your product portfolio,what would be the best first step for you to take

As an entrepreneur you have decided to launch two products simultaneously to capture two different parts of the market.You are employing a(n) ________.

There are at least three key consumer desirability criteria for PODs (points-of-difference) : relevance,distinctiveness,and ________.

A company might try to expand the market for its mature brand by working with the two factors that make up sales volume.Volume equals (=) ________.

If Barry compares his organization's products to those of leaders in the field,then he is conveying category membership by "comparing to exemplars".

Market fragmentation in the market evolution process is often followed by ________ caused by the emergence of a new attribute that has strong appeal.

During the ________ phase of market evolution,if a new product sells well,new firms enter the market.

The profit curve for most product life cycles peaks during the growth stage of the life cycle.