1、Chapter 10: Crafting the Brand PositioningGENERAL CONCEPT QUESTIONSMultiple Choice As part of the strategic brand management process, each company and offering must represent a distinctive _ in the mind of the target market. promotioncellbig ideaadorganizational conceptAnswer: cPage: 309Level of dif

2、ficulty: MediumAll marketing strategy is built on STPsegmentation, targeting, and _. positioningproductplanningpromotionperformanceAnswer: aPage: 310Level of difficulty: Medium_ is the act of designing the companys offering and image to occupy a distinctive place in the mind of the target market.Pos

3、itioningProduct conceptualizationPromotion presentationPerformance imagingPreproduct launching Answer: aPage: 310 Level of difficulty: EasyThe result of positioning is the successful creation of _, a cogent reason why the target market should buy the product. an award winning promotional campaigna c

4、ustomer-focused value propositiona demand channelevery-day-low-pricing strategic window of opportunityAnswer: bPage: 310Level of difficulty: HardA good illustration of the value position for Perdue (chicken) is _. one price beats allbring chicken to the worldethical values, the American way, and qua

5、lity chickenchicken any way you like itmore tender golden chicken at a moderate premium priceAnswer: ePage: 311Level of difficulty: HardA 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

6、and which function as close substitutes. functional membershipcompetitive fieldcategory membershipvalue membershipdemand fieldAnswer: cPage: 311Level of difficulty: MediumWhich of the following terms is most closely associated with the following statement: “attributes or benefits consumers strongly

7、associate with a brand, positively evaluate, and believe that they could not find to the same extent with a competitive brand”? Brand imagePoints-of-differencePoints-of-parityPoints-of-valueBrand conceptAnswer: bPage: 312 Level of difficulty: Medium_ are associations that are not necessarily unique

8、to the brand but may in fact be shared with other brands. Points-of-parityPoints-of-differenceBrand cellsBrand positionsPoints-of-competitive fieldAnswer: aPage: 313 Level of difficulty: MediumTo achieve a point-of-parity (POP) on a particular attribute or benefit, a sufficient number of consumers m

9、ust believe that the brand is “_” on that dimension. most excellentneutralmarginalgood enoughservice-basedAnswer: dPage: 313 Level of difficulty: Medium The preferred approach to positioning is to inform consumers of a brands membership before stating its _. point-of-paritypoint-of-differencepoint-o

10、f-conflictpoint-of-weaknesspoint-of-referenceAnswer: bPage: 314 Level of difficulty: MediumThere are three main ways to convey a brands category membership: announcing category benefits, _, and relying on the product descriptor.overt publicityindustry trade pressbuzz marketingpreference positionscom

11、paring to exemplarsAnswer: e Page: 315Level of difficulty: HardTo avoid confusing brand loyal customers, Ford presented the X-trainer as a “sport wagon.” With respect to ways of conveying a brands category membership, which of the following did Ford use with its new product? Announcing category bene

12、fits.Comparing to exemplars.Relying on the product descriptor.Using brand perception to increase profits.Using public relations to secure brand position.Answer: cPage: 315Level of difficulty: MediumPoints-of-parity are driven by the needs of category membership and _. loyaltylarge marginsguaranteed

13、profitsthe necessity of negating competitors PODs (points-of-difference) the creation of PODs (points-of-difference) Answer: dPage: 315 Level of difficulty: HardThere are at least three key consumer desirability criteria for PODs (points-of-difference): relevance, distinctiveness, and _. believabili

14、ty presentation styleeconomynon-technologicalinformation contentAnswer: aPage: 315Level of difficulty: MediumWhich of the following desirability criteria asks a question such as “Is the positioning preemptive, defensible, and difficult to attack?” when determining a POD (point-of-difference)? Feasib

15、ilityCommunicabilitySustainabilityKnowledgeableValue orientation Answer: cPage: 316 Level of difficulty: HardMarketers must decide at which level to anchor the brands points-of-differences. At the lowest level are _. For example, Dove soap can talk about the fact that it is one-quarter cleansing cre

16、am. brand valuesbrand attributesbrand benefitsbrand specificationsbrand partitionsAnswer: bPage: 316Level of difficulty: MediumOne common difficulty in creating a strong, competitive brand positioning is that many of the attributes or benefits that make up the points-of-parity and points-of-differen

17、ce are _. negatively correlatedpositive correlatedneither positive nor negatively correlatedinversely correlatedunable to be correlatedAnswer: a Page: 316Level of difficulty: HardAll of the following would be considered to be among examples of negatively correlated attributes and benefits EXCEPT _.

18、low price vs. high qualitytaste vs. low caloriessupply vs. demandpowerful vs. safenutritious vs. good tastingAnswer: cPage: 317 Level of difficulty: EasyWhen BMW created a straddle position with its “luxury and performance” approach, it was able to maximize _. its core identityattributesbenefitsboth

19、 attributes and benefitscompetitive parityAnswer: dPage: 317Level of difficulty: MediumIn order to derive a fresh approach to gaining consumer insights to differentiating products and services, MacMillan and McGrath suggest in their list of questions that help in identifying new, customer-based poin

20、ts of differentiation. Which of the following is NOT one of those questions? How do consumers find your offering?How do consumers make their final selection?How is your product installed?How is your product stored?How was the product or service invented?Answer: ePage: 318 Level of difficulty: Medium

21、The obvious means of differentiation, and often most compelling ones to consumers, relate to aspects of the _.pricedistribution processpromotionsproduct and servicesales team responsible for the product or serviceAnswer: d Page: 319Level of difficulty: MediumThe Strategic Planning Institute studied

22、the impact of higher relative product quality and found a _ between relative product quality and return on investment (ROI). positive correlationnegative correlationneither a positive or negative correlationinverse correlationcorrelation to be infeasible Answer: aPage: 319Level of difficulty: Medium

23、Better-trained personnel exhibit six characteristics. Which of the following would NOT be among those six characteristics? CompetenceCourtesyCredibilityAggressiveness ReliabilityAnswer: dPage: 320Level of difficulty: EasyBrand image means different things to different people. Which of the following

24、national companies is known for hiring employees based on diversity (e.g., might be tattooed or have multiple body piercing)? Barnes & NobleBordersJ.W. MarriottWalt DisneySouthwest AirlineAnswer: bPage: 320Level of difficulty: HardWith respect to image differentiation, _ is the way a company aims to

25、 identify or position itself or its products. imageidentitycharacter culturethe WOW factorAnswer: bPage: 321Level of difficulty: MediumAn effective identity does three things: it establishes the products character and value propositions; it conveys this character in a distinctive way; _. For the ide

26、ntity to work, it must be conveyed through every available communication and brand contact. it must present everyday low priceit must be aesthetically pleasingit delivers emotional power beyond a mental imageit must have a global presenceit must avoid all cultural taboosAnswer: cPage: 321Level of di

27、fficulty: HardTo say that a product has a life cycle is to assert four things. All of the following would be from that list of assertions EXCEPT _.products have a limited life product sales pass through distinct stages, each posing different challenges, opportunities, and problems to the sellerprodu

28、cts all basically exhibit cycle-recycle growth patternsprofits rise and fall at different stages of the product life cycleproducts require different marketing, financial, manufacturing, purchasing, and human resource strategies in each life-cycle stageAnswer: cPages: 321322Level of difficulty: Mediu

29、mAccording to Crego and Schiffrin, if a restaurant serves a complimentary sorbet between courses and places candy on the table after the last course is served, the restaurant has a consumer value benefit that is _. basicexpecteddesiredunanticipatedmeaningfulAnswer: dPage: 322 Level of difficulty: Me

30、dium The four stages of the product life cycle include all of the following EXCEPT _.declinelearningmaturityintroductiongrowthAnswer: bPage: 322Level of difficulty: Easy The _ stage of the product is characterized as being one where there is period of rapid market acceptance and substantial profit i

31、mprovement. introductiongrowthmaturitysaturationdeclineAnswer: bPage: 322Level of difficulty: MediumAccording 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? IntroductionGrowthMaturityDec

32、lineAbandonmentAnswer: cPage: 322Level of difficulty: EasyAccording 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? IntroductionGrowth Maturity DeclineDeathAnswer: aPage: 322Level of difficul

33、ty: MediumWhich of the following common product life-cycle patterns would be characterized as being one where sales grow rapidly when the product is first introduced and then fall to a “petrified” level that is sustained by late adopters buying the product for the first time and early adopters repla

34、cing the product? Cycle-recycle patternScalloped patternGrowth-slump-maturity patternReverse-cycle patternInverse-cycle patternAnswer: cPage: 323Level of difficulty: Medium A product such as nylon (e.g., numerous usesparachutes, hosiery, shirts, carpeting, et cetera) has been characterized as having

35、 a _ pattern to its product lifecycle. growth-slump-maturityscallopedcycle-recycletriangular fadAnswer: bPage: 323Level of difficulty: HardWhen Mel chose his new home, he picked a Cape Cod design. Which of the following special categories of product life cycles would be most associated with the desc

36、ription of Mels home? StyleFashionFadIdeatione.TechnologicalAnswer: aPage: 323Level of difficulty: Medium_ do not normally survive (as a special category product life cycle) because they do not normally satisfy a strong need. Styles FashionsFadsIntra-brandsTrendsAnswer: c Page: 324Level of difficult

37、y: EasyWhich of the following product life-cycle stages would be appropriately described as being one where firms focus mainly on buyers from higher-income groups and prices tend to be high because costs are high? Introduction stageGrowth stageMaturity stageSaturation stage e.Decline stageAnswer: aP

38、age: 324Level of difficulty: MediumMost studies indicate, with respect to the product lifecycle in its introductory stage, that the _ gains the most advantage. market pioneer market nichermarket reverser market followere.market challengerAnswer: a Page: 324Level of difficulty: HardTellis and Golder

39、identified five factors as underpinning long-term market leadership. Which of the following is NOT one of those factors?vision of mass marketpersistenceslash-and-burn tacticsrelentless innovationasset leverageAnswer: cPage: 325 Level of difficulty: MediumWhich of the following product lifecycle stag

40、es is characterized as being one where a rapid climb in sales occurs, new product features are introduced by new competitors, and distribution is expanded? Pre-pioneeringIntroductionSaturationGrowthMaturityAnswer: dPage: 325 Level of difficulty: MediumAll of the following strategies have been sugges

41、ted as proper for sustaining rapid market growth during the growth stage of the product life cycle EXCEPT when the firm _. improves product quality and adds new product features and improved stylingenters into new market segmentslowers prices to attract the next layer of price-sensitive buyersshifts

42、 from product-awareness advertising to product-preference advertisingmoves to sue all new entrants into the market placeAnswer: ePage: 325 Level of difficulty: MediumToday, most products are in the _ of the life cycle, and most marketing managers must cope with the problems and challenges of this st

43、age. pre-pioneering stageintroduction stagegrowth stagematurity stagedecline stageAnswer: dPage: 326Level of difficulty: MediumThe 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 oth

44、er products, the marketing manager will most likely find that the product is in the _ phase of the maturity stage. growthdecaying maturitystablecompetitive vulnerabilityabandonmentAnswer: bPage: 326Level of difficulty: MediumA company might try to expand the market for its mature brand by working wi

45、th the two factors that make up sales volume. Volume equals (=) _. supply times (X) demandnumber of brand users times (X) amount of money spent on each purchasenumber of brand users times (X) usage rate per userprice level of the product times (X) the number of items purchasedprice level of the prod

46、uct times (X) the number in the market segment selected for targetingAnswer: cPage: 327Level of difficulty: HardWhen Campbells soups began advertising that soups were an excellent snack for children or adults, it was using which of the following volume-oriented brand usage strategies? Use the produc

47、t on more occasions.Use more of the product on each occasion.Use the product in new ways.Use improved quality to attract new users.Use the product in older, more traditional ways.Answer: aPage: 328Level of difficulty: MediumManagers try to stimulate sales by modifying the products characteristics. W

48、hich of these modifications has as its aim to increase the products functional performance? Feature improvementStyle improvementFashion improvementPackaging improvementQuality improvementAnswer: ePage: 328Level of difficulty: HardWhen Vlasic created a cucumber 10 times larger than the traditional pi

49、ckle cucumber (e.g., Hamburger Stackers), it used _ as a means of modifying its product so additional customers might be attracted to the brand. quality improvementfeature improvementstyle improvementpackaging improvementidea improvement Answer: bPage: 328Level of difficulty: MediumMarketing program

50、s can be modified to stimulate sales. Which of the following forms of marketing program modification might ask such questions as “Can the company speed up delivery?” or “Can it extend more credit?” in order to bring modification about? PricingDistributionAdvertisingPersonal sellingServicesAnswer: eP

51、age: 329Level of difficulty: MediumIn the decline phase of the product life cycle, if a firm “milks” the firms investment to recover cash quickly, it is using a strategy called _. positioningreverse engineeringpsychological divestmentharvestingabandonmentAnswer: dPage: 330Level of difficulty: Medium

52、If an organization chooses “harvesting” as a decline stage PLC strategy, the first step in using such a strategy would likely be to _. rejuvenate the brand or productcut R&D costs and plant and equipment investmentcut all promotional expensescancel distribution contractsrequire that all distributors

53、 reduce inventory of older models of the productAnswer: bPage: 330Level of difficulty: Hard Which of the following is a popular criticism of product life-cycle theory?It is too costly to implement.It has few actual examples that can be benchmarked.It only works in the U.S. market.Life-cycle patterns

54、 are too variable in shape and duration.Stages often follow fad trends.Answer: dPage: 331Level of difficulty: MediumMarkets 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 _. emergenceg

55、rowthdeclinematuritydestructionAnswer: ePage: 332Level of difficulty: EasyWhich of the following stages of the product life cycle (PLC) is characterized as being one where there are low sales, high cost per customer, negative profits, and few competitors? IntroductionGrowthMaturityDeclineAbandonment

56、Answer: aPage: 332Level of difficulty: MediumDuring which of the following stages of the product life cycle (PLC) would we expect a marketing manager to pursue a marketing objective of maximizing market share? IntroductionGrowthPre-pioneeringMaturityDeclineAnswer: bPage: 332Level of difficulty: Hard

57、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). introductionpre-pioneeringgrowthmaturitye.declineAnswer: dPage: 332Level

58、 of difficulty: MediumA manufacturer of calculators finds when examining the calculator market that there is about an even split between customers who want a small hand calculator and those that want a large one. This type of market, in which buyer preferences scatter evenly, is called a(n) _ market

59、. emerging mass marketdiffused-preferencenichestandardizedAnswer: cPage: 333Level of difficulty: MediumIf an entrepreneur discovers that his or her firms market is described as being one of diffused-preferences, a _ (e.g., the new product can be designed to meet the preferences of one of the corners

60、 of the market) can be used to expand sales. mass-market strategymultiple-niche strategybipolar design strategystandardized niche strategysingle-niche strategyAnswer: ePage: 333Level of difficulty: HardEventually, competitors cover and serve all the major market segments and the market enters the ma