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Homework answers / question archive / Nova Southeastern University MKT 5070 Chapter 9 Crafting the Brand Positioning and Competing Effectively 1)All marketing strategy is built on STP?segmentation, targeting, and                                      

Nova Southeastern University MKT 5070 Chapter 9 Crafting the Brand Positioning and Competing Effectively 1)All marketing strategy is built on STP?segmentation, targeting, and                                      

Marketing

Nova Southeastern University

MKT 5070

Chapter 9 Crafting the Brand Positioning and Competing Effectively

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

    1. positioning
    2. product
    3. planning
    4. promotion
    5. performance  
  1.                        is the act of designing the company's offering and image to occupy a distinctive place in the minds of the target market.
    1. Positioning
    2. Valuation
    3. Pricing
    4. Commercialization
    5. Launching  

 

  1. The goal of positioning is                            .
    1. to locate the brand in the minds of consumers to maximize the potential benefit to the firm
    2. to discover the different needs and groups existing in the marketplace
    3. to target those customers marketers can satisfy in a superior way
    4. to collect information about competitors that will directly influence the firms' strategy
    5. to help the firm anticipate what the actions of its competitors will be

 

 

  1. The result of positioning is the successful creation of                              , which provides a cogent reason why the target market should buy the product.
    1. an award-winning promotional campaign
    2. a customer-focused value proposition
    3. a demand channel
    4. everyday low pricing
    5. employee value proposition

 

  1. Which of the following best describes a car company's value proposition?
    1. We charge a 20% premium on our cars.
    2. We target safety-conscious upscale families.
    3. We sell the safest, most durable wagon.
    4. We are the market leader in the small car category.
    5. We focus on expanding in faster-growing markets.

 

 

  1. Which of the following best describes BR Chicken's value proposition?
    1. We sell chicken at most major malls.
    2. We undertake home delivery services.
    3. We target quality-conscious consumers of chicken.
    4. We sell tender golden chicken at a moderate price.
    5. We charge a 10% premium on our chicken.

 

 

  1. The                        defines which other brands a brand competes with and therefore which brands should be the focus of competitive analysis.
    1. consumer profitability analysis
    2. competitor indexing
    3. service blueprint
    4. competitive frame of reference
    5. cluster analysis

 

  1.                        refers to the products or sets of products with which a brand competes and which function as close substitutes.
    1. Consumer profitability analysis
    2. Competitive frame of reference
    3. Category membership
    4. Value membership
    5. Demand field

 

  1.                        are defined as companies that satisfy the same customer need.
    1. Communities
    2. Competitors
    3. Trendsetters
    4. Industries
    5. Task groups
  2. A(n)                         is a group of firms offering a product or class of products that are close substitutes for one another.
    1. community
    2. task force
    3. industry
    4. focus group
    5. umbrella brand

 

 

  1. Which of the following terms is most closely associated with the statement: "attributes or benefits consumers strongly associate with a brand, positively evaluate, and believe that they could not find to the same extent with a competitive brand"?
    1. points-of-inflection
    2. points-of-difference
    3. points-of-parity
    4. points-of-value
    5. points-of-presence

 

  1.                        are product associations that are not necessarily unique to the brand but may in fact be shared with other brands.
    1. Points-of-parity
    2. Points-of-difference
    3. Points-of-inflection
    4. Points-of-presence
    5. Points-of-divergence

 

  1. The three criteria that determine whether a brand association can truly function as a point-of-difference are        .
    1. comparability, authenticity, deliverability
    2. desirability, peculiarity, deliverability
    3. deviance, peculiarity, deformity
    4. desirability, deliverability, and differentiability
    5. differentiability, authenticity, desirability

 

 

  1. Which of the following criteria relates to consumers seeing the brand association as personally relevant to them?
    1. deliverability
    2. authenticity
    3. desirability
    4. differentiability
    5. feasibility

 

  1. 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?
    1. differentiability
    2. peculiarity
    3. desirability
    4. believability
    5. deliverability
  2. Which of the following criteria relates to consumers seeing the brand association as distinctive and superior to relevant competitors?
    1. desirability
    2. differentiability
    3. believability
    4. deliverability
    5. deviance

 

  1. The brand must demonstrate                        , for it to function as a true point-of-difference.
    1. clear superiority on an attribute or benefit
    2. clear profitability to the company
    3. clear similarity to the attributes of other brands
    4. technological advances for an attribute or benefit
    5. exploitation of competitors' weakness

 

 

  1. The two basic forms of points-of-parity are                             and                       .
    1. conceptual points-of-parity; competitive points-of-parity
    2. strategic points-of-parity; conceptual points-of-parity
    3. category points-of-parity; deliverable points-of-parity
    4. competitive points-of-parity; peculiar points-of-parity
    5. category points-of-parity; competitive points-of-parity

 

  1.                        are attributes or benefits that consumers view as essential to a legitimate and credible offering within a certain product or service class.
    1. Category points-of-difference
    2. Conceptual points-of-parity
    3. Competitive points-of-parity
    4. Category points-of-parity
    5. Competitive points-of-difference

 

  1. Philip Morris bought Miller brewing and launched low-calorie beer at a time when consumers had the impression that low-calorie beer does not taste as good as normal beer. What does the company assure by stating that the beer tastes good?
    1. points-of-difference
    2. points-of-presence
    3. points-of-parity
    4. points-of-conflict
    5. points-of-inflection

 

 

  1. Philip Morris bought Miller brewing and launched low-calorie beer at a time when consumers had the impression that low-calorie beer does not taste as good as normal beer. What did the company try to build when they conveyed the fact that the beer contained one third less calories and hence it is less filling?
    1. points-of-difference
    2. points-of-conflict
    3. points-of-parity
    4. points-of-presence
    5. points-of-inflection

 

  1. Consumers might not consider a hand sanitizer truly a hand sanitizer unless they are gels designed to apply topically, contain alcohol that kills the germs present on the skin, and developed for use after washing hands or for those times when soap and water are not available. These service elements are considered               .
    1. competitive points-of-difference
    2. competitive points-of-parity
    3. category points-of-difference
    4. category points-of-parity
    5. conceptual points-of-parity

 

  1. Nivea became the leader in the skin cream class on the "gentle", "protective" and "caring" platform. The company further moved into classes such as deodorants, shampoos and cosmetics. Attributes like gentle and caring were of no value unless consumers believed that its deodorant was strong enough, its shampoo would cleanse and its cosmetics would be colorful enough. This is an example of        .
    1. competitive points-of-parity
    2. competitive points-of-difference
    3. category points-of-parity
    4. category points-of-difference
    5. competitive points-of-presence

 

 

  1.                        are associations designed to overcome perceived weaknesses of the brand.
    1. Conceptual points-of-parity
    2. Category points-of-difference
    3. Competitive points-of-parity
    4. Competitive points-of-difference
    5. Category points-of-parity

 

  1. As a marketing manager, which of the following would be the best purpose for your organization's competitive points-of-parity?
    1. to point out competitors' points-of-difference
    2. to emphasize competitors' points-of-difference
    3. to rationalize competitors' perceived points-of-difference
    4. to globalize competitors' perceived points-of-difference
    5. to negate competitors' perceived points-of-difference

 

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