Nova Southeastern University

MKT 5070

1)A marketer that wants to anchor a point-of-difference for Doy soap on brand benefits might emphasize which of the following?

1. 1. the soap is one-quarter cleansing cream
   2. Doy products include bar soaps and shampoos
   3. Doy soap helps users have softer skin
   4. the soap brand has global presence
   5. the brand has recently launched soap for men

2. Subway restaurants are positioned as offering healthy, great-tasting sandwiches.

                      allows the brand to create a point-of-parity (POP) on taste and a point-of- difference (POD) on health with respect to quick-serve restaurants such as McDonald's and Burger King and, at the same time, a POP on health and a POD on taste with respect

to health food restaurants and cafés. This is an example of                            .

1. Category-based positioning
2. Need-based positioning
3. Noncomparitive positioning
4. Straddle positioning
5. Price-quality positioning

3. BMW positioned itself as the only automobile that offered both luxury and performance. At that time, consumers saw U.S. luxury cars as lacking performance. It was able to achieve a point-of-difference on performance and a point-of-parity on luxury

with respect to U.S. luxury cars like Cadillac. This is an example of                                    .

1. 1. straddle positioning
   2. category-based positioning
   3. need-based positioning
   4. noncomparitive positioning
   5. price-quality positioning

4. Marketers typically focus on                            in choosing the points-of-parity and points- of-difference

that make up their brand positioning.

1. 1. brand equity
   2. brand awareness
   3. brand benefits
   4. brand architecture
   5. brand extensions

5.                        are visual representations of consumer perceptions and preferences.
   1. procedural maps
   2. brain maps
   3. perceptual maps
   4. procedural models
   5. cognitive maps

6. Straddle positions                         .
   1. help firms to analyze who their competitors are
   2. allow brands to expand their market coverage and potential customer base
   3. are a necessity while creating a firm's vision and mission statement
   4. assist firms in collecting information on competitors that will directly influence their strategy
   5. are ambiguous moral principles behind the operation and regulation of marketing

7. Which of the following statements about brand mantras is true?
   1. They guide only major decisions, they have no influence on mundane decisions.
   2. Their influence does not extend beyond tactical concerns.
   3. They must economically communicate what the brand is and avoid communicating what it is not.
   4. They can provide guidance about what ad campaigns to run and where and how to sell the brand.
   5. They leverage the values of the brand to take the brand into new markets/sectors.

8. American Express'- "Worldclass Service, Personal Recognition," Mary Kay's - "Enriching women's lives," Hallmark's- "Caring Shared," and Starbucks'-"Rewarding Everyday Moments" are examples of  .
   1. brand mantras
   2. brand parity
   3. brand identity
   4. brand architecture
   5. brand extension

9.                        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.
   1. Brand mantras
   2. Brand symbols
   3. Brand logos
   4. Brand alliances
   5. Brand extensions

10. Points-of-parity are important while designing brand mantras for brands facing

                     .

1. 1. rapid growth
   2. market saturation
   3. slow and steady growth
   4. rapid decline
   5. stability in sales volume

11. Tums claims to have the most acid-reducing components of any antacid. In what way is the brand's category membership being conveyed?
    1. comparing to exemplars
    2. relying on the product descriptor
    3. announcing category benefits
    4. focusing on reliability
    5. persuasion based on believability

12. The typical approach to positioning is to inform consumers of a brand's category membership before stating its                                                                  .
    1. point-of-parity
    2. point-of-difference
    3. point-of-conflict
    4. point-of-weakness
    5. point-of-presence

13. Industrial tools claiming to have durability, and antacids announcing their efficacy convey a brand's category membership by                                                              .
    1. relying on the product descriptor
    2. comparing to exemplars
    3. announcing category benefits
    4. communicating deliverability variables
    5. identifying counter examples

14. A well-known car manufacturing company introduces a new hatchback model by describing its distinctive features and then stressing the speed and safety qualities of the car. Which of the following is the company using to convey its membership in the hatchback segment?
    1. announcing category benefits
    2. comparing to exemplars
    3. relying on the product descriptor
    4. using channel differentiation
    5. maximizing negatively correlated attributes

15. Which of the following ways to conveying a brand's category membership relates to well-known,

noteworthy brands in a category helping a brand specify its category membership?

1. 1. comparing to exemplars
   2. communicating deliverability variables
   3. identifying counter examples
   4. announcing category benefits
   5. relying on the product descriptor

16. SJC is a new retailer that targets the youth market. SJC needs to make an impression using advertising, and decides to use funny or irreverent ads to get its point across. Each ad features one of SJC's competitors and conveys an advantage SJC has over that competitor. Which of the following is the company using to convey its membership in the retail segment?
    1. announcing category benefits
    2. comparing to exemplars
    3. relying on the product descriptor
    4. using channel differentiation
    5. maximizing negatively correlated attributes

17. When Tommy Hilfiger was an unknown brand, advertising announced his membership as a great U.S. designer by associating him with Geoffrey Beene, Stanley Blacker, Calvin Klein, and Perry Ellis, who were recognized members of that category. Tommy Hilfiger conveyed the brand's category membership by .
    1. relying on the product descriptor
    2. focusing on reliability
    3. comparing to exemplars
    4. announcing category benefits
    5. identifying counter examples

18. Ford Motor Co. invested more than $1 billion on a radical new 2004 model called the X-Trainer, which combined the attributes of an SUV, a minivan, and a station wagon. To communicate its unique position—and to avoid association with its Explorer and Country Squire models—the vehicle, eventually called Freestyle, was designated a "sports wagon." According to the given scenario, Ford Motor Co. conveyed their brand's category membership by                                           .
    1. announcing category benefits
    2. identifying counter examples
    3. relying on the product descriptor
    4. focusing on reliability
    5. comparing to exemplars

19. One 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- difference are            .
    1. negatively correlated
    2. always correlated
    3. directly proportional
    4. never correlated
    5. positively correlated

20.                        is a company's ability to perform in one or more ways that competitors cannot or will not match.
    1. Brand positioning
    2. Market research
    3. Competitive advantage
    4. Competitor analysis
    5. Competitive intelligence

21. A                         is one that a company can use as a springboard to new advantages.
    1. sustainable advantage
    2. leverageable advantage
    3. realistic advantage
    4. rational advantage
    5. distinct advantage

22. Which of the following types of differentiation relates to companies having better- trained personnel

who provide superior customer service?

1. 1. channel differentiation
   2. services differentiation
   3. employee differentiation
   4. image differentiation
   5. product differentiation