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Question;Chapter 10: Crafting the;Brand Positioning;GENERAL CONCEPT QUESTIONS;Multiple Choice;1.;As;part of the strategic brand management process, each company and offering must;represent a distinctive ________ in the mind of the target market.;a.;promotion;b.;cell;c.;big;idea;d.;ad;e.;organizational;concept;2.;All;marketing strategy is built on STP?segmentation, targeting, and ________.;a.;positioning;b.;product;c.;planning;d.;promotion;e.;performance;3. ________ is the;act of designing the company?s offering and image to occupy a distinctive place;in the minds of the target market.;a.;Positioning;b.;Product;conceptualization;c.;Promotion;presentation;d.;Performance;imaging;e.;Preproduct;launching;4.;Which;of the following best describes Volvo?s value proposition?;a.;We;charge a 20% premium on our cars.;b.;We target;safety-conscious ?upscale? families.;c.;We;sell the safest, most durable wagon in which your family can ride.;d.;We;make cars.;e.;None;of the above is a value proposition.;5.;The;result of positioning is the successful creation of ________, a cogent reason;why the target market should buy the product.;a.;an;award winning promotional campaign;b.;a;customer-focused value proposition;c.;a;demand channel;d.;everyday;low pricing;e.;strategic;window of opportunity;6.;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.;a.;functional;membership;b.;competitive;field;c.;category;membership;d.;value;membership;e.;demand;field;7.;Which;of the following terms is most closely associated with the following 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??;a.;Brand;image;b.;Points-of-difference;c.;Points-of-parity;d.;Points;of value;e.;Brand;concept;8.;are associations that are not necessarily unique to the brand but may in fact;be shared with other brands.;a.;Points-of-parity;b.;Points-of-difference;c.;Brand;cells;d.;Brand;positions;e.;Points;of competitive field;9.;To;achieve a point-of-parity (POP) on a particular attribute or benefit, a;sufficient number of consumers must believe that the brand is ?________? on;that dimension.;a.;most;excellent;b.;neutral;c.;marginal;d.;good;enough;e.;service;based;When BMW created ________ with its ?luxury and;performance? approach, it was able to maximize both attributes and benefits.;f.;its;core identity;g.;a core;competency;h.;deliverability;criteria;i.;a;straddle position;j.;competitive;parity;10. The preferred approach to positioning is to;inform consumers of a brand?s membership before stating its ________.;a.;point-of-parity;b.;point-of-difference;c.;point;of conflict;d.;point;of weakness;e.;point;of reference;11. There are three main ways to convey a;brand?s category membership: announcing category benefits, ________, and;relying on the product descriptor.;a.;overt;publicity;b.;industry;trade press;c.;buzz;marketing;d.;preference;positions;e.;comparing;to exemplars;12. A brownie mix might claim to taste great;and support this claim by including high-quality ingredients or by showing;users delighting in its consumption, thereby communicating its membership of;the baked desserts category through ________.;a.;announcing;category benefits;b.;comparing;to exemplars;c.;relying;on the product descriptor;d.;communicating;deliverability variables;e.;identifying;counterexamples;13. Points-of-parity are driven by the needs of;category membership and ________.;a.;loyalty;b.;large;margins;c.;guaranteed;profits;d.;the;necessity of negating competitors? PODs (points-of-difference);e.;the;creation of PODs (points-of-difference);14. ________ are typically the least desirable;level to position a brand?s points-of-difference, in part because competitors;can easily copy them.;a.;Benefits;b.;Attitudes;c.;Values;d.;Attributes;e.;Messages;15. Marketers must decide at which level to;anchor the brand?s points-of-differences. At the lowest level are ________. For;example, Dove soap can talk about the fact that it is one-quarter cleansing;cream.;a.;brand;values;b.;brand;attributes;c.;brand;benefits;d.;brand;specifications;e.;brand;partitions;16. 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 ________.;a.;negatively;correlated;b.;positive;correlated;c.;neither;positive nor negatively correlated;d.;inversely;correlated;e.;unable;to be correlated;Answer: a;17. All of the;following would be considered to be among examples of negatively correlated;attributes and benefits EXCEPT ________.;a.;low;price versus high quality;b.;taste;versus low calories;c.;supply;versus demand;d.;powerful;versus safe;e.;nutritious;versus good tasting;18. There are at least three key consumer;desirability criteria for PODs (points-of-difference): relevance;distinctiveness, and ________.;a.;believability;b.;presentation;style;c.;economy;d.;nontechnological;e.;information;content;Which 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)?;f.;feasibility;g.;communicability;h.;sustainability;i.;knowledgeable;j.;value;orientation;19. For a point-of-difference to possess;target consumers must find it unique and superior.;a.;distinctiveness;b.;communicability;c.;relevance;d.;believability;e.;feasibility;20. In a positioning statement, the case for the;product rests on its ________.;a.;product;category;b.;points-of-difference;c.;target;consumer;d.;consumer;need;e.;brand;21. ________ is a company?s ability to perform;in one or more ways that competitors cannot or will not match.;a.;Positioning;b.;Deliverability;c.;Competitive;advantage;d.;Distribution;e.;Differentiation;22. The obvious means of differentiation, and;often most compelling ones to consumers, relate to aspects of the ________.;a.;price;b.;distribution;process;c.;promotions;d.;product;and service;e.;sales;team responsible for the product or service;A ________ is one that a company can use as a springboard to new advantages.;f.;customer;advantage;g.;leverageable;advantage;h.;real;advantage;i.;realized;advantage;j.;distinct;advantage;The primary;explanation for Singapore Airlines? extraordinary worldwide market share is;that Singapore Airlines? ?Singapore Girl? persona has struck a responsive chord;with much of the travelling public. This;is an example of ________.;k.;personnel;differentiation;l.;channel;differentiation;m.;position;differentiation;n.;maturity;differentiation;o.;image;differentiation;23. To say that a product has a life cycle is;to assert all of the following EXCEPT ________.;a. products have a;limited life;b. product sales;pass through distinct stages, each posing different challenges, opportunities;and problems to the seller;c. products all;basically exhibit cycle-recycle growth patterns;d. profits rise and;fall at different stages of the product life cycle;e. products require;different marketing, financial, manufacturing, purchasing, and human resource;strategies in each life-cycle stage;24. The four stages of the product life cycle;include all of the following EXCEPT ________.;a. decline;b. learning;c. maturity;d. introduction;e.;growth;25. The ________ stage of the product life;cycle is a period of rapid market acceptance and substantial profit;improvement.;a. introduction;b. growth;c. maturity;d. saturation;e.;decline;26. According 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?;a.;Introduction;b.;Growth;c.;Maturity;d.;Decline;e.;Abandonment;27. According 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?;a.;Introduction;b.;Growth;c.;Maturity;d.;Decline;e.;Abandonment;28. Which 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 replacing the product?;a.;Cycle-recycle;pattern;b.;Scalloped;pattern;c.;Growth-slump-maturity;pattern;d.;Reverse-cycle;pattern;e.;Inverse-cycle;pattern;29. A product such as;nylon (e.g., numerous uses?parachutes, hosiery, shirts, carpeting, et cetera);has been characterized as having a ________ pattern to its product lifecycle.;a.;growth-slump-maturity;b.;scalloped;c.;cycle-recycle;d.;triangular;e.;fad;30. When Mrs Tam;chose his new home, he picked a Tudor design. Tudor is best described as a(n);in home design.;a.;style;b.;fashion;c.;fad;d.;ideation;e. technological;do not normally survive (as a special category product life cycle) because they;do not normally satisfy a strong need.;e.;Styles;f.;Fashions;g.;Fads;h.;Intra-brands;i.;Trends;31. Which 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?;a.;Introduction;stage;b.;Growth;stage;c.;Maturity;stage;d.;Saturation;stage;e. Decline stage;32. Most studies;indicate, with respect to the product life cycle in its introductory stage;that the ________ gains the greatest advantage.;a.;market;pioneer;b.;market;nicher;c.;market;reverser;d.;market;follower;e. market challenger;33. Tellis and;Golder identified five factors as underpinning long-term market leadership.;Which of the following is NOT one of those factors?;a.;Vision;of mass market;b.;Persistence;c.;Slash-and-burn;tactics;d.;Relentless;innovation;e.;Asset;leverage;34. Which of the following product life cycle;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.;Prepioneering;b.;Introduction;c.;Saturation;d.;Growth;e.;Maturity;All of the following strategies have been suggested;as proper for sustaining rapid market growth during the growth stage of the;product life cycle EXCEPT ________.;f.;improving;product quality and adding new product features and improved styling;g.;entering;into new market segments;h.;lowering;prices to attract the next layer of price-sensitive buyers;i.;shifting;from product-awareness advertising to product-preference advertising;j.;moving;to sue all new entrants into the marketplace;35. Today, most products are in the ________ of;the life cycle, and most marketing managers must cope with the problems and;challenges of this stage.;a.;prepioneering;stage;b.;introduction;stage;c.;growth;stage;d.;maturity;stage;e.;decline;stage;36. 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 product;is most likely in the ________ phase of the maturity stage.;a.;growth;b.;decaying;maturity;c.;stable;d.;competitive;vulnerability;e.;abandonment;37. 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 (=) ________.;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;38. When Campbell?s;soups began advertising its soups as excellent snacks, it was using which of;the following volume-oriented brand usage strategies?;a.;Use;the product on more occasions.;b.;Use;more of the product on each occasion.;c.;Use;the product in new ways.;d.;Use;improved quality to attract new users.;e.;Use the;product in older, more traditional ways.;39. Managers try to stimulate sales by;modifying the product?s characteristics. Which of these modifications has as;its aim to increase the product?s functional performance?;a.;Feature;improvement;b.;Style;improvement;c.;Fashion;improvement;d.;Packaging;improvement;e.;Quality;improvement;40. When Vlasic created a cucumber 10 times;larger than the traditional pickle cucumber (e.g., Hamburger Stackers), it used;as a means of modifying its product so additional customers might be;attracted to the brand.;a.;quality;improvement;b.;feature;improvement;c.;style;improvement;d.;packaging;improvement;e.;idea;improvement;41. 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?;a.;Pricing;b.;Distribution;c.;Advertising;d.;Personal;selling;e.;Services;42. In the decline phase of the product life;cycle, if a firm ?milks? the firm?s investment to recover cash quickly, it is;using a strategy called ________.;a.;positioning;b.;reverse;engineering;c.;psychological;divestment;d.;harvesting;e.;abandonment;43. If an organization chooses ?harvesting? as;a decline stage PLC strategy, the first step in using such a strategy would;likely be to ________.;a.;rejuvenate;the brand or product;b.;cut;R&D costs and plant and equipment investment;c.;cut;all promotional expenses;d.;cancel;distribution contracts;e.;require;that all distributors reduce inventory of older models of the product;44. Markets 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 ________.;a.;emergence;b.;growth;c.;decline;d.;maturity;e.;destruction;45. Which of the following is a popular;criticism of product life-cycle theory?;a.;It is;too costly to implement.;b.;It has;few actual examples that can be benchmarked.;c.;It;works only in the U.S.;market.;d.;Life-cycle;patterns are too variable in shape and duration.;e.;Stages;often follow fad trends.;46. Which 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?;a.;Introduction;b.;Growth;c.;Maturity;d.;Decline;e.;Abandonment;47. During 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?;a.;Introduction;b.;Growth;c.;Maturity;d.;Decline;e.;Abandonment;48. 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).;a. introduction;b. prepioneering;c. growth;d. maturity;e. decline;A manufacturer of calculators finds that there is;an even split between customers who want small handheld calculators and those;that want large ones. This type of market, in which buyer preferences scatter;evenly, is called a(n) ________ market.;e. emerging;f. mass market;g. diffused-preference;h. niche;i.;standardized;49. Francis Kelly and Barry;Silverstein define a ________ as one that stands out, not just in its own;product category but from all other brands, and that achieves significant;results in the marketplace.;a.;point-of-difference;b.;breakaway;brand;c.;point-of-parity;d.;negatively;correlated brand attribute;e.;fragmented;market;50. If an entrepreneur discovers that;her firm?s market is one of diffused preferences, she can use a ________ to;expand sales while keeping costs low.;a.;mass-market;strategy;b.;multiple-niche;strategy;c.;bipolar;design strategy;d.;standardized;niche strategy;e.;single-niche;strategy;51. During the ________ phase of market;evolution, if a new product sells well, new firms enter the market.;a.;induction;b.;emergence;c.;growth;d.;maturity;e.;decline


Paper#47265 | Written in 18-Jul-2015

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