Deck 9: Crafting the Brand Positioning and Competing Effectively

Question 1

The ________ defines which other brands a brand competes with and therefore which brands should be the focus of competitive analysis.

A) consumer profitability analysis
B) competitor indexing
C) service blueprint
D) competitive frame of reference
E) cluster analysis

Answer 1

D

Question 2

Which of the following criteria relates to consumers seeing the brand association as distinctive and superior to relevant competitors?

A) desirability
B) differentiability
C) believability
D) deliverability
E) deviance

Answer 2

B

Question 3

The brand must demonstrate ________,for it to function as a true point-of-difference.

A) clear superiority on an attribute or benefit
B) clear profitability to the company
C) clear similarity to the attributes of other brands
D) technological advances for an attribute or benefit
E) exploitation of competitors' weakness

Answer 3

A

Question 4

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"?

A) points-of-inflection
B) points-of-difference
C) points-of-parity
D) points-of-value
E) points-of-presence

Question 5

________ refers to the products or sets of products with which a brand competes and which function as close substitutes.

A) Consumer profitability analysis
B) Competitive frame of reference
C) Category membership
D) Value membership
E) Demand field

Question 6

Which of the following criteria relates to consumers seeing the brand association as personally relevant to them?

A) deliverability
B) authenticity
C) desirability
D) differentiability
E) feasibility

Question 7

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?

A) points-of-difference
B) points-of-presence
C) points-of-parity
D) points-of-conflict
E) points-of-inflection

Question 8

________ are defined as companies that satisfy the same customer need.

A) Communities
B) Competitors
C) Trendsetters
D) Industries
E) Task groups

Question 9

The goal of positioning is ________.

A) to locate the brand in the minds of consumers to maximize the potential benefit to the firm
B) to discover the different needs and groups existing in the marketplace
C) to target those customers marketers can satisfy in a superior way
D) to collect information about competitors that will directly influence the firms' strategy
E) to help the firm anticipate what the actions of its competitors will be

Question 10

The result of positioning is the successful creation of ________,which provides 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) employee value proposition

Question 11

The three criteria that determine whether a brand association can truly function as a point-of-difference are ________.

A) comparability, authenticity, deliverability
B) desirability, peculiarity, deliverability
C) deviance, peculiarity, deformity
D) desirability, deliverability, and differentiability
E) differentiability, authenticity, desirability

Question 12

________ are product 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) Points-of-inflection
D) Points-of-presence
E) Points-of-divergence

Question 13

A(n)________ is a group of firms offering a product or class of products that are close substitutes for one another.

A) community
B) task force
C) industry
D) focus group
E) umbrella brand

Question 14

________ 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) Valuation
C) Pricing
D) Commercialization
E) Launching

Question 15

________ are attributes or benefits that consumers view as essential to a legitimate and credible offering within a certain product or service class.

A) Category points-of-difference
B) Conceptual points-of-parity
C) Competitive points-of-parity
D) Category points-of-parity
E) Competitive points-of-difference

Question 16

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?

A) differentiability
B) peculiarity
C) desirability
D) believability
E) deliverability

Question 17

Which of the following best describes a car company'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.
D) We are the market leader in the small car category.
E) We focus on expanding in faster-growing markets.

Question 18

The two basic forms of points-of-parity are ________ and ________.

A) conceptual points-of-parity; competitive points-of-parity
B) strategic points-of-parity; conceptual points-of-parity
C) category points-of-parity; deliverable points-of-parity
D) competitive points-of-parity; peculiar points-of-parity
E) category points-of-parity; competitive points-of-parity

Question 19

Which of the following best describes BR Chicken's value proposition?

A) We sell chicken at most major malls.
B) We undertake home delivery services.
C) We target quality-conscious consumers of chicken.
D) We sell tender golden chicken at a moderate price.
E) We charge a 10% premium on our chicken.

Question 20

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

A) positioning
B) product
C) planning
D) promotion
E) performance

Question 21

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 ________.

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

Question 22

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

A) rapid growth
B) market saturation
C) slow and steady growth
D) rapid decline
E) stability in sales volume

Question 23

Marketers typically focus on ________ in choosing the points-of-parity and points-of-difference that make up their brand positioning.

A) brand equity
B) brand awareness
C) brand benefits
D) brand architecture
E) brand extensions

Question 24

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 ________.

A) Category-based positioning
B) Need-based positioning
C) Noncomparitive positioning
D) Straddle positioning
E) Price-quality positioning

Question 25

Industrial tools claiming to have durability,and antacids announcing their efficacy convey a brand's category membership by ________.

A) relying on the product descriptor
B) comparing to exemplars
C) announcing category benefits
D) communicating deliverability variables
E) identifying counter examples

Question 26

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 ________.

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 27

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

A) to point out competitors' points-of-difference
B) to emphasize competitors' points-of-difference
C) to rationalize competitors' perceived points-of-difference
D) to globalize competitors' perceived points-of-difference
E) to negate competitors' perceived points-of-difference

Question 28

Tums claims to have the most acid-reducing components of any antacid.In what way is the brand's category membership being conveyed?

A) comparing to exemplars
B) relying on the product descriptor
C) announcing category benefits
D) focusing on reliability
E) persuasion based on believability

Question 29

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?

A) comparing to exemplars
B) communicating deliverability variables
C) identifying counter examples
D) announcing category benefits
E) relying on the product descriptor

Question 30

________ are associations designed to overcome perceived weaknesses of the brand.

A) Conceptual points-of-parity
B) Category points-of-difference
C) Competitive points-of-parity
D) Competitive points-of-difference
E) Category points-of-parity

Question 31

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

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

Question 32

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?

A) points-of-difference
B) points-of-conflict
C) points-of-parity
D) points-of-presence
E) points-of-inflection

Question 33

Which of the following statements about brand mantras is true?

A) They guide only major decisions, they have no influence on mundane decisions.
B) Their influence does not extend beyond tactical concerns.
C) They must economically communicate what the brand is and avoid communicating what it is not.
D) They can provide guidance about what ad campaigns to run and where and how to sell the brand.
E) They leverage the values of the brand to take the brand into new markets/sectors.

Question 34

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 ________.

A) brand mantras
B) brand parity
C) brand identity
D) brand architecture
E) brand extension

Question 35

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?

A) announcing category benefits
B) comparing to exemplars
C) relying on the product descriptor
D) using channel differentiation
E) maximizing negatively correlated attributes

Question 36

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 ________.

A) straddle positioning
B) category-based positioning
C) need-based positioning
D) noncomparitive positioning
E) price-quality positioning

Question 37

Straddle positions ________.

A) help firms to analyze who their competitors are
B) allow brands to expand their market coverage and potential customer base
C) are a necessity while creating a firm's vision and mission statement
D) assist firms in collecting information on competitors that will directly influence their strategy
E) are ambiguous moral principles behind the operation and regulation of marketing

Question 38

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

A) the soap is one-quarter cleansing cream
B) Doy products include bar soaps and shampoos
C) Doy soap helps users have softer skin
D) the soap brand has global presence
E) the brand has recently launched soap for men

Question 39

________ are visual representations of consumer perceptions and preferences.

A) procedural maps
B) brain maps
C) perceptual maps
D) procedural models
E) cognitive maps

Question 40

________ 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.

A) Brand mantras
B) Brand symbols
C) Brand logos
D) Brand alliances
E) Brand extensions

Question 41

Which of the following types of differentiation refers to companies effectively designing their distribution medium's coverage,expertise,and performance to make buying the product easier and more enjoyable and rewarding?

A) service differentiation
B) channel differentiation
C) image differentiation
D) product differentiation
E) employee differentiation

Question 42

Which of the following is an example of services differentiation?

A) Berry's has an intensive training program for its customer-facing staff, to ensure a consistent service standard.
B) The Swan Hotels use a distinctive signature fragrance in all outlets so that customers can associate the fragrance with the hotel.
C) JEK's sophisticated customer database allows the company to handle queries and product returns much faster than competitors.
D) RTZ shifted its products from supermarket aisles to exclusive stores as it realized that customers were willing to pay more in stores.
E) Hayley's found success by allowing buyers to customize the color and some features of its appliances before buying them.

Question 43

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?

A) announcing category benefits
B) comparing to exemplars
C) relying on the product descriptor
D) using channel differentiation
E) maximizing negatively correlated attributes

Question 44

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 ________.

A) announcing category benefits
B) identifying counter examples
C) relying on the product descriptor
D) focusing on reliability
E) comparing to exemplars

Question 45

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 ________.

A) relying on the product descriptor
B) focusing on reliability
C) comparing to exemplars
D) announcing category benefits
E) identifying counter examples

Question 46

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

A) Brand positioning
B) Market research
C) Competitive advantage
D) Competitor analysis
E) Competitive intelligence

Question 47

Singapore Airlines is well regarded in large part because of the excellence of its flight attendants.This is an example of ________ differentiation.

A) image
B) services
C) product
D) employee
E) channel

Question 48

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) always correlated
C) directly proportional
D) never correlated
E) positively correlated

Question 49

When the total market expands,the ________ usually gains the most.

A) market challenger
B) market leader
C) market follower
D) market nicher
E) market entrant

Question 50

When a firm looks for new users in groups that might use the product but do not,the firm is using the ________ strategy.

A) new-market segment
B) market-penetration
C) geographical-expansion
D) product development
E) diversification

Question 51

Which of the following is an example of image differentiation?

A) Berry's has an intensive training program for its customer-facing staff, to ensure a consistent service standard.
B) The Swan Hotels use a distinctive signature fragrance in all outlets so that customers can associate the fragrance with the hotel.
C) JEK's sophisticated customer database allows the company to handle queries and product returns much faster than competitors.
D) RTZ shifted its products from supermarket aisles to exclusive stores as it realized that customers were willing to pay more in stores.
E) Hayley's found success by allowing buyers to customize the color and some features of its appliances before buying them.

Question 52

As the marketing manager of a company that manufactures floor tiles,Evans Smith is given a target to achieve 500 new customers by the end of summer.He decides to search the market for probable customers who might use the product but do not at present.Which of the following strategies is Evans pursuing to increase the market demand for his product?

A) market-penetration strategy
B) new-market segment strategy
C) geographical-expansion strategy
D) needs-assessment strategy
E) consolidation strategy

Question 53

Which of the following is an example of channel differentiation?

A) Berry's has an intensive training program for its customer-facing employees, to ensure a consistent service standard.
B) The Swan Hotels use a distinctive signature fragrance in all outlets so that customers can associate the fragrance with the hotel.
C) JEK's sophisticated customer database allows the company to handle queries and product returns much faster than competitors.
D) RTZ shifted its products from supermarket aisles to exclusive stores as it realized that customers were willing to pay more in stores.
E) Hayley's found success by allowing buyers to customize the color and some features of its appliances before buying them.

Question 54

The ________ has the largest market share and usually shows the way to other firms in price changes,new-product introductions,distribution coverage,and promotional intensity.

A) market challenger
B) market entrant
C) market follower
D) market nicher
E) market leader

Question 55

A ________ is one that a company can use as a springboard to new advantages.

A) sustainable advantage
B) leverageable advantage
C) realistic advantage
D) rational advantage
E) distinct advantage

Question 56

Which of the following types of differentiation relates to companies having better-trained personnel who provide superior customer service?

A) channel differentiation
B) services differentiation
C) employee differentiation
D) image differentiation
E) product differentiation

Question 57

When firms look for new users in groups that have never used the product before,the firm is using the ________ strategy.

A) new-market segment
B) market-penetration
C) geographical-expansion
D) product development
E) diversification

Question 58

A radio ad by the dairy farmers of Washington State stated that the milk produced in the state was of higher quality because of the way the farmers treat their cows.They said that the difference comes from how comfortable they make their cows.Among others,this differentiation could certainly appeal to animal lovers and those moving toward organic products.This is an example of ________.

A) personnel differentiation
B) channel differentiation
C) service differentiation
D) product differentiation
E) image differentiation

Question 59

Dayton,Ohio--based Iams found success selling premium pet food through regional veterinarians,breeders,and pet stores.This is an example of ________ differentiation.

A) service
B) employee
C) image
D) product
E) channel

Question 60

A company which can differentiate itself by designing a better and faster delivery system that provides more effective and efficient solutions to consumers is most likely using ________ differentiation.

A) services
B) channel
C) image
D) product
E) employee

Question 61

Sony is an unusual market leader.It gives its customers new products that they have never asked for (e.g.,Walkmans,VCRs,video cameras,CDs).This makes Sony a(n)________ firm.

A) market-driven
B) market-driving
C) operations-driven
D) vision-driven
E) virtually-driven

Question 62

Clorox runs ads stressing the many benefits of its bleach,such as how it eliminates kitchen odors,in order to generate additional opportunities to use the brand in the same basic way.This is an attempt to ________.

A) increase the amount of consumption
B) increase the level of consumption
C) increase the perception of consumption
D) increase the frequency of consumption
E) increase the emotional implications of consumption

Question 63

A(n)________ marketer discovers solutions customers did not ask for but to which they enthusiastically respond.

A) laidback
B) responsive
C) inexperienced
D) creative
E) anticipative

Question 64

Trendz Inc.is a leading brand of fashion clothing and accessories based in Houston.After gaining a strong foothold in the U.S.,the company wants to foray into foreign markets.The management at Trends knows that people residing in other countries are likely to have different tastes and preferences,so they may have to redesign some of their offerings.Which of the following strategies is Trendz using?

A) market-penetration strategy
B) outsourcing strategy
C) geographic-expansion strategy
D) product differentiation strategy
E) ethnocentric strategy

Question 65

Which of the following is the most constructive response a market leader can make when defending its market share?

A) maintain basic cost control
B) innovate continuously
C) provide desired benefits
D) meet challengers with a swift response
E) provide expected benefits

Question 66

The defensive marketing strategy wherein a stream of new products are introduced by a firm and are announced in advance are referred to as ________ defense.

A) mobile
B) counteroffensive
C) preemptive
D) contraction
E) flank

Question 67

Oliver,a company that produces different types of olive oil,launched a promotional campaign focusing on the alternative uses of olive oil.What strategy is the company implementing to expand its total market demand?

A) using the new-market segment strategy to attract new customers
B) improving the current level of product performance
C) advertising new and different applications of the brand
D) protecting its market share
E) using the market-penetration strategy to attract new customers

Question 68

If Microsoft announces plans for a new-product development,smaller firms may choose to concentrate their development efforts in other directions to avoid head-to-head competition.In this example,Microsoft is employing a ________ strategy.

A) preemptive defense
B) counteroffensive defense
C) mobile defense
D) flank defense
E) contraction defense

Question 69

________ marketers are not just market-driven,they are proactive market-driving firms.

A) Creative
B) Responsive
C) Inexperienced
D) Laidback
E) Anticipative

Question 70

Which of the following marketing strategies requires either identifying additional opportunities to use the brand in the same basic way or identifying completely new and different ways to use the brand?

A) increasing the amount of consumption
B) decreasing the level of consumption
C) increasing dedication to consumption
D) increasing product innovation
E) increasing frequency of consumption

Question 71

In a ________ defense strategy,the market leader can meet the attacker frontally and hit its flank,or launch a pincer movement so that its forced to pull back to defend itself.

A) position
B) counteroffensive
C) preemptive
D) contraction
E) flank

Question 72

________ defense involves occupying the most desirable market space in the minds of the consumers and making the brand almost impregnable.

A) Position
B) Flank
C) Preemptive
D) Mobile
E) Contraction

Question 73

When Starbucks introduced its Tazo Tea line to bring in new customers who had never gone to Starbucks because they don't drink coffee,Starbucks was employing a ________ strategy.

A) market-penetration
B) new-market segment
C) geographical-expansion
D) niche identification
E) blue-ocean

Question 74

A market leader on the look out for more usage from existing customers should focus on increasing the frequency of consumption and ________.

A) decreasing the product price
B) the product line
C) the amount of consumption
D) decreasing production turnover time
E) diversifying into unrelated markets

Question 75

A(n)________ marketer looks ahead to needs customers may have in the near future.

A) laidback
B) creative
C) inexperienced
D) responsive
E) anticipative

Question 76

________ is an aggressive maneuver where the firm attacks first,perhaps with guerrilla action across the market and keeping everyone off balance.

A) Position defense
B) Flank defense
C) Contraction defense
D) Preemptive defense
E) Lateral defense

Question 77

Which of the following is true about proactive marketing?

A) A company needs creative anticipation to see the writing on the wall.
B) Proactive companies create new offers to serve unmet and unknown consumer needs.
C) Proactive companies refrain from practicing uncertainty management.
D) A company needs responsive anticipation to devise innovative solutions.
E) Companies are winners when they are extremely risk-averse.

Question 78

To satisfy customers,a(n)________ marketer finds a stated need and fills it.

A) creative
B) responsive
C) anticipative
D) laidback
E) inexperienced

Question 79

A marketing manager has planned a strategy that will require the organization to erect outposts to protect its weak front-running brands.In this ________ defense,the outposts will be central to the organization's new competitive strategy.

A) position
B) flank
C) preemptive
D) counteroffensive
E) mobile

Question 80

When food product companies advertise recipes that use their branded products in entirely different ways,they are increasing the ________ of the brand.

A) amount of consumption
B) level of consumption
C) dedication to consumption
D) frequency of consumption
E) awareness consumption