If Starbucks considers quick-serve restaurants and convenience shops in its competitive frame of reference, then intended ________ might be quality, image, experience and variety, while intended ________ might be convenience and value.

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Points of Difference (PODs) are attributes or benefits that consumers strongly associate with a brand, positively evaluate, and believe they could not find to the same extent with a competitive brand. In this context, quality, image, experience, and variety are PODs. Points of Parity (POPs) are attributes or benefits that are not necessarily unique to the brand but may be shared with other brands. Convenience and value are POPs in this competitive frame.

If Starbucks Considers Quick-Serve Restaurants and Convenience Shops in Its