Question 1

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.

Accepted Answer

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.

Question 2

A competitive point-of-parity negates competitors' perceived points-of-difference.

Accepted Answer

A competitive point-of-parity is a similarity or match with competitors' offerings, which can negate their perceived points-of-difference or unique advantages.

Question 3

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

Accepted Answer

The success of Iams was due to its differentiated channel - selling through regional veterinarians, breeders, and pet stores - as opposed to selling through traditional retail channels like grocery stores.

Question 4

Category points-of-parity are unique to a brand.

Accepted Answer

Points-of-parity are characteristics that are shared among multiple brands in a particular category. They are not unique to a single brand.

Question 5

Which of the following is an example of image differentiation?

Accepted Answer

Image differentiation involves creating a unique perception of a brand in the customer's mind. Using a distinctive signature fragrance in all outlets is an example of image differentiation as it creates a sensory experience that customers can associate with the hotel. Choices A, C, D, and E describe examples of operational, technological, and product differentiation, respectively.

Question 6

If a brand is developing an offering with multiple frames of reference, which of the following is NOT advisable?

Accepted Answer

Adopting a lowest common denominator positioning would mean compromising on the uniqueness and appeal of the offering to cater to all frames of reference, which may not be effective in standing out in any specific market. Therefore, it is not advisable to adopt this approach when developing an offering with multiple frames of reference.

Question 7

Trying to be all things to all people leads to highest-common-denominator positioning, which is typically effective.

Accepted Answer

Trying to be all things to all people can lead to diluted messaging that doesn't effectively reach or resonate with any particular audience. It's typically more effective to focus on a specific target audience and tailor messaging and positioning to their needs and interests.

Question 8

Straddle positioning refers to a brand using different positioning with different categories of competitors.

Accepted Answer

The answer of Straddle positioning refers to a brand using...

Question 9

Points-of-parity are attributes or benefits consumers strongly associate with a brand and believe that they could not find to the same extent with a competitive brand.

Accepted Answer

Points-of-parity are attributes or benefits that are largely similar across brands within a category, not unique strengths of a single brand. They are the aspects that bring brands to a similar level in the consumers' eyes, rather than differentiating them.

Question 10

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?

Accepted Answer

Channel differentiation refers to companies designing their distribution channels to make buying the product easier and more enjoyable for consumers. This type of differentiation includes factors such as coverage, expertise, and performance of the distribution medium.

Question 11

Category points-of-parity may change over time due to technological advances, legal developments, or consumer trends.

Accepted Answer

Points-of-parity can shift over time due to changes in technology, laws, or consumer preferences, which can impact what consumers consider to be essential features or attributes of products or services within a category.

Question 12

Suppliers who are dependable in their on-time delivery, order completeness, and order-cycle time are most likely to be differentiated based on ________.

Accepted Answer

Dependability in on-time delivery, order completeness, and order-cycle time is a key characteristic of supplier reliability.

Question 13

Category points-of-parity are associations designed to overcome perceived weaknesses of the brand.

Accepted Answer

Category points-of-parity are associations that are not necessarily unique to the brand but may be shared with other brands. They are essential for being considered a legitimate and credible player within a certain category, rather than overcoming weaknesses.

Question 14

Which of the following is an example of channel differentiation?

Accepted Answer

Channel differentiation refers to the methods a company uses to distinguish its distribution channels from those of competitors, often to reach customers more effectively or provide a unique shopping experience. RTZ moving its products from supermarket aisles to exclusive stores is an example of channel differentiation, as it changes the way products are distributed and sold, potentially attracting customers who prefer or value the exclusivity and personalized service of such stores.

Question 15

Suppliers who are better at handling emergencies, product recalls, and inquiries are most likely to be differentiated based on their ________.

Accepted Answer

Suppliers who excel in handling emergencies, product recalls, and inquiries demonstrate resilience, as they can effectively manage and adapt to unexpected challenges.

Question 16

A supplier creates better information systems, and introduces barcoding, mixed pallets, and other methods of helping the consumer. The supplier is most likely to be differentiated on its ________.

Accepted Answer

The supplier is differentiating itself based on its innovation - the introduction of barcoding and mixed pallets.

Question 17

Subway restaurants are positioned as offering healthy, good-tasting sandwiches. When the competitive frame of reference is quick-serve restaurants like McDonald's, what is the POD?

Accepted Answer

The POD (point of difference) for Subway restaurants is their positioning as a healthier alternative to traditional fast food options, such as McDonald's. While taste, convenience, and brand may also be important factors, Subway's primary focus on health sets it apart from its competitors within the quick-serve restaurant category. Price is not necessarily a point of difference, as many fast food chains offer similar price points.

Question 18

Associations that make up points-of-difference are based exclusively on product features.

Accepted Answer

Points-of-difference can also be based on brand image, brand reputation, and other factors beyond product features.

Question 19

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

Accepted Answer

The excellence of flight attendants is related to the employees, making it an example of employee differentiation.

Question 20

Points-of-parity may be shared among two or more brands.

Accepted Answer

Points-of-parity refer to the similarities or shared features among brands in a particular product category. Therefore, it is possible for two or more brands to have shared points-of-parity.

Quiz 10: Crafting the Brand Positioning

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.