Question 1

A good illustration of the value position for Butterball (turkey) is

Accepted Answer

The value position of Butterball is risk- and hassle-free cooking, as they are known for their easy-to-use turkey products that come with cooking instructions and support, ensuring a stress-free holiday meal.

Question 2

All marketing strategy is built on STP segmentation, targeting, and

Accepted Answer

STP segmentation and targeting are followed by positioning, which involves communicating the unique selling proposition of the product or brand to the target market. Performance, promotion, and planning are important components of marketing strategy, but they are not part of the STP process.

Question 3

________ is the act of designing the company's offering and image to occupy a distinctive place in the mind of the target market.

Accepted Answer

This is the definition of positioning, which is a crucial aspect of marketing strategy. Preproduct launching, product conceptualization, promotion presentation, and performance imaging are all important steps in the marketing process, but they are not specifically related to the act of occupying a distinctive place in the mind of the target market, which is what positioning aims to achieve.

Question 4

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

Accepted Answer

The purpose of competitive points-of-parity is to negate the advantages of competitors' points-of-difference. This helps the organization to position itself as an acceptable option to consumers by at least matching the competitors' key offerings.

Question 5

________ are associations that are not necessarily unique to the brand but may in fact be shared with other brands.

Accepted Answer

Points-of-parity are associations that are not necessarily unique to the brand, but are shared with other brands that are considered as necessary for a brand to be considered as a legitimate player in a certain product or service category. These associations help consumers perceive the brand as credible and capable of delivering the basic expectations of the category.

Question 6

When BMW first made a strong competitive push into the U.S. market in the early 1980s, it positioned the brand as being the only automobile that offered

Accepted Answer

BMW positioned itself as offering both luxury and performance, distinguishing itself from competitors in the U.S. market. While the other options may also be benefits of purchasing a BMW, the brand's initial positioning emphasized this combination of luxury and performance.

Question 7

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

Accepted Answer

The typical approach to positioning involves stating a brand's point-of-difference after informing consumers of its membership or category. This allows the brand to differentiate itself from competitors and create a unique identity in the minds of consumers.

Question 8

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.

Accepted Answer

Category membership refers to the products or sets of products that are similar to the brand, and thus, compete with the brand. This is the starting point in defining a competitive frame of reference for a brand positioning. Option B, C, D, and E are not correct because they do not specifically refer to the products or sets of products that compete with the brand.

Question 9

As part of the strategic brand management process, each company and offering must represent the ________ in the mind of the target market.

Accepted Answer

The strategic brand management process aims to create a strong, positive perception of the brand in the minds of the target market, which means representing the right kinds of things that resonate with them.

Question 10

________ may be based on virtually any type of attribute or benefit. For example, FedEx uses "guaranteed overnight delivery" and Nike uses "performance."

Accepted Answer

The concept being described is points-of-difference (POD), which refers to the unique and valuable benefits that set a brand apart from its competitors. The examples given, such as guaranteed overnight delivery and performance, are specific attributes or benefits that differentiate the brands from others in their respective industries. Points-of-defensibility refers to a brand's ability to withstand attacks from competitors, points-of-parity refer to attributes or benefits that are shared by competing brands, points-of-conflict are areas of disagreement or tension between a brand and its customers, and points-of-service refer to touchpoints in the customer experience where the brand delivers service to the customer.

Question 11

Which of the following statements would most closely match to Volvo's value proposition for its station wagon line?

Accepted Answer

Volvo's value proposition for its station wagon line is safety and durability for families, as emphasized by the "safest, most durable wagon" statement. Option B also relates to the family-oriented nature of the wagon, but safety and durability are the primary focus of the Volvo brand. Options A, D, and E do not align as closely with Volvo's core values.

Question 12

There are three main ways to convey a brand's category membership: announcing category benefits, ________, and relying on the product descriptor.

Accepted Answer

Comparing to exemplars involves positioning the brand against other products in the same category, highlighting its unique selling points and benefits. This helps to establish the brand's category membership and differentiate it from other products in the market. The other options, such as overt publicity, industry trade press, buzz marketing, and preference positions, may help to create awareness and generate interest around the brand, but they may not necessarily convey its category membership. Relying on the product descriptor can also be effective, but it may not always be sufficient to differentiate the brand from other products in the same category.

Question 13

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.

Accepted Answer

To achieve a point-of-parity (POP), the brand needs to be perceived as “good enough” on the particular attribute or benefit. This means that the brand is not necessarily the best or the most excellent, but rather meets the minimum expectations of consumers in that category. Choosing option D that says 'good enough' makes sense in this context, all other options such as 'most excellent', 'marginal' or 'service-based' are extreme and do not fit the context of POP. Option E, neutral, could be a possible answer, but it is not as accurate as option D, which implies some level of quality or adequacy.

Question 14

Cascades's consumer paper products has a unique point of difference it can shout out to its current and prospective customers. The difference is that its products are

Accepted Answer

The statement says that Cascades's consumer paper products have a unique point of difference, and the difference is its product being truly good for the environment. This is a significant factor for consumers who are environmentally conscious and will differentiate the brand from its competitors.

Question 15

The result of positioning is the successful creation of ________, a cogent reason why the target market should buy the product.

Accepted Answer

Positioning is the process of creating a distinct image and value in the consumer's mind. The ultimate result of successful positioning is the creation of a customer-focused value proposition that clearly articulates the benefits the product offers to the target market, giving them a cogent reason to buy. Options A, B, C, and E are not the direct result of positioning.

Question 16

Assume that you are in a position to develop your organization's points-of-difference for an upcoming promotional campaign. Which of the following sets of consumer desirability criteria would best fit your promotional task?

Accepted Answer

The sets of consumer desirability criteria that best fit a promotional campaign are relevance and believability. Relevance focuses on showcasing the relevance of the product or service to the needs and wants of the target audience, while believability focuses on building credibility and trust with the target audience. By highlighting the relevance and believability of the organization's points-of-difference, the promotional campaign can effectively communicate the unique value proposition of the product or service to the target audience.

Question 17

There are three main ways that a brand's category membership can be conveyed. Which of those ways is applicable in the following situation: Tums claims to have the most acid-reducing components of any antacid?

Accepted Answer

Tums is announcing a benefit of their product within its category of antacids, namely having the most acid-reducing components. This conveys its category membership by showcasing its specific benefits compared to other products within the same category.

Question 18

Deciding to target a certain type of consumer can define the nature of ________ because certain firms have targeted that segment in the past.

Accepted Answer

Targeting a specific consumer segment influences competition as firms compete to capture the same market segment.

Question 19

To avoid confusing brand loyal customers, Ford presented the X-trainer as a "sport wagon." With respect to ways of conveying a brand's category membership, which of the following did Ford use with its new product?

Accepted Answer

Ford used the product descriptor "sport wagon" to convey the category membership of the X-trainer. This is a way of categorizing the product based on its features and characteristics, rather than comparing it to similar products or highlighting category benefits.

Question 20

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"?

Accepted Answer

The statement refers to points-of-difference, which are unique and desirable attributes of a brand that consumers perceive as distinct from the competition. The other options - points-of-value, brand concept, points-of-parity, and brand image - do not capture the specific meaning conveyed in the statement.

Quiz 10: Crafting the Brand Position