Question 1

Characterize the differences between style,fashion,and fad life cycles.

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Question 2

Brands can be differentiated on the basis of many variables; however,four differentiation strategies are emphasized in the text.List and briefly characterize the three differentiation strategies.

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Question 3

There are three main ways to convey a brand's category membership.What are those three ways

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Question 4

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

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The set of consumer desirability criteria that would best fit developing points-of-difference for a promotional campaign are relevance, distinctiveness, and believability. Relevance ensures that the promotional message speaks directly to the target audience's needs and wants, distinctiveness sets the product apart from competitors, and believability establishes credibility and trustworthiness in the message. This set of criteria helps to capture the consumer's attention and establish a favorable image of the product or service being promoted.

Question 5

Like products,markets evolve through four stages.What are those four stages Characterize each stage of a market's evolution.

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Question 6

Assume that you are the marketing manager for a large appliance manufacturer.You have had five quarters of rapid sales growth and would like to prolong the eventual downturn that always follows periods of high growth for as long as possible.You also know that any one of six strategies for sustaining rapid market growth can be used to achieve your objective.What are the six generally accepted strategies for sustaining rapid growth in a market from which you will make your choice answer: The firm uses several strategies to sustain rapid market growth,and they are: (1)improves product quality and adds new product features and improved styling; (2)adds new models and flanker products; (3)enters new market segments; (4)increases its distribution coverage and enters new distribution channels; (5)shifts from product-awareness advertising to product-preference advertising; or (6)lowers prices to attract the next layer of price-sensitive buyers.

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Question 7

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

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Points-of-difference (POD) refer to unique and favorable attributes or benefits that differentiate a brand from its competitors. The example of FedEx using "guaranteed overnight delivery" and Nike using "performance" are both points-of-difference as they set them apart from their competitors in the marketplace.

Question 8

In choosing points-of-difference,one of the primary considerations is that consumers find points-of-difference desirable.There are three key consumer desirability criteria for points-of-difference.What are those three criteria

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Question 9

"It's not delivery,it's DiGiorno!" This ad campaign helped DiGiorno's pizza become the frozen pizza leader.Which of the following terms is most associated with the company's promotional success strategy

Accepted Answer

The ad campaign "It's not delivery, it's DiGiorno!" is a clever positioning strategy, emphasizing that the product is not just any frozen pizza but a high-quality pizza that can rival restaurant delivery. This helped establish DiGiorno's brand as a premium option and differentiate it from other frozen pizza brands.

Question 10

With respect to positioning,explain points-of-parity and points-of-difference.

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Question 11

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

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Emphasizing that Dove soap helps users have softer skin is an effective way to anchor a point-of-difference for the brand based on brand benefits. This highlights a key benefit that sets Dove apart from other soap brands and appeals to customers who prioritize skin care. Options A and B focus on product features and distribution, respectively, which do not necessarily differentiate Dove from other brands in a meaningful way. Option D may be a useful point to highlight in advertising or promotional materials, but it does not communicate a unique benefit of using Dove soap.

Question 12

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

Accepted Answer

Points-of-parity are used to negate competitors' points-of-difference by ensuring that your brand meets the basic expectations in the category, thus neutralizing competitors' advantages.

Question 13

A marketing manager asks a subordinate,"Can the favorability of the new brand association we just created in our recent ad campaign be reinforced and strengthened over time" Which of the following delivery criteria used for choosing points-of-difference would be most appropriate to the question asked

Accepted Answer

The delivery criteria of sustainability would be most appropriate to the question asked, as it focuses on whether the point-of-difference or brand association can be reinforced and strengthened over time. This is important for ensuring long-term success and competitiveness in the market. Relevance, communicability, and feasibility are also important delivery criteria, but they do not directly address the question of sustainability. Comparisons is not a delivery criteria, but rather a method for evaluating the effectiveness of the chosen point-of-difference.

Question 14

The product life cycle's bell-shaped curve is generally depicted as being divided into four stages.Briefly name and characterize each of the four stages.

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Question 15

Characterize an organization's strategies with respect to product,price,distribution,and advertising for a product in its maturity stage of the product life cycle.Use information found in the summary table on the product life cycle to construct your answer.Be sure to characterize each of the four strategic areas mentioned.

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Question 16

Consumers might not consider a travel agency truly a travel agency unless it is able to make air and hotel reservations,provide advice about leisure packages,and offer various ticket payment and delivery options.These service elements are considered ________.

Accepted Answer

Category points-of-parity are the essential service elements that consumers expect from all providers in a particular category. In the travel agency category, consumers expect that the agency will be able to provide air and hotel reservations, offer leisure packages advice, and offer various ticket payment and delivery options. Therefore, these service elements are considered category points-of-parity.

Question 17

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

Accepted Answer

The brand's claim that it has the most acid-reducing components is announcing the category benefits of antacids, which is a way of conveying its category membership.

Question 18

A company's positioning and differentiation strategy must change as the product,market,and competitors change over the product life cycle.To say that a product has a life cycle is assert four things.What are those four things

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Question 19

Splenda sugar substitute became a category leader by differentiating itself on its authenticity as a product derived from sugar.This POD demonstrates ________ because target consumers found it to be unique and superior.

Accepted Answer

The POD that Splenda sugar substitute demonstrates is distinctiveness. The product differentiated itself by being seen as unique and superior to other sugar substitutes, which led the target consumers to choose it over competitors.

Question 20

If your task was to construct a positioning statement for a new product that your company was considering as an addition to your product portfolio,what would be the best first step for you to take

Accepted Answer

The best first step for constructing a positioning statement for a new product is to identify its membership in a specific category. This helps to establish context and differentiate the product from competitors. Cost, manufacturer, distribution, and image can be included in the positioning statement but should not be the primary focus.

Quiz 10: Crafting the Brand Positioning