Top 10 learning questions for chapter10
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TOP 10 LEARNING QUESTIONS FOR Chapter 10 – Crafting the Brand Positioning Jay Sarmiento Dec 16, 2010
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Transcript of Top 10 learning questions for chapter10
TOP 10 LEARNING QUESTIONS FORChapter 10 – Crafting the Brand PositioningJay SarmientoDec 16, 2010
Chapter 10 – Crafting the Brand Positioning
1. All marketing strategy is built on STP. What does STP stand for?
a) Service, Technology, Progressb) Segregation, Target Market, Processc) Segmentation, targeting, positioning
Chapter 10 – Crafting the Brand Positioning
• Segmentation, targeting and positioning• A company discovers different needs and
groups in the marketplace, targets those it can satisfy in a superior way, and then positions its offering so the target market recognizes the company's distinctive offering and image.
• Answer C
Chapter 10 – Crafting the Brand Positioning
2. This is the act of designing the company's offering and image to occupy a distinctive place in the minds of the target market.
a) Corporate Identityb) Positioningc) Public Relations
Chapter 10 – Crafting the Brand Positioning
• Positioning distinguishes a company's offering and distinctive image in minds of the target market.
• Answer B
Chapter 10 – Crafting the Brand Positioning
3. Points of Difference• Nike = Performance• Lexus = Quality• Apple= ?
a) Diversityb) Technologyc) Design
Chapter 10 – Crafting the Brand Positioning
• Points of Difference are attribute or benefits consumers strongly associate with a brand, positively evaluate , and believe they could not find to the same extent with a competitive brand.
• Answer C
Chapter 10 – Crafting the Brand Positioning
4. What are the two basic forms of associated in concern with Points-of-Parity?
a) Category and Competitiveb) Consumer and Competitorc) Catalog and Categories
Chapter 10 – Crafting the Brand Positioning
• Two basic forms of association• Category points-of-parity they represent
necessary- but not sufficient- conditions for brand choice.
• Competitive points-of-parity are associations designed to negate competitors' points of difference.
• Answer A
Chapter 10 – Crafting the Brand Positioning• 5. The product life cycle is typically divided into
four (4) stages, which of the following is NOT part of the product life cycle.
a) Inceptionb) Growthc) Maturityd) Decline
Chapter 10 – Crafting the Brand Positioning• The product life cycle consist of the following:
a) Introduction- a period of slow sales growth as the product is introduced in the market
b) Growth- rapid growth period
Chapter 10 – Crafting the Brand Positioningc) Maturity- slow down of sales growth as the product gains acceptance.
d) Decline- sales shows a downward drift and profits erode.
• Answer A
Chapter 10 – Crafting the Brand Positioning• 6. Which of the following has a product life cycle
that is hard to predict?
a) Styleb) Fashionc) Fad
Chapter 10 – Crafting the Brand Positioning• The length of a fashion cycle is hard to predict.
One point of view is that fashions end because they represent a purchase compromise and consumers start looking for the missing attributes.
• Answer B
Chapter 10 – Crafting the Brand Positioning• 7. 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.
a) most excellentb) Neutralc) Marginald) good enoughe) service-based
Chapter 10 – Crafting the Brand Positioning
• Points of Parity are associations that are not necessarily unique to the brand but may in fact be share with other brands.
• Answer D
Chapter 10 – Crafting the Brand Positioning• 8. The________ stage of the product is
characterized as being one where there is period of rapid market acceptance and substantial profit improvement.
a) introduction b) growth c) maturity d) saturation
Chapter 10 – Crafting the Brand Positioning• Product Life Cycle
• The growth stage of the product is characterized as being one where there is period of rapid market acceptance and substantial profit improvement.
• Answer B
Chapter 10 – Crafting the Brand Positioning• 9. Based on the general bell-shaped curve used
to illustrate the product life cycle, which of the following stages is generally seen when the sales curve is at its peak?
a) Introduction b) Growth c) Maturity d) Decline
Chapter 10 – Crafting the Brand Positioning
• Answer B
Chapter 10 – Crafting the Brand Positioning• 10. Which of the following product life cycle do
not normally survive because they do not normally satisfy a strong need.
a) Stylesb) Fashionsc) Fadsd) Trend
Chapter 10 – Crafting the Brand Positioning• Fads fail to survive because they don’t normally
satisfy a strong need.
• Their acceptance cycle is short, and they tend to attract only a limited following who are searching for excitement or want to distinguish themselves from others.
• Answer C
