Question 1

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

A)   innovativeness
B)   reliability
C)   insensitivity
D)   resilience
E)   accuracyF) D) and E)
G) None of the above

Question 2

Sally's is a boutique bakery that specializes in cupcakes. Give some methods by which Sally's can position itself without spending a lot on promotions.

Accepted Answer

1. Social Media Marketing: Sally's can c...

Question 3

A good illustration of negatively correlated attributes or benefits is good taste versus bad taste.

Accepted Answer

A) True 
 B)False

Question 4

Narrative branding is based on deep metaphors that connect to people's memories, associations, and stories.

Accepted Answer

A) True 
 B)False

Question 5

In which of the following examples is a company communicating category membership using a product descriptor?

Accepted Answer

A)   Use Zipex for quick and thorough cleaning.
B)   Barry's Oats, when you want nutrition and flavor.
C)   Clarity offers you the best prices for the best quality.
D)   Choose Grissom's for an unparalleled shopping experience.
E)   Chloe: All you need for a beautiful you.F) A) and B)
G) A) and C)

Question 6

Which of the following is an example of image differentiation?

Accepted Answer

A)   Berry's has an intensive training program for its customer-facing staff, to ensure a consistent service standard.
B)   The Swan Hotels use a distinctive signature fragrance in all outlets so that customers can associate the fragrance with the hotel.
C)   JEK's sophisticated customer database allows the company to handle queries and product returns much faster than competitors.
D)   RTZ shifted its products from supermarket aisles to exclusive stores as it realized that customers were willing to pay more in stores.
E)   Hayley's found success by allowing buyers to customize the color and some features of its appliances before buying them.F) C) and D)
G) A) and B)

Question 7

Provide an example of a leverageable advantage.

Accepted Answer

A leverageable advantage is one that a c...

Question 8

Which of the following types of differentiation relates to companies having better-trained personnel who provide superior customer service?

Accepted Answer

A)   channel differentiation
B)   services differentiation
C)   employee differentiation
D)   image differentiation
E)   product differentiationF) A) and B)
G) A) and C)

Question 9

A company is more likely to be hurt by current competitors than by emerging competitors or new technologies.

Accepted Answer

A) True 
 B)False

Question 10

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

Accepted Answer

A) True 
 B)False

Question 11

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

Accepted Answer

A) True 
 B)False

Question 12

Which of the following ways to convey a brand's category membership relates to well-known, noteworthy brands in a category helping a brand specify its category membership?

Accepted Answer

A)   comparing to exemplars
B)   communicating deliverability variables
C)   identifying counter examples
D)   announcing category benefits
E)   relying on the product descriptorF) B) and D)
G) A) and C)

Question 13

The industry concept of competition reveals a broader set of actual and potential competitors than competition defined in just the market concept.

Accepted Answer

A) True 
 B)False

Question 14

Marketers typically focus on brand ________ in choosing the points-of-parity and points-of-difference that make up their brand positioning.

Accepted Answer

A)   equity
B)   awareness
C)   benefits
D)   architecture
E)   extensionsF) D) and E)
G) C) and E)

Question 15

One common difficulty in creating a strong, competitive brand positioning is that many of the attributes or benefits that make up the points-of-parity and points-of-difference are ________.

Accepted Answer

A)   negatively correlated
B)   always correlated
C)   directly proportional
D)   never correlated
E)   positively correlatedF) B) and C)
G) B) and D)

Question 16

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

A)   services differentiation
B)   channel differentiation
C)   image differentiation
D)   product differentiation
E)   employee differentiationF) A) and D)
G) All of the above

Question 17

Positioning requires that marketers define and communicate only the differences between their brand and its competitors.

Accepted Answer

A) True 
 B)False

Question 18

Which of the following criteria relates to consumers seeing the brand association as distinctive and superior to relevant competitors?

Accepted Answer

A)   desirability
B)   differentiability
C)   believability
D)   deliverability
E)   devianceF) B) and E)
G) C) and D)

Question 19

Which of the following is NOT one of the specific branding guidelines for small businesses?

Accepted Answer

A)   Creatively conduct low-cost marketing research.
B)   Leverage as many secondary associations as possible.
C)   Focus on building one or two strong brands based on one or two key associations.
D)   Create buzz and a loyal brand community.
E)   Use a trial-and-error approach.F) C) and D)
G) A) and B)

Question 20

How can coffee shop chain Belling convey its category membership? List the methods it can use to achieve this.

Accepted Answer

The three main ways to convey ...

Exam 10: Crafting the Brand Positioning

Positioning requires that marketers define and communicate only the differences between their brand and its competitors.

Correct AnswerverifiedShow Answer

Which of the following types of differentiation relates to companies having better-trained personnel who provide superior customer service?

Correct AnswerverifiedShow Answer

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 ________.

Correct AnswerverifiedShow Answer

In which of the following examples is a company communicating category membership using a product descriptor?

Correct AnswerverifiedShow Answer

Which of the following is NOT one of the specific branding guidelines for small businesses?

Correct AnswerverifiedShow Answer

Which of the following is an example of image differentiation?

Correct AnswerverifiedShow Answer

Which of the following criteria relates to consumers seeing the brand association as distinctive and superior to relevant competitors?

Correct AnswerverifiedShow Answer

A company is more likely to be hurt by current competitors than by emerging competitors or new technologies.

Correct AnswerverifiedShow Answer

Sally's is a boutique bakery that specializes in cupcakes. Give some methods by which Sally's can position itself without spending a lot on promotions.

Correct AnswerAnswered by ExamLex AI1. Social Media Marketing: Sally's can c...View AnswerShow Answer

Provide an example of a leverageable advantage.

Correct AnswerverifiedA leverageable advantage is one that a c...View AnswerShow Answer

The industry concept of competition reveals a broader set of actual and potential competitors than competition defined in just the market concept.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

A good illustration of negatively correlated attributes or benefits is good taste versus bad taste.

Correct AnswerverifiedShow Answer

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?

Correct AnswerverifiedShow Answer

Narrative branding is based on deep metaphors that connect to people's memories, associations, and stories.

Correct AnswerverifiedShow Answer

How can coffee shop chain Belling convey its category membership? List the methods it can use to achieve this.

Correct AnswerverifiedThe three main ways to convey ...View AnswerShow Answer

One common difficulty in creating a strong, competitive brand positioning is that many of the attributes or benefits that make up the points-of-parity and points-of-difference are ________.

Correct AnswerverifiedShow Answer

Marketers typically focus on brand ________ in choosing the points-of-parity and points-of-difference that make up their brand positioning.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Which of the following ways to convey a brand's category membership relates to well-known, noteworthy brands in a category helping a brand specify its category membership?

Correct AnswerverifiedShow Answer

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Answered by ExamLex AI
1. Social Media Marketing: Sally's can c...
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A leverageable advantage is one that a c...
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The three main ways to convey ...
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