Marketing quốc tế 10 brand decision

A to locate the brand in the minds of consumers to maximize the potential benefit to the firmB to discover the different needs and groups existing in the marketplace C to target those cu

Marketing Management, 14e (Kotler/Keller)

Chapter 10 Crafting the Brand Positioning

1) All marketing strategy is built on STPsegmentation, targeting, and

3) The goal of positioning is

A) to locate the brand in the minds of consumers to maximize the potential benefit to the firmB) to discover the different needs and groups existing in the marketplace

C) to target those customers marketers can satisfy in a superior way

D) to collect information about competitors that will directly influence the firms' strategyE) to help the firm anticipate what the actions of its competitors will be

Answer: A

Page Ref: 276

Objective: 1

Difficulty: Moderate

4) The result of positioning is the successful creation of , which provides a cogent reason why the target market should buy the product

A) an award-winning promotional campaign

B) a customer-focused value proposition

C) a demand channel

D) everyday low pricing

E) employee value proposition

5) Which of the following best describes a car company's value proposition?

A) We charge a 20% premium on our cars

B) We target safety-conscious upscale families

C) We sell the safest, most durable wagon

D) We are the market leader in the small car category

E) We focus on expanding in faster-growing markets

6) Which of the following best describes BR Chicken's value proposition?

A) We sell chicken at most major malls

B) We undertake home delivery services

C) We target quality-conscious consumers of chicken

D) We sell tender golden chicken at a moderate price

E) We charge a 10% premium on our chicken

7) The defines which other brands a brand competes with and therefore which brands should be the focus of competitive analysis.

A) consumer profitability analysis

A) Consumer profitability analysis

B) Competitive frame of reference

11) Which of the following statements about blue ocean thinking is true?

A) It involves designing creative business ventures to positively affect both a company's cost structure

and its value proposition to consumers

B) In blue ocean thinking, industry boundaries are defined and accepted, and the competitive rules of the game are known

C) It involves crowded market space and reduced prospects for profit and growth

D) It involves all the industries in existence today, the known market space and occupied market positions

E) In blue ocean thinking, value to consumers comes from reintroducing factors the industry has previously offered

14) The three criteria that determine whether a brand association can truly function as a difference are .

point-of-A) comparability, authenticity, deliverability

B) desirability, peculiarity, deliverability

C) deviance, peculiarity, deformity

D) desirability, deliverability, differentiability

E) differentiability, authenticity, desirability

Answer: D

Page Ref: 280

Objective: 3

Difficulty: Easy

15) Which of the following criteria relates to consumers seeing the brand association as

personally relevant to them?

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

B) clear profitability to the company

C) clear similarity to the attributes of other brands

D) technological advances for an attribute or benefit

E) exploitation of competitors' weakness

Answer: A

Page Ref: 280

Objective: 3

Difficulty: Moderate

19) The two basic forms of points-of-parity are and

A) conceptual points-of-parity; competitive points-of-parity

B) strategic points-of-parity; conceptual points-of-parity

C) category points-of-parity; deliverable points-of-parity

D) competitive points-of-parity; peculiar points-of-parity

E) category points-of parity; competitive points-of-parity

21) Philip Morris bought Miller brewing and launched low-calorie beer, at a time when

consumers had the impression that low-calorie beer does not taste as good as normal beer What does the company assure by stating that the beer tastes good?

22) Philip Morris bought Miller brewing and launched low-calorie beer, at a time when

consumers had the impression that low-calorie beer does not taste as good as normal beer What did the company try to build when they conveyed the fact that the beer contained one third less calories and hence it is less filling?

24) Nivea became the leader in the skin cream class on the "gentle", "protective" and "caring" platform The company further moved into classes such as deodorants, shampoos and cosmetics Attributes like gentle and caring were of no value unless consumers believed that its deodorant was strong enough, its shampoo would cleanse and its cosmetics would be colorful enough This

26) As a marketing manager, which of the following would be the best purpose for your

organization's competitive points-of-parity?

A) to point out competitors' points-of-difference

B) to emphasize competitors' points-of-difference

C) to rationalize competitors' perceived points-of-difference

D) to globalize competitors' perceived points-of-difference

E) to negate competitors' perceived points-of-difference

Answer: E

Page Ref: 281

Objective: 3

Difficulty: Moderate

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

A) the soap is one-quarter cleansing cream

B) Dove products include bar soaps and shampoos

C) Dove soap helps users have softer skin

D) the soap brand has global presence

E) the brand has recently launched soap for men

30) Marketers typically focus on in choosing the parity and difference

points-of-that make up their brand positioning

A) help firms to analyze who their competitors are

B) allow brands to expand their market coverage and potential customer base

C) are a necessity while creating a firm's vision and mission statement

D) assist firms in collecting information on competitors that will directly influence their strategyE) are ambiguous moral principles behind the operation and regulation of marketing

Answer: B

Page Ref: 283

Objective: 3

Difficulty: Moderate

33) Which of the following statements about brand mantras is true?

A) They guide only major decisions, they have no influence on mundane decisions

B) Their influence does not extend beyond tactical concerns

C) They must economically communicate what the brand is and avoid communicating what it is not

D) They can provide guidance about what ad campaigns to run and where and how to sell the brand

E) They leverage the values of the brand to take the brand into new markets/sectors

Answer: D

Page Ref: 285

Objective: 3

Difficulty: Easy

34) American Express'- "Worldclass Service, Personal Recognition," Mary Kay's - "Enriching women's lives," Hallmark's- "Caring Shared," and Starbucks'-"Rewarding Everyday Moments" are examples of .

35) are short, three- to five-word phrases that capture the irrefutable essence or spirit

of the brand positioning and ensure that the company's own employees understand what the brand represents

37) BMW's "The ultimate driving machine," American Express' "Don't leave home without it," New York Times' "All the news that's fit to print," and AT&T's "Reach out and touch someone" are all examples of

38) A brand mantra should be

A) original, ambiguous, and straightforward

B) unique, complex, and inspirational

C) communicative, simple, and inspirational

D) competitive, sensitive, and simple

E) unique, sensitive, and explanatory

41) For brands in more stable categories where extensions into more distinct categories are less likely to occur, the brand mantra may focus more exclusively on .

B) relying on the product descriptor

C) announcing category benefits

43) The typical approach to positioning is to inform consumers of a brand's category

membership before stating its ,

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

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

C) announcing category benefits

D) communicating deliverability variables

E) identifying counter examples

A) announcing category benefits

B) comparing to exemplars

C) relying on the product descriptor

D) using channel differentiation

E) maximizing negatively correlated attributes

47) Which of the following ways to conveying a brand's category membership relates to known,

well-noteworthy brands in a category helping a brand specify its category membership?

A) comparing to exemplars

B) communicating deliverability variables

C) identifying counter examples

D) announcing category benefits

E) relying on the product descriptor

A) announcing category benefits

B) comparing to exemplars

C) relying on the product descriptor

D) using channel differentiation

E) maximizing negatively correlated attributes

A) relying on the product descriptor

B) focusing on reliability

C) comparing to exemplars

D) announcing category benefits

E) identifying counter examples

Answer: C

Page Ref: 288

Objective: 3

Difficulty: Easy

50) Ford Motor Co invested more than $1 billion on a radical new 2004 model called the Trainer, which combined the attributes of an SUV, a minivan, and a station wagon To

X-communicate its unique position—and to avoid association with its Explorer and Country Squire models—the vehicle, eventually called Freestyle, was designated a "sports wagon" According tothe given scenario, Ford Motor Co conveyed their brand's category membership by A) announcing category benefits

B) identifying counter examples

C) relying on the product descriptor

53) A is one that a company can use as a springboard to new advantages

56) 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?

58) Which of the following is an example of channel differentiation?

A) Berry's has an intensive training program for its customer-facing employees, 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

59) Which of the following is an example of image differentiation?

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

60) Which of the following is an example of services differentiation?

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

61) A radio ad by the dairy farmers of Washington State stated that the milk produced in the statewas of higher quality because of the way the farmers treat their cows They said that the

difference comes from how comfortable they make their cows Among others, this differentiationcould certainly appeal to animal lovers and those moving toward organic products This is an example of

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

67) Which of the following traits of a brand's ability to become a lovemark keeps the five senses

of sight, hearing, smell, touch, and taste on constant alert for new textures, intriguing scents and tastes, music, and other such stimuli?

70) Which element of a brand story framework do Randall Ringer and Michael Thibodeau relate

to the time, place, and context of the brand story?

71) Which element of a brand story framework do Randall Ringer and Michael Thibodeau relate

to the way the narrative logic unfolds over time, including actions, desired experiences, defining events, and the moment of epiphany?

72) Which element of a brand story framework do Randall Ringer and Michael Thibodeau relate

to the authenticating voice, metaphors, symbols, themes, and leitmotifs?

73) Which of the following statements about the branding guidelines for a small business is true?A) A small business must creatively conduct low-cost marketing research.

B) A small business must avoid leveraging secondary brand associations

C) A small business must separate the well-integrated brand elements to enhance both brand awareness and brand image

D) A small business must disintegrate the brand elements to maximize the contribution of each

of the three main sets of brand equity drivers

E) A small business must focus on building more than two strong brands based on a number of associations

79) Category membership is seen as the products which function as close substitutes of a brand Answer: TRUE

85) 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

88) Category points-of-parity may change over time due to technological advances, legal

developments, or consumer trends

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

98) Brands are never affiliated with categories in which they do not hold membership.

Answer: FALSE

Page Ref: 287

Objective: 3

Difficulty: Easy

99) There are situations in which consumers know a brand's category membership but may not

be convinced the brand is a valid member of the category