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1、265Chapter 10: Crafting the Brand PositioningGENERAL CONCEPT QUESTIONSMultiple Choice 1. As part of the strategic brand management process, each company and offering must represent a distinctive _ in the mind of the target market. a. promotionb. cellc. big idead. ade. organizational conceptAnswer: c
2、 Page: 309 Level of difficulty: Medium2. All marketing strategy is built on STPsegmentation, targeting, and _. a. positioningb. productc. planningd. promotione. performanceAnswer: a Page: 310 Level of difficulty: Medium3. _ is the act of designing the companys offering and image to occupy a distinct
3、ive place in the mind of the target market.a. Positioningb. Product conceptualizationc. Promotion presentationd. Performance imaginge. Preproduct launching Answer: a Page: 310 Level of difficulty: Easy4. The result of positioning is the successful creation of _, a cogent reason why the target market
4、 should buy the product. a. an award winning promotional campaignb. a customer-focused value propositionc. a demand channeld. every-day-low-pricing e. strategic window of opportunityAnswer: b Page: 310 Level of difficulty: HardPart 4: Building Strong Brands2665. A good illustration of the value posi
5、tion for Perdue (chicken) is _. a. one price beats allb. bring chicken to the worldc. ethical values, the American way, and quality chickend. chicken any way you like ite. more tender golden chicken at a moderate premium priceAnswer: e Page: 311 Level of difficulty: Hard6. A starting point in defini
6、ng 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. a. functional membershipb. competitive fieldc. category membershipd. value membershipe. demand fieldAnswer: c Page: 311 L
7、evel of difficulty: Medium7. 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”? a. Brand image
8、b. Points-of-differencec. Points-of-parityd. Points-of-valuee. Brand conceptAnswer: b Page: 312 Level of difficulty: Medium8. _ are associations that are not necessarily unique to the brand but may in fact be shared with other brands. a. Points-of-parityb. Points-of-differencec. Brand cellsd. Brand
9、positionse. Points-of-competitive fieldAnswer: a Page: 313 Level of difficulty: Medium9. 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 enoug
10、he. service-basedAnswer: d Page: 313 Level of difficulty: MediumChapter 10: Crafting the Brand Positioning26710. The preferred approach to positioning is to inform consumers of a brands membership before stating its _. a. point-of-parityb. point-of-differencec. point-of-conflictd. point-of-weaknesse
11、. point-of-referenceAnswer: b Page: 314 Level of difficulty: Medium11. There are three main ways to convey a brands category membership: announcing category benefits, _, and relying on the product descriptor.a. overt publicityb. industry trade pressc. buzz marketingd. preference positionse. comparin
12、g to exemplarsAnswer: e Page: 315 Level of difficulty: Hard12. To avoid confusing brand loyal customers, Ford presented the X-trainer as a “sport wagon.” With respect to ways of conveying a brands category membership, which of the following did Ford use with its new product? a. Announcing category b
13、enefits.b. Comparing to exemplars.c. Relying on the product descriptor.d. Using brand perception to increase profits.e. Using public relations to secure brand position.Answer: c Page: 315 Level of difficulty: Medium13. Points-of-parity are driven by the needs of category membership and _. a. loyalty
14、b. large marginsc. guaranteed profitsd. the necessity of negating competitors PODs (points-of-difference) e. the creation of PODs (points-of-difference) Answer: d Page: 315 Level of difficulty: Hard14. There are at least three key consumer desirability criteria for PODs (points-of-difference): relev
15、ance, distinctiveness, and _. a. believability b. presentation stylec. economyd. non-technologicale. information contentAnswer: a Page: 315 Level of difficulty: MediumPart 4: Building Strong Brands26815. Which of the following desirability criteria asks a question such as “Is the positioning preempt
16、ive, defensible, and difficult to attack?” when determining a POD (point-of-difference)? a. Feasibilityb. Communicabilityc. Sustainabilityd. Knowledgeablee. Value orientation Answer: c Page: 316 Level of difficulty: Hard16. Marketers must decide at which level to anchor the brands points-of-differences. At the lowest level are _. For example, Dove soap can talk about the fact th
