Kotler mm14 tif10test bank for marketing management Koter PDF

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Marketing Management, 14e (Kotler/Keller) Chapter 10 Crafting the Brand Positioning 1) All marketing strategy is built on STPsegmentation, targeting, and ________. A) positioning B) product C) planning D) promotion E) performance Answer: A Page Ref: 275 Objective: 1 AACSB: Analytic skills Difficulty: Easy 2) ________ is the act of designing the company's offering and image to occupy a distinctive place in the minds of the target market. A) Positioning B) Valuation C) Pricing D) Commercialization E) Launching Answer: A Page Ref: 276 Objective: 1 AACSB: Analytic skills Difficulty: Easy 3) The goal of positioning is ________. A) to locate the brand in the minds of consumers to maximize the potential benefit to the firm B) 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' strategy E) to help the firm anticipate what the actions of its competitors will be Answer: A Page Ref: 276 Objective: 1 Difficulty: Moderate

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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 Answer: B Page Ref: 276 Objective: 1 AACSB: Reflective thinking Difficulty: Easy 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. Answer: C Page Ref: 276 Objective: 1 AACSB: Analytic skills Difficulty: Moderate 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. Answer: D Page Ref: 276 Objective: 1 AACSB: Analytic skills Difficulty: Moderate

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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 B) competitor indexing C) service blueprint D) competitive frame of reference E) cluster analysis Answer: D Page Ref: 276 Objective: 1 Difficulty: Easy 8) ________ refers to the products or sets of products with which a brand competes and which function as close substitutes. A) Consumer profitability analysis B) Competitive frame of reference C) Category membership D) Value membership E) Demand field Answer: C Page Ref: 277 Objective: 2 AACSB: Analytic skills Difficulty: Easy 9) ________ are defined as companies that satisfy the same customer need. A) Communities B) Competitors C) Trendsetters D) Industries E) Task groups Answer: B Page Ref: 278 Objective: 1 Difficulty: Easy 10) A(n) ________ is a group of firms offering a product or class of products that are close substitutes for one another. A) community B) task force C) industry D) focus group E) umbrella brand Answer: C Page Ref: 278 Objective: 1 Difficulty: Easy 3 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

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. Answer: A Page Ref: 278 Objective: 1 Difficulty: Moderate 12) Which of the following terms is most closely associated with the 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) points-of-inflection B) points-of-difference C) points-of-parity D) points-of-value E) points-of-presence Answer: B Page Ref: 280 Objective: 3 AACSB: Analytic skills Difficulty: Easy 13) ________ are product associations that are not necessarily unique to the brand but may in fact be shared with other brands. A) Points-of-parity B) Points-of-difference C) Points-of-inflection D) Points-of-presence E) Points-of-divergence Answer: A Page Ref: 280 Objective: 3 Difficulty: Easy

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14) The three criteria that determine whether a brand association can truly function as a point-ofdifference are ________. 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? A) deliverability B) authenticity C) desirability D) differentiability E) feasibility Answer: C Page Ref: 280 Objective: 3 Difficulty: Easy 16) Which of the following criteria relates to the company having the internal resources and commitment to feasibly and profitably create and maintain the brand association in the minds of consumers? A) differentiability B) peculiarity C) desirability D) believability E) deliverability Answer: E Page Ref: 280 Objective: 3 Difficulty: Easy

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17) Which of the following criteria relates to consumers seeing the brand association as distinctive and superior to relevant competitors? A) desirability B) differentiability C) believability D) deliverability E) deviance Answer: B Page Ref: 280 Objective: 3 Difficulty: Easy 18) The brand must demonstrate ________, for it to function as a true point-of-difference. A) clear superiority on an attribute or benefit 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 Answer: E Page Ref: 280 Objective: 3 Difficulty: Easy 20) ________ are attributes or benefits that consumers view as essential to a legitimate and credible offering within a certain product or service class. A) Category points-of-difference B) Conceptual points-of-parity C) Competitive points-of-parity D) Category points-of-parity E) Competitive points-of-difference Answer: D Page Ref: 280 Objective: 3 Difficulty: Easy

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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? A) points-of-difference B) points-of-presence C) points-of-parity D) points-of-conflict E) points-of-inflection Answer: C Page Ref: 280-281 Objective: 3 Difficulty: Moderate 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? A) points-of-difference B) points-of-conflict C) points-of-parity D) points-of-presence E) points-of-inflection Answer: A Page Ref: 280- 281 Objective: 3 Difficulty: Moderate 23) Consumers might not consider a hand sanitizer truly a hand sanitizer unless they are gels designed to apply topically, contain alcohol that kills the germs present on the skin, and developed for use after washing hands or for those times when soap and water are not available. These service elements are considered ________. A) competitive points-of-difference B) competitive points-of-parity C) category points-of-difference D) category points-of-parity E) conceptual points-of-parity Answer: D Page Ref: 280- 281 Objective: 3 AACSB: Analytic skills Difficulty: Moderate

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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 is an example of ________. A) competitive points-of-parity B) competitive points-of-difference C) category points-of-parity D) category points-of-difference E) competitive points-of-presence Answer: C Page Ref: 280- 281 Objective: 3 AACSB: Analytic skills Difficulty: Moderate 25) ________ are associations designed to overcome perceived weaknesses of the brand. A) Conceptual points-of-parity B) Category points-of-difference C) Competitive points-of-parity D) Competitive points-of-difference E) Category points-of-parity Answer: C Page Ref: 281 Objective: 3 Difficulty: Easy 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

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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 Answer: C Page Ref: 283 Objective: 3 AACSB: Analytic skills Difficulty: Moderate 28) Subway restaurants are positioned as offering healthy, great-tasting sandwiches. ________ allows the brand to create a point-of-parity (POP) on taste and a point-of-difference (POD) on health with respect to quick-serve restaurants such as McDonald's and Burger King and, at the same time, a POP on health and a POD on taste with respect to health food restaurants and cafés. A) Category-based positioning B) Need-based positioning C) Noncomparitive positioning D) Straddle positioning E) Price-quality positioning Answer: D Page Ref: 283 Objective: 3 AACSB: Reflective thinking Difficulty: Moderate 29) BMW positioned itself as the only automobile that offered both luxury and performance. At that time, consumers saw U.S. luxury cars as lacking performance. It was able to achieve a pointof-difference on performance and a point-of-parity on luxury with respect to U.S. luxury cars like Cadillac. This is an example of ________. A) straddle positioning B) category-based positioning C) need-based positioning D) noncomparitive positioning E) price-quality positioning Answer: A Page Ref: 283 Objective: 3 Difficulty: Moderate

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30) Marketers typically focus on ________ in choosing the points-of-parity and points-ofdifference that make up their brand positioning. A) brand equity B) brand awareness C) brand benefits D) brand architecture E) brand extensions Answer: C Page Ref: 283 Objective: 3 Difficulty: Easy 31) ________ are visual representations of consumer perceptions and preferences. A) Procedural maps B) Brain maps C) Perceptual maps D) Procedural models E) Cognitive maps Answer: C Page Ref: 283 Objective: 3 Difficulty: Easy 32) Straddle positions ________. 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 strategy E) 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 10 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

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 ________. A) brand mantras B) brand parity C) brand identity D) brand architecture E) brand extension Answer: A Page Ref: 284- 285 Objective: 3 AACSB: Analytic skills Difficulty: Moderate 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. A) Brand mantras B) Brand symbols C) Brand logos D) Brand alliances E) Brand extensions Answer: A Page Ref: 284- 285 Objective: 3 Difficulty: Easy 36) A ________ is a translation of the brand mantra that attempts to creatively engage consumers and others external to the company. A) brand vision B) brand extension C) brand architecture D) brand slogan E) brand alliance Answer: D Page Ref: 286 Objective: 3 Difficulty: Easy

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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 ________. A) brand slogan B) brand personality C) brand mission D) brand architecture E) brand vision Answer: A Page Ref: 286 Objective: 3 AACSB: Analytic skills Difficulty: Moderate 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 Answer: C Page Ref: 286 Objective: 3 Difficulty: Easy 39) Brand mantras typically are designed to capture the brand's ________, that is, what is unique about the brand. A) points-of-conflict B) points-of-parity C) points-of-inflection D) points-of-difference E) points-of-presence Answer: D Page Ref: 286 Objective: 3 Difficulty: Easy 40) Points-of-parity are important while designing brand mantras for brands facing ________. A) rapid growth B) market saturation C) slow and steady growth D) rapid decline E) stability in sales volume Answer: A Page Ref: 286 Objective: 3 Difficulty: Moderate 12 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

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 ________. A) points-of-difference B) points-of-presence C) points-of-inflection D) points-of-parity E) points-of-conflict Answer: A Page Ref: 286 Objective: 3 Difficulty: Easy 42) Tums claims to have the most acid-reducing components of any antacid. In what way is the brand's category membership being conveyed? A) comparing to exemplars B) relying on the product descriptor C) announcing category benefits D) focusing on reliability E) persuasion based on believability Answer: C Page Ref: 288 Objective: 3 AACSB: Analytic skills Difficulty: Moderate 43) The typical approach to positioning is to inform consumers of a brand's category membership before stating its ________, A) point-of-parity B) point-of-difference C) point-of-conflict D) point-of-weakness E) point-of-presence Answer: B Page Ref: 288 Objective: 3 AACSB: Analytic skills Difficulty: Easy

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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. Answer: B Page Ref: 288 Objective: 3 AACSB: Analytic skills Difficulty: Moderate 45) Industrial tools claiming to have durability, and antacids announcing their efficacy convey a brand's category membership by ________. A) relying on the product descriptor B) comparing to exemplars C) announcing category benefits D) communicating deliverability variables E) identifying counter examples Answer: C Page Ref: 288 Objective: 3 Difficulty: Easy 46) A well-known car manufacturing company introduces a new hatchback model by describing its distinctive features and then stressing the speed and safety qualities of the car. Which of the following is the company using to convey its membership in the hatchback segment? A) announcing category benefits B) comparing to exemplars C) relying on the product descriptor D) using channel differentiation E) maximizing negatively correlated attributes Answer: A Page Ref: 288 Objective: 3 AACSB: Analytic skills Difficulty: Moderate

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47) Which of the following ways to conveying a brand's category membership relates to wellknown, 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 Answer: A Page Ref: 288 Objective: 3 Difficulty: Easy 48) SJC is a new retailer that targets the youth market. SJC needs to make an impression using advertising, and decides to use funny or irreverent ads to get its point across. Each ad features one of SJC's competitors and conveys an advantage SJC has over that competitor. Which of the following is the company using to convey its membership in the retail segment? A) announcing category benefits B) comparing to exemplars C) relying on the product descriptor D) using channel differentiation E) maximizing negatively correlated attributes Answer: B Page Ref: 288 Objective: 3 AACSB: Analytic skills Difficulty: Moderate 49) When Tommy Hilfiger was an unknown brand, advertising announced his membership as a great U.S. designer by associating him with Geoffrey Beene, Stanley Blacker, Calvin Klein, and Perry Ellis, who were recognized members of that category. Tommy Hilfiger conve...