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Final Exam1. Professor Kahn demonstrated the use of a Value Map. According to the Fair Value framework and to the lecture, what should companies try to do?2. In the STP framework, what does "STP" stand for?Offer better than fair value on all three bundles.Offer fair value on all three bundles.Offer fair value on two bundles and offer better than fair value on the other bundle.3. The Gillette Sensitive portfolio (pictured below) "combines outstanding shaving performance and comfort to address the significant unmet need of 70% of men who say they have sensitive skin." What is the point of difference in this positioning statement?Outstanding shaving performance and comfortOther razorsMen with sensitive skin
4. In Nike's brand mantra "Authentic Athletic Performance," which of the three words is the emotional modifier?5. Disney, started by brothers Roy and Walt Disney, is one of the world's most famous mass media corporations. What type of name is Disney?6. In Professor Kahn's lectures, she discussed the two axes of color. What were the two axes?Familiarity & ExcitementBrightness & WarmthArousal & Affect7. Which color is most preferred by men and is known to curb appetite?
8. A lot of designer clothing companies will send free clothes to celebrities with hopes that the celebrities will wear their clothing in public and attract more customers to the brand. What mode of endorsement are these clothing companies trying to achieve?9. The image below, which displays Nivea's packaging since 1963, is an example of the ____________, which is when companies use tiny little tweaks to make sure their packaging and brand stay modern. 10. Due to massive customer heterogeneity, Professor Fader would say there’s more opportunity to “move the needle” via ___________ than ___________.