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MAN6805 Test3.pdf

MAN6805 Test3.pdf - Question 1 3 out of 3 points A brand...

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Question 1 3 out of 3 points A brand must demonstrate ________, for it to function as a true point-of- difference. Selected Answer: clear superiority of an attribute or benefit Question 2 3 out of 3 points The ________ defines which other brands a brand competes with and therefore which brands should be the focus of competitive analysis. Selected Answer: competitive frame of reference Question 3 3 out of 3 points 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? Selected Answer: deliverability Question 4 3 out of 3 points ________ are attributes or benefits that consumers view as essential to a legitimate and credible offering within a certain product or service class. Selected Answer: Category points-of-parity Question 5 3 out of 3 points When Coca-Cola focused on developing its soft drink business but missed seeing the market for coffee bars and fresh-fruit-juice bars that eventually impinged on its soft-drink business, it was suffering from ________ because it
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defined competition in traditional category and industry terms. Selected Answer: marketing myopia Question 6 Which of the following best describes a car company's value proposition? Selected Answer: We sell the safest, most durable wagon. Question 7 3 out of 3 points Points-of-________ are product associations that are not necessarily unique to the brand but may in fact be shared with other brands. Selected Answer: parity Question 8 Which of the following is true of skim pricing? Selected 3 out of 3 points Answer: Correct Answer: Skim pricing is viable when a business has a sustainable differentiation advantage in a sensitive market with few competitors. Skim pricing is viable when a business has a sustainable differentiation advantage in a sensitive market with few competitors. Question 9 Which of the following is true of the value-in-use pricing method? Selected 3 out of 3 points Answer:
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Correct Answer: The product price is set to provide customers with an attractive savings after considerin cycle costs of the product. The product price is set to provide customers with an attractive savings after considerin cycle costs of the product.
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