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Unformatted text preview: Chapter 10: Crafting the Brand Positioning GENERAL CONCEPT QUESTIONS Multiple 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. promotion b. cell c. big idea d. ad e. organizational concept Answer: c Page: 300 Difficulty: Medium AACSB: Reflective Thinking 2. All marketing strategy is built on STP—segmentation, targeting, and ________. a. positioning b. product c. planning d. promotion e. performance Answer: a Page: 300 Difficulty: Medium AACSB: Analytic Skills 3. ________ 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. Product conceptualization c. Promotion presentation d. Performance imaging e. Preproduct launching Answer: a Page: 300 Difficulty: Easy AACSB: Analytic Skills 4. Which of the following best describes Volvo’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 in which your family can ride. d. We make cars. e. None of the above is a value proposition. Answer: c Page: 300 Difficulty: Medium AACSB: Reflective Thinking Part 4: Building Strong Brands 5. The result of positioning is the successful creation of ________, 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. strategic window of opportunity Answer: b Page: 300 Difficulty: Hard AACSB: Reflective Thinking 6. A starting point in defining 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 membership b. competitive field c. category membership d. value membership e. demand field Answer: c Page: 300 Difficulty: Medium AACSB: Analytic Skills 7. 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 b. Points-of-difference c. Points-of-parity d. Points of value e. Brand concept Answer: b Page: 301 Difficulty: Medium AACSB: Analytic Skills 8. ________ are 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. Brand cells d. Brand positions e. Points of competitive field Answer: a Page: 301 Difficulty: Medium 9. 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....
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- Spring '09