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MarketingCh1Answers - Chapter 10 Crafting the Brand...

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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 ________. 3. ________ is the act of designing the company’s offering and image to occupy a distinctive place in the minds of the target market. 4. Which of the following best describes Volvo’s value proposition?
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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. 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”?
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