MKTG Ch 10 Kotler T/F
66. The preferred approach to positioning is to inform consumers of a brand's membership before stating its point-of-difference.
TRIE
61. Positioning is the act of designing the company's offering and image to occupy a distinctive place in the mind of the target market.
TRUE
63. Category membership is seen as the products or sets of products with which a brand competes and which function as close substitutes
TRUE
64. Points-of-parity are 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
TRUE
65. Points-of-parity come in two basic forms: category and competitive
TRUE
68. If a product manufacturer compares its organization's products to those of leaders in the field, the manufacturer is using what is called "comparing to exemplars" to convey a brand's category membership.
TRUE
70. One of the most obvious means of differentiation, and often most compelling to consumers, relate aspects of the product and service
TRUE
72. One of the dangers faced by firms claiming to have a high quality image is that its prestige may be lost if it goes on sale too often.
TRUE
83. According to information presented in the text, the pharmaceutical industry often has products that can be characterized as having cycle-recycle product life-cycle patterns
TRUE
93. An example of a volume strategy for modifying would be a situation where Tums antacid promotes usage as a calcium supplement.
TRUE
A good advertising strategy to use in the maturity stage of the product life cycle would be to stress brand differences and benefits.
TRUE
A good pricing strategy to use in the introduction stage of the product life cycle is to charge cost-plus
TRUE
In the introductory stage of a product's life cycle, promotion expenditures are at their highest ratio to sales
TRUE
In the product life cycle, growth is a stage of rapid market acceptance and substantial profits improvement
TRUE
Market fragmentation is often followed by a market consolidation caused by the emergence of a new attribute that has strong appeal.
TRUE
One of the assertions of saying that a product has a life cycle is to recognize that products have a limited life
TRUE
One strategy for sustaining rapid growth during the growth stage of the product life cycle is for the firm to add flanker products.
TRUE
Sales volume is made up of two factors: Volume = number of brand users times (x) usage rate per user.
TRUE
The sales curve for most product life-cycles peaks during the maturity stage of the life cycle.
TRUE
With respect to product life cycles, a style can last for generations and go in and out of vogue.
TRUE
. Companies cannot achieve differentiation by differentiating their channels as this is not the purpose of a distribution channel
FALSE
. One of the chief advantages of using the product life cycle as a forecasting procedure is that product life-cycle patterns have proven to be stable in shape and duration
FALSE
62. A good illustration of a value proposition for Domino's Pizza would be "always the cheapest price anywhere."
FALSE
67. There are three consumer desirability criteria for PODs (points-of-difference): price, value, and respectability.
FALSE
71. According to the Strategic Planning Institute, there is a significant negative correlation between relative product quality and return on investment (ROI
FALSE
94. An example of a feature improvement product modification strategy would be one where Campbell's soup is promoted as being a snack
FALSE
According to ideas found in the concept of market evolution, as market growth slows down, the market splits into finer segments and high market consolidation occurs
FALSE
Because of the pioneer advantage, virtually all market pioneers demonstrate market staying power and sustained product growth
FALSE
During the growth stage of the product life cycle, prices grow along with profits.
FALSE
Image is the way a company aims to identify or position itself or its product
FALSE
In the maturity stage of the product life cycle, three phases appear to exist: growth, decay, and abandonment
FALSE
Most product life cycles are portrayed as a scalloped shaped curve.
FALSE
Most products are in the growth stage of the life cycle, and most marketing managers cope with the problem of sustaining growth.
FALSE
One of the shortest stages in the product life cycle is the maturity stage because of the marketing manager's desire to keep the product in its growth stage.
FALSE
Retailers, in particular, use there top management and CEOs as a means of differentiating and positioning their brand
FALSE
The length of a fashion cycle is usually easy to predict.
FALSE
The profit curve for most product life-cycles peaks during the growth stage of the life cycle.
FALSE
When a firm uses a "harvesting" strategy in the decline stage of the product life cycle, it maintains the firm's investment level until the uncertainties about the industry are resolved.
FALSE
69. A good illustration of negatively correlated attributes or benefits is good tasting versus bad tasting.
FASLE
