Marketing Management Chpt 10

Brand storytelling is a less-structured approach to brand positioning

True

Category points-of-parity may change over time due to technological advances, legal developments, or consumer trends.

True

Brand mantras typically are designed to capture the brand's points-of-________, that is, what is unique about the brand.

difference

The typical approach to positioning is to inform consumers of a brand's category membership before stating its point-of-________.

difference

Which of the following statements about the branding guidelines for a small business is true

A small business must creatively conduct low-cost marketing research.

Subway restaurants are positioned as offering healthy, good-tasting sandwiches. When the competitive frame of reference is quick-serve restaurants like McDonald's, what is the POD?

health

A supplier creates better information systems, and introduces barcoding, mixed pallets, and other methods of helping the consumer. The supplier is most likely to be differentiated on its ________.

innovativeness

Which element of a brand story framework do Randall Ringer and Michael Thibodeau relate to the authenticating voice, metaphors, symbols, themes, and leitmotifs?

language

One common difficulty in creating a strong, competitive brand positioning is that many of the attributes or benefits that make up the points-of-parity and points-of-difference are ________.

negatively correlated

Points-of-________ are product associations that are not necessarily unique to the brand but may in fact be shared with other brands.

parity

Philip Morris bought Miller Brewing and launched low-calorie beer, at a time when consumers had the impression that low-calorie beer does not taste as good as normal beer. What did the company try to build when they conveyed the fact that the beer contained one third less calories and hence it is less filling

points-of-difference

Which of the following terms is most closely associated with the 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"?

points-of-difference

Philip Morris bought Miller Brewing and launched low-calorie beer, at a time when consumers had the impression that low-calorie beer does not taste as good as normal beer. What does the company assure by stating that the beer tastes good?

points-of-parity

Customer lifetime value is affected by revenue and by the costs of customer acquisition, retention, and cross-selling.

positioning

________ is the act of designing the company's offering and image to occupy a distinctive place in the minds of the target market.

positioning

Points-of-parity are important while designing brand mantras for brands facing ________.

rapid growth

Suppliers who are dependable in their on-time delivery, order completeness, and order-cycle time are most likely to be differentiated based on ________.

reliability

Ford Motor Co. invested more than $1 billion on a radical new 2004 model called the X-Trainer, which combined the attributes of an SUV, a minivan, and a station wagon. To communicate its unique position — and to avoid association with its Explorer and Country Squire models — the vehicle, eventually called Freestyle, was designated a "sports wagon." According to the given scenario, Ford Motor Co. conveyed their brand's category membership by ________.

relying on the product descriptor

Suppliers who are better at handling emergencies, product recalls, and inquiries are most likely to be differentiated based on their ________.

resilience

Which of the following statements about brand mantras is true?

They can provide guidance about what ad campaigns to run and where and how to sell the brand.

The competitive frame of reference defines which other brands that a brand competes with

True

The product descriptor that follows the brand name is often a concise means of conveying category origin.

True

The purpose of brand mantras is to ensure that employees and external marketing partners understand what the brand is in order to represent it to the customers

True

There are situations in which consumers know a brand's category membership but may not be convinced the brand is a valid member of the category

True

To analyze its competitors, a company needs to gather information about both the real and the perceived strengths and weaknesses of each competitor

True

Perdue's cogent reason why a target market should buy its chicken is "More tender golden chicken at a moderate premium price," also known as its ________.

customer-focused value proposition

The three criteria that determine whether a brand association can truly function as a point-of-difference are ________.

desirability, deliverability, differentiability

Which of the following criteria relates to consumers seeing the brand association as distinctive and superior to relevant competitors?

differentiability

The goal of positioning is to ________.

A) locate the brand in the minds of consumers to maximize the potential benefit to the firm

Using the industry approach, competitors are defined as companies that satisfy the same customer need.

False

While creating a loyal brand community is useful for large companies, it is not cost-effective for small firms.

False

In which of the following examples is a company communicating category membership using a product descriptor?

Barry's Oats, when you want nutrition and flavor.

A marketer that wants to anchor a point-of-difference for Dove soap on brand benefits might emphasize which of the following?

Dove soap helps users have softer skin.

A good positioning should contain points-of-difference and points-of-parity that have rational but not emotional components.

False

Cultural branding is essential for small firms, but ineffective for large companies

False

ESPN Zone restaurants tap into competitive masculinity and American Girl dolls tap into mother-daughter relationship and the cross-generational transfer of femininity. These are examples of narrative arcs

False

In the context of Starbucks, 24-hour training program for baristas, stock options/health benefits, triple filtrated water, and a totally integrated system are examples of brand mantras within the brand positioning bull's-eye

False

Points-of-parity are attributes or benefits consumers strongly associate with a brand and believe that they could not find to the same extent with a competitive brand

False

Positioning requires that marketers define and communicate only the differences between their brand and its competitors.

False

Straddle positioning refers to a brand using different positioning with different categories of competitors

False

The industry concept of competition reveals a broader set of actual and potential competitors than competition defined in just the market concept

False

If Starbucks considers quick-serve restaurants and convenience shops in its competitive frame of reference, then intended ________ might be quality, image, experience and variety, while intended ________ might be convenience and value

PODs; POPs

Which of the following is an example of channel differentiation?

RTZ shifted its products from supermarket aisles to exclusive stores as it realized that customers were willing to pay more in stores.

Subway restaurants are positioned as offering healthy, great-tasting sandwiches. ________ positioning allows the brand to create a point-of-parity (POP) on taste and a point-of-difference (POD) on health with respect to quick-serve restaurants such as McDonald's and Burger King and, at the same time, a POP on health and a POD on taste with respect to health food restaurants and cafés.

Straddle

Which of the following is an example of image differentiation?

The Swan Hotels use a distinctive signature fragrance in all outlets so that customers can associate the fragrance with the hotel.

A leverageable advantage is one that a company can use as a springboard to new advantages.

True

If Barry compares his organization's products to those of leaders in the field, then he is conveying category membership by "comparing to exemplars

True

Narrative branding is based on deep metaphors that connect to people's memories, associations, and stories

True

One of the ways to communicate category membership is to rely on the product descriptor, like when Ford positioned its Freestyle automobile, which combined the attributes of an SUV, a mini-van, and a station wagon, as a "sports wagon."

True

Perceptual maps provide quantitative portrayals of market situations and the way consumers view different products, services, and brands along various dimensions

True

Positioning is the act of designing the company's offering and image to occupy a distinctive place in the minds of the target market.

True

Small businesses must focus on building one or two strong brands based on one or two key associations

True

Which of the following is NOT one of the specific branding guidelines for small businesses?

Use a trial-and-error approach.

Which of the following best describes BR Chicken's value proposition

We sell tender golden chicken at a moderate price

The result of positioning is the successful creation of ________, which provides a cogent reason why the target market should buy the product.

a customer-focused value proposition

If a brand is developing an offering with multiple frames of reference, which of the following is NOT advisable?

adopt lowest common denominator positioning

A well-known car manufacturing company introduces a new hatchback model by describing its distinctive features and then stressing the speed and safety qualities of the car. Which of the following is the company using to convey its membership in the hatchback segment?

announcing category benefits

Tums claims to have the most acid-reducing components of any antacid. In what way is the brand's category membership being conveyed?

announcing category benefits

Marketers typically focus on brand ________ in choosing the points-of-parity and points-of-difference that make up their brand positioning.

benefits

When Coca-Cola determines the bottled-water competitors for its Dasani brand by identifying the products or sets of products with which a brand competes and which function as close substitutes, it is determining Dasani's ________.

category membership

Consumers might not consider a hand sanitizer truly a hand sanitizer unless they are gels designed to apply topically, contain alcohol that kills the germs present on the skin, and developed for use after washing hands or for those times when soap and water are not available. These service elements are considered ________.

category points-of-parity

Nivea became the leader in the skin cream class on the "gentle," "protective," and "caring" platform. The company further moved into classes such as deodorants, shampoos, and cosmetics. Attributes like gentle and caring were of no value unless consumers believed that its deodorant was strong enough, its shampoo would cleanse, and its cosmetics would be colorful enough. This is an example of ________.

category points-of-parity

The two basic forms of points-of-parity are ________ points-of-parity and ________ points-of-parity.

category; competitive

Dayton, Ohio-based Iams found success selling premium pet food through regional veterinarians, breeders, and pet stores. This is an example of ________ differentiation.

channel

Which of the following types of differentiation refers to companies effectively designing their distribution medium's coverage, expertise, and performance to make buying the product easier and more enjoyable and rewarding?

channel differentiation

A brand must demonstrate ________, for it to function as a true point-of-difference.

clear superiority of an attribute or benefit

SJC is a new retailer that targets the youth market. SJC needs to make an impression using advertising, and decides to use funny or irreverent ads to get its point across. Each ad features one of SJC's competitors and conveys an advantage SJC has over that competitor. Which of the following is the company using to convey its membership in the retail segment?

comparing to exemplars

When Tommy Hilfiger was an unknown brand, advertising announced his membership as a great US designer by associating him with Geoffrey Beene, Stanley Blacker, Calvin Klein, and Perry Ellis, who were recognized members of that category. Tommy Hilfiger conveyed the brand's category membership by ________.

comparing to exemplars

Which of the following ways to convey a brand's category membership relates to well-known, noteworthy brands in a category helping a brand specify its category membership

comparing to exemplars

________ is a company's ability to perform in one or more ways that competitors cannot or will not match.

competitive advantage

The ________ defines which other brands a brand competes with and therefore which brands should be the focus of competitive analysis.

competitive frame of reference

Singapore Airlines is well regarded in large part because of the excellence of its flight attendants. This is an example of ________ differentiation.

employee

Which of the following types of differentiation relates to companies having better-trained personnel who provide superior customer service?

employee differentiation

American Express' "World-Class Service, Personal Recognition," Mary Kay's "Enriching women's lives," Hallmark's "Caring Shared," and Starbucks' "Rewarding Everyday Moments" are examples of brand ________.

mantras

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 defined competition in traditional category and industry terms.

marketing myopia

Which element of a brand story framework do Randall Ringer and Michael Thibodeau relate to the way the narrative logic unfolds over time, including actions, desired experiences, defining events, and the moment of epiphany?

narrative arc

Randall Ringer and Michael Thibodeau see ________ as based on deep metaphors that connect to people's memories, associations, and stories.

narrative branding

Which element of a brand story framework do Randall Ringer and Michael Thibodeau relate to the time, place, and context of the brand story?

setting

A brand ________ is a translation of the brand mantra that attempts to creatively engage consumers and others external to the company.

slogan

BMW's "The ultimate driving machine," American Express' "Don't leave home without it," New York Times' "All the news that's fit to print," and AT&T's "Reach out and touch someone" are all examples of brand ________.

slogan

When BMW first made its strong competitive push into the US market in the early 1980s, it positioned the brand as the only automobile that offered both luxury (competing with Cadillac) and performance (competing with the Corvette), which is known as ________ because it uses points-of-difference and points-of-parity across categories.

straddle positioning