MAN3802 Marketing Man. Quiz Review Chapter 10

Randall Ringer and Michael Thibodeau see narrative branding as based on deep metaphors that connect to​ people's memories,​ associations, and stories. Which of the following helps to create those​ metaphors? A. Visual language B. Cast C. Setting D. Narrative arc E. Good leadership

A. Visual language

In the context of​ Starbucks, 24-hour training of​ baristas, stock​ options/health benefits for​ baristas, triple-filtrated​ water, and a totally integrated system are examples of​ ________ or substantiators within the brand positioning​ bulls-eye. A. reasons to buy​ (RTB) B. brand mantras C. executional​ properties/visual identity D. points of difference E. ​values/personality/character

A. reasons to buy​ (RTB)

Companies that are trying to calculate​ ________ might do so by asking customers to​ "Name the first company that comes to mind in this​ industry." A. share of mind B. intimacy C. mystery D. share of market E. share of heart

A. share of mind

When Microsoft extended its operating system to Microsoft Office and then to networking​ applications, it was using​ a(n) ________. A. leverageable advantage B. exemplar C. customer advantage D. executional property E. brand mantra

A. leverageable advantage

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. A. marketing myopia B. factor elimination C. reliance on product description D. category points of parity E. factor reduction

A. marketing myopia

When Starbucks defines several distinct sets of​ competitors, such as​ quick-serve restaurants, convenience​ shops, supermarket brands for home​ consumption, and local​ cafes, it is using​ ________. A. multiple frames of reference B. customerization C. perceptual maps D. a​ customer-focused value proposition E. category points of parity

A. multiple frames of reference

According to the guidelines for branding small​ businesses, innovative packaging and​ pronounceable, memorable brand names are examples of​ ________ that should be well integrated. A. settings B. brand elements C. associations D. languages E. buzz

B. brand elements

​McDonald's "Food,​ Folks, and​ Fun"; Nike's​ "authentic athletic​ performance"; and​ Disney's "fun family​ entertainment" are examples of​ ________. A. brand statures B. brand mantras C. power grids D. brand equity E. brand categorizations

B. brand mantras

Which of the following should a small business avoid when considering the specific branding guidelines for small​ businesses? A. Leverage as many secondary associations as possible. B. Creatively conduct​ low-cost marketing research. C. Focus on building one or two strong brands based on one or two key associations. D. Use a​ trial-and-error approach. E. Create buzz and a loyal brand community.

D. Use a​ trial-and-error approach.

The three criteria for a brand mantra include​ communicate, simplify, and​ ________. A. desire B. deliver C. uniformity D. inspire E. assimilate

D. inspire

When it comes to points of​ parity, there is a​ ________ or acceptance that the brand is​ "good enough" on a​ dimension, even if it is not seen as equal to​ competitors, that a product must be within for consumers to base their evaluations on other factors that might be more favorable to the brand. A. blue ocean zone B. zone of categorization C. competitive brand association D. zone of tolerance E. red ocean zone

D. zone of tolerance

One of the ways to communicate category membership is to​ ________, like when Ford positioned its Freestyle​ automobile, which combined the attributes of an​ SUV, a​ minivan, and a station​ wagon, as a​ "sports wagon." A. develop a​ customer-focused value proposition B. announce category benefits C. develop a leverageable advantage D. compare to exemplars E. rely on the product descriptor

E. rely on the product descriptor

When PepsiCo determines the​ bottled-water competitors for its Aquafina brand by identifying the products or sets of products with which a brand competes and which function as close​ substitutes, it is determining​ Aquafina's ________. A. points of difference B. points of parity C. ​customer-focused value proposition D. brand mantra E. category membership

E. category membership

The three criteria that determine whether a brand association can truly function as a point of difference are​ desirability, ________, and differentiability. A. discrimination B. customerization C. demand D. implementation E. deliverability

E. deliverability

The primary explanation for​ Marlboro's extraordinary worldwide market share​ (around 30%) is that its​ "macho cowboy" image has struck a responsive chord with much of the​ cigarette-smoking public, which is an example of​ ________. A. segment differentiation B. channel differentiation C. employee differentiation D. services differentiation E. image differentiation

E. image differentiation

​Nike's strong,​ favorable, and unique​ associations-such as​ performance, innovative​ technology, and​ winning-are examples of​ ________. A. category​ points-of-parity B. brand association C. deliverables D. correlational​ points-of-parity E. multiple​ points-of-difference

E. multiple​ points-of-difference

Competitive​ ________ are associations designed to overcome perceived weaknesses of the​ brand, which might be required to negate perceived vulnerabilities or shortcomings. A. blue ocean strategies B. ​customer-focused value propositions C. points of difference D. competitive frames of reference E. points of parity

E. points of parity

All marketing strategies are built on​ STP, in which a company discovers different needs and groups in the​ marketplace, targets those it can satisfy in a superior​ way, and then​ ________ its offerings so that the target market recognizes the​ company's distinctive offerings and images. A. pushes B. penetrates C. packages D. produces E. positions

E. positions

ESPN Zone restaurants tap into competitive​ masculinity, and American Girl dolls tap into the​ mother-daughter relationship and the​ cross-generational transfer of femininity. These are examples of​ ________. A. primal branding B. employee differentiation C. cultural branding D. narrative arcs E. brand journalism

C. cultural branding

The element of narrative branding that expresses how consumers engage with the brand over time and touch points where they come into contact with the brand is the​ ________. A. narrative arc B. role the brand plays in the​ consumer's life C. customer journey D. manner in which the brand engages the senses E. visual language

C. customer journey

The intangible associations that help to establish the tone for the words and actions of the​ brand, which exist on the outer circle of the​ brand-positioning bull's-eye, are​ ________. A. brand mantras B. substantiators C. ​values/personality/character D. points of difference E. executional​ properties/visual identity

C. ​values/personality/character

The​ ________ defines which other brands a company competes with​ and, therefore, which brands should be the focus of competitive analysis. A. straddle position B. perceptual map C. competitive frame of reference D. ​customer-focused value proposition E. point of parity

C. competitive frame of reference

A beverage company can create a visual representation of consumer​ perceptions, preferences, and​ competitors, and it can show the ideal configurations for different market segments using a​ ________. A. category point of parity B. ​customer-focused value proposition C. perceptual map D. point of difference E. frame of reference

C. perceptual map

When BMW first made its strong competitive push into the U.S. 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. A. zone of tolerance positioning B. a competitive frame of reference C. straddle positioning D. perceptual mapping E. red ocean thinking

C. straddle positioning

​Domino's reason why a target market should buy its pizza is​ "A delicious hot​ pizza, delivered promptly to your​ door." This is also known as​ Domino's ________. A. perceptual map B. competitive frame of reference C. value proposition D. points of parity E. straddle positioning

C. value proposition