Question

Select one answer for each five

QUESTION 2

1.     Products and brands in niche markets hope to achieve profits through ________.

		medium pricing
		high promotability
		low margins
		lower demand
		high margins

1 points   

QUESTION 3

1.     Refer to pg. 249 in your text. From a marketing management perspective, there are three main sets of brand equity drivers. Which of the three drivers was most applicable when McDonald’s decided to use the “golden arches” and Ronald McDonald as symbols of their brand?

		The initial choices for the brand elements or identities making up the brand.
		The profitability associated with brand development.
		The product and all accompanying marketing activities and supporting marketing programs.
		The service and all accompanying marketing activities and supporting marketing programs.
		Associations indirectly transferred to the brand by linking it to some other entity.

1 points   

QUESTION 4

1.     Market Challengers can attempt to increase sales volume by ________.

		all answers are correct
		having consumers use the product in new ways
		attracting competitors' customers
		having consumers use more of the product on each occasion
		having their consumers use the product on more occasions

1 points   

QUESTION 5

1.     A company’s major enduring asset is ________.

		its brand
		its shareholders
		its culture
		its workers
		its leadership

1 points   

QUESTION 6

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

		Points-of-difference
		Points-of-inflection
		Points-of-presence
		Points-of-divergence
		Points-of-parity

1 points   

QUESTION 7

1.     The goal of positioning is ________.

		to help the firm anticipate what the actions of its competitors will be
		to collect information about competitors that will directly influence the firms' strategy
		to discover the different needs and groups existing in the marketplace
		to target those customers marketers can satisfy in a superior way
		to locate the brand in the minds of consumers in relation to competing brands

1 points   

QUESTION 8

1.     As a marketing manager, you would want to draw attention to your points-of-difference and:

		point out competitors' points-of-parity
		rationalize competitors' perceived points-of-difference
		emphasize competitors' points-of-difference
		negate competitors' perceived points-of-difference
		globalize competitors' perceived points-of-difference

1 points   

QUESTION 9

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

		clear profitability to the company
		clear similarity to the attributes of other brands
		technological advancement
		clear superiority on a (unique) attribute or benefit
		exploitation of competitors' weakness

1 points   

QUESTION 10

1.     The world’s strongest brands share common attributes. Which of the following would NOT be among those common attributes?

		The brand stays relevant.
		The company monitors sources of brand equity.
		The pricing strategy is based on consumer perceptions of value.
		The brand excels at delivering the benefits consumers truly desire.
		The brand that spends the most is the most respected and valued.

1 points   

QUESTION 11

1.     Establishing and communicating the distinctive benefit(s) of the company's market offering, for each target segment is called ________.

		market research
		marketing effectiveness
		market segmentation
		market positioning
		market dominance

1 points   

QUESTION 12

1.     Which of the following is the most constructive response a market leader can make when defending its market share?

		provide desired benefits
		maintain basic cost control
		innovate continuously
		meet challengers with a swift response
		provide expected benefits

1 points   

QUESTION 13

1.     Which of the following is NOT a good market leader strategy?

		Maintain and enhance brand equity
		Innovate
		Attempt to grow the category
		Aggressively defend its position
		Imitate and match competitors

1 points   

QUESTION 14

1.     Strong brands possess all of the following marketing advantages EXCEPT ________.   

		more elastic consumer response to price decreases
		improved perceptions of product performance
		greater loyalty
		larger margins
		guaranteed profits

1 points   

QUESTION 15

1.     While most brand of bottled water claim that they are “healthy”, “clean”, and “tasty”, Nestle promises that its brand of natural spring water is “healthier water that has a crispier and cleaner taste” than its competitors. Nestle’s competitive strategy is based on:

		Excelling in Points of Parity (POP)
		Estalishing Strong Points of Difference (POD)
		Launching a Flank Attack Strategy
		Effecitve use of Market Challenger Strategy
		Repositioning

1 points   

QUESTION 16

1.     As a marketing manager, you would want to emphasize your points-of-difference and…?

		point out competitors' points-of-parity
		emphasize competitors' points-of-difference
		negate competitors' perceived points-of-difference
		globalize competitors' perceived points-of-difference
		rationalize competitors' perceived points-of-difference

Answer 1

2.high margins

3. The initial choices for the brand elements or identities making up the brand.

4. all answers are correct

5. its brand

6. Points-of-parity

7. to locate the brand in the minds of consumers in relation to competing brands

8. negate competitors' perceived points-of-difference

9. clear superiority on a (unique) attribute or benefit

10. The brand that spends the most is the most respected and valued.

11. market positioning

12. innovate continuously

13. Imitate and match competitors

14. guaranteed profits

15. Establishing Strong Points of Difference (POD)

16. negate competitors' perceived points-of-difference