CH 10 Crafting the Brand Positioning
5 likes1,688 views
The document is a blog post that provides questions and answers about branding and marketing concepts covered in Chapter 10. It discusses key topics like points of parity/difference, conveying brand category membership, desirability criteria for differentiating brands, differentiation strategies, how product managers can stimulate sales, the stages of market evolution including emergence, growth, maturity, and decline. Diagrams and examples like Apple iPhone are provided to help explain the concepts.
CH 10 Crafting the Brand Positioning
- 1. TOP 10 Questions for Chapter 10: Crafting the Brand Positioning Anna Katrina L. Guray April 15, 2011 http://annaguray06.blogspot.com
- 2. 1. are associations/benefits that can be shared with other brands. Points-of-Parity Points-of-Difference Brand Image Brand Concept Points-of-Value Question #1 http://annaguray06.blogspot.com
- 3. POPs is POINTS-OF-PARITY Concept 1: POPs SHARING FEATURES & BENEFITS + = = + + http://annaguray06.blogspot.com
- 4. 1. are associations/benefits that can be shared with other brands. Points-of-Parity Points-of-Difference Brand Image Brand Concept Points-of-Value Question w/ Answer http://annaguray06.blogspot.com
- 5. 2. Apple presented the IPHONE 4 as a “change for everything, again” With respect to ways of conveying a brand’s category membership, which of the following did Apple use with its new product? Announcing category benefits. Comparing to exemplars. Relying on the product descriptor. Using brand perception to increase profit. Using public relations to secure brand position. Question #2 http://annaguray06.blogspot.com
- 6. Brand Membership is Important! Concept 2: Category Membership Announcing Category Benefits Comparing to Exemplars http://annaguray06.blogspot.com
- 7. Brand Membership is Important! Concept 2: Category Membership Relying on the Product Descriptor http://annaguray06.blogspot.com
- 8. 2. Apple presented the IPHONE 4 as a “change for everything, again” With respect to ways of conveying a brand’s category membership, which of the following did Apple use with its new product? Announcing category benefits. Comparing to exemplars. Relying on the product descriptor. Using brand perception to increase profit. Using public relations to secure brand position. Question w/ Answer http://annaguray06.blogspot.com
- 9. 3. There are at least three key consumer desirability criteria for PODs (points-of- difference): relevance, distinctiveness, and________ Style Feasibility Believability Technological None of the above Question #3 http://annaguray06.blogspot.com
- 10. Consumers’ Perspective Concept 3: Desirability Criteria for PODs Relevance.Distinctiveness.Believability RELEVANT? DISTINCTIVE? BELIEVABLE? http://annaguray06.blogspot.com
- 11. 3. There are at least three key consumer desirability criteria for PODs (points-of- difference): relevance, distinctiveness, and________ Style Feasibility Believability Technological None of the above Question w/ Answer http://annaguray06.blogspot.com
- 12. 4. Which of the following desirability criteria asks a question such as “Is the brand profitable and difficult to attack?” when determining a POD (point-of-difference)? Communicability Sustainability Value Orientation Feasibility None of the above Question #4 http://annaguray06.blogspot.com
- 13. Company’s Perspective Concept 4: Deliverability Criteria for PODs FEASIBILITY COMMUNICABILITY SUSTAINABILITY http://annaguray06.blogspot.com
- 14. 4. Which of the following desirability criteria asks a question such as “Is the brand profitable and difficult to attack?” when determining a POD (point-of-difference)? Communicability Sustainability Value Orientation Feasibility None of the above Question w/ Answer http://annaguray06.blogspot.com
- 15. Product Channel Image Personnel All of the above 5. differentiation is the way a company aims to identify and position itself or its products. Question #5 http://annaguray06.blogspot.com
- 16. Create Differentiation! Concept 5: Differentiation Strategies PRODUCT PERSONNEL CHANNEL IMAGE http://annaguray06.blogspot.com
- 17. 5. differentiation is the way a company aims to identify and position itself or its products. Product Channel Image Personnel All of the above Question w/ Answer http://annaguray06.blogspot.com
- 18. 6. The following are means for Product Managers to stimulate sales EXCEPT: Price Cut Sales Promotions Personnel Trainings All of the above None of the above Question #6 http://annaguray06.blogspot.com
- 19. How Product Managers can stimulate sales? Concept 6: Marketing Program Modifications PRICE CUT MORE OUTLETS MORE ADVERTISING MEANS http://annaguray06.blogspot.com
- 20. How Product Managers can stimulate sales? Concept 6: Marketing Program Modifications SALES PROMOTIONS GOOD SERVICES http://annaguray06.blogspot.com
- 21. 6. The following are means for Product Managers to stimulate sales EXCEPT: Price Cut Sales Promotions Personnel Trainings All of the above None of the above Question w/ Answer http://annaguray06.blogspot.com
- 22. 7. The market evolution ______ stage happens when a new firm enter a new market if its products sells well. Growth Maturity Decline Emergence None of the above Question #7 http://annaguray06.blogspot.com
- 23. STAGE 2: GROWTH Concept 7: Market Evolution Stages If the product sells well, the firm enters the market IPHONES http://annaguray06.blogspot.com
- 24. 7. The market evolution ______ stage happens when a new firm enter a new market if its products sells well. Growth Maturity Decline Emergence None of the above Question w/ Answer http://annaguray06.blogspot.com
- 25. 8. This is the stage where competitors cover and serve all the major market segments. Emergence Maturity Decline Growth None of the above Question #8 http://annaguray06.blogspot.com
- 26. STAGE 3: MATURITY Concept 8: Market Evolution Stages Eventually competitors cover and serve all the major market segments APPLE IPAD2 BB TABLET BB TORCH.IPHONE4 http://annaguray06.blogspot.com
- 27. 8. This is the stage where competitors cover and serve all the major market segments. Emergence Maturity Decline Growth None of the above Question w/ Answer http://annaguray06.blogspot.com
- 28. 9. _____ market evolution stage happens when an new technology replaces the old. Maturity Emergence Decline Growth None of the above Question #9 http://annaguray06.blogspot.com
- 29. STAGE 4: DECLINE Concept 9: Market Evolution Stages Societies total need level decreases or superior technology replaces the old DESKTOP LAPTOP TABLET http://annaguray06.blogspot.com
- 30. 9. _____ market evolution stage happens when an new technology replaces the old. Maturity Emergence Decline Growth None of the above Question w/ Answer http://annaguray06.blogspot.com
- 31. 10. The market evolves in 4 stages. Which of the following is not a stage of market evolution? Growth Maturity Emergence Decline None of the above Question #10 http://annaguray06.blogspot.com
- 32. How the market evolves… Concept 10: Market Evolution Stages Stage 1: EMERGENCE Stage 2: GROWTH Stage 3: MATURITY Stage 4: DECLINE http://annaguray06.blogspot.com
- 33. 10. The market evolves in 4 stages. Which of the following is not a stage of market evolution? Growth Maturity Emergence Decline None of the above Question w/ Answer http://annaguray06.blogspot.com
- 34. TOP 10 Questions for Chapter 10: Crafting the Brand Positioning Anna Katrina L. Guray April 15, 2011 http://annaguray06.blogspot.com