CH 10 Crafting the Brand Positioning

TOP 10 Questions for Chapter 10: Crafting the Brand Positioning Anna Katrina L. Guray April 15, 2011 http://annaguray06.blogspot.com

1. are associations/benefits that can be shared with other brands. ,[object Object],[object Object],[object Object],[object Object],[object Object],Question #1 http://annaguray06.blogspot.com

POPs is POINTS-OF-PARITY Concept 1: POPs SHARING FEATURES & BENEFITS + = = + + http://annaguray06.blogspot.com

1. are associations/benefits that can be shared with other brands. ,[object Object],[object Object],[object Object],[object Object],[object Object],Question w/ Answer http://annaguray06.blogspot.com

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? ,[object Object],[object Object],[object Object],[object Object],[object Object],Question #2 http://annaguray06.blogspot.com

Brand Membership is Important! Concept 2: Category Membership Announcing Category Benefits Comparing to Exemplars http://annaguray06.blogspot.com

Brand Membership is Important! Concept 2: Category Membership Relying on the Product Descriptor http://annaguray06.blogspot.com

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? ,[object Object],[object Object],[object Object],[object Object],[object Object],Question w/ Answer http://annaguray06.blogspot.com

3. There are at least three key consumer desirability criteria for PODs (points-of- difference): relevance, distinctiveness, and________ ,[object Object],[object Object],[object Object],[object Object],[object Object],Question #3 http://annaguray06.blogspot.com

Consumers’ Perspective Concept 3: Desirability Criteria for PODs Relevance.Distinctiveness.Believability RELEVANT? DISTINCTIVE? BELIEVABLE? http://annaguray06.blogspot.com

3. There are at least three key consumer desirability criteria for PODs (points-of- difference): relevance, distinctiveness, and________ ,[object Object],[object Object],[object Object],[object Object],[object Object],Question w/ Answer http://annaguray06.blogspot.com

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)? ,[object Object],[object Object],[object Object],[object Object],[object Object],Question #4 http://annaguray06.blogspot.com

Company’s Perspective Concept 4: Deliverability Criteria for PODs FEASIBILITY COMMUNICABILITY SUSTAINABILITY http://annaguray06.blogspot.com

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)? ,[object Object],[object Object],[object Object],[object Object],[object Object],Question w/ Answer http://annaguray06.blogspot.com

[object Object],[object Object],[object Object],[object Object],[object Object],5. differentiation is the way a company aims to identify and position itself or its products. Question #5 http://annaguray06.blogspot.com

Create Differentiation! Concept 5: Differentiation Strategies PRODUCT PERSONNEL CHANNEL IMAGE http://annaguray06.blogspot.com

5. differentiation is the way a company aims to identify and position itself or its products. ,[object Object],[object Object],[object Object],[object Object],[object Object],Question w/ Answer http://annaguray06.blogspot.com

6. The following are means for Product Managers to stimulate sales EXCEPT: ,[object Object],[object Object],[object Object],[object Object],[object Object],Question #6 http://annaguray06.blogspot.com

How Product Managers can stimulate sales? Concept 6: Marketing Program Modifications PRICE CUT MORE OUTLETS MORE ADVERTISING MEANS http://annaguray06.blogspot.com

How Product Managers can stimulate sales? Concept 6: Marketing Program Modifications SALES PROMOTIONS GOOD SERVICES http://annaguray06.blogspot.com

6. The following are means for Product Managers to stimulate sales EXCEPT: ,[object Object],[object Object],[object Object],[object Object],[object Object],Question w/ Answer http://annaguray06.blogspot.com

7. The market evolution ______ stage happens when a new firm enter a new market if its products sells well. ,[object Object],[object Object],[object Object],[object Object],[object Object],Question #7 http://annaguray06.blogspot.com

STAGE 2: GROWTH Concept 7: Market Evolution Stages If the product sells well, the firm enters the market IPHONES http://annaguray06.blogspot.com

7. The market evolution ______ stage happens when a new firm enter a new market if its products sells well. ,[object Object],[object Object],[object Object],[object Object],[object Object],Question w/ Answer http://annaguray06.blogspot.com

8. This is the stage where competitors cover and serve all the major market segments. ,[object Object],[object Object],[object Object],[object Object],[object Object],Question #8 http://annaguray06.blogspot.com

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

8. This is the stage where competitors cover and serve all the major market segments. ,[object Object],[object Object],[object Object],[object Object],[object Object],Question w/ Answer http://annaguray06.blogspot.com

9. _____ market evolution stage happens when an new technology replaces the old. ,[object Object],[object Object],[object Object],[object Object],[object Object],Question #9 http://annaguray06.blogspot.com

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

9. _____ market evolution stage happens when an new technology replaces the old. ,[object Object],[object Object],[object Object],[object Object],[object Object],Question w/ Answer http://annaguray06.blogspot.com

10. The market evolves in 4 stages. Which of the following is not a stage of market evolution? ,[object Object],[object Object],[object Object],[object Object],[object Object],Question #10 http://annaguray06.blogspot.com

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

10. The market evolves in 4 stages. Which of the following is not a stage of market evolution? ,[object Object],[object Object],[object Object],[object Object],[object Object],Question w/ Answer http://annaguray06.blogspot.com

CH 10 Crafting the Brand Positioning

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