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  • 1. TOP 10 Learning Questions for : CRAFTING THE BRAND POSITIONING Charlie Guzman 5/21/10
  • 2. 1. _____________ is the act of designing the company’s offering and image..
    • Segmentation
    • Targeting
    • Positioning
    • Branding
    • Marketing
  • 3. 2. _______ is how the public perceives the company or its products
    • Identity
    • Branding
    • Image
    • Perception
    • Differentiation
  • 4. 3. Desirability Criteria for POINTS OF DIFFERENCE except:
    • Relevance
    • Authenticity
    • Believability
    • Distinctiveness
  • 5. 3. Deliverability Criteria for POINTS OF DIFFERENCE except:
    • Feasibility
    • Communicability
    • Manageability
    • Sustainability
  • 6. 5. True in addressing negatively correlated POINTS OF PARITY
    • Launch simultaneously
    • Define positive relationship
    • Emphasize customer advantage
    • Leverage equity of another entity
    • Enhance attributes and benefits
  • 7. 6. NOT TRUE of Product life cycles
    • Products do not have a limited life.
    • B. Product sales pass through distinct
    • stages.
    • C. Profits rise & fall at different stages.
    • D. Products require different marketing, financial, manufacturing, purchasing, and human resource strategies in each stage.
  • 8. 7. Straddle Positioning in Healthcare
    • ..Where patients are partners
    • The foremost and most admired hospital in the Philippines
    • ..Experience and expertise
    • More equipped than 95% of hospitals in the United states
  • 9. 8. Example of Value Proposition
    • ..Where patients are partners
    • The foremost and most admired hospital in the Philippines
    • ..Experience and expertise
    • More equipped than 95% of hospitals in the United states
  • 10. 9. CATEGORY MEMBERSHIP: Which does not belong to the group?
    • Asian Hospital
    • St. Luke’s Medical Center
    • Medical City
    • Makati Medical Center
    • Philippine Orthopedic Center
  • 11. 9. Negatively Correlated Attributes and Benefits in Healthcare except:
    • Low-price vs. High quality
    • Efficacious vs. Mild
    • Powerful vs. Safe
    • Taste vs. High calories
  • 12. TOP 10 Learning Questions for : CRAFTING THE BRAND POSITIONING Charlie Guzman 5/21/10