Assignment

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Assignment

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

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