TOP 10 LEARNING QUESTIONS FORChapter 10 – Crafting the Brand Positioning<br />Jay Sarmiento<br />Dec 16, 2010<br />
Chapter 10 – Crafting the Brand Positioning<br />1. All marketing strategy is built on STP. What does STP stand for?<br />...
Chapter 10 – Crafting the Brand Positioning<br />Segmentation, targeting and positioning<br />A company discovers differen...
Chapter 10 – Crafting the Brand Positioning<br />2. This is the act of designing the company's offering and image to occup...
Chapter 10 – Crafting the Brand Positioning<br />Positioning distinguishes a company's offering and distinctive image in m...
Chapter 10 – Crafting the Brand Positioning<br />3. Points of Difference<br />Nike = Performance<br />Lexus = Quality<br /...
Chapter 10 – Crafting the Brand Positioning<br />Points of Difference are attribute or benefits consumers strongly associa...
Chapter 10 – Crafting the Brand Positioning<br />4. What are the two basic forms of associated in concern with Points-of-P...
Chapter 10 – Crafting the Brand Positioning<br />Two basic forms of association<br />Category points-of-parity they repres...
Chapter 10 – Crafting the Brand Positioning<br />5. The product life cycle is typically divided into four (4) stages, whic...
Chapter 10 – Crafting the Brand Positioning<br />The product life cycle consist of the following:<br />Introduction- a per...
Chapter 10 – Crafting the Brand Positioning<br />c) Maturity- slow down of sales growth as the product gains acceptance.<b...
Chapter 10 – Crafting the Brand Positioning<br />6. Which of the following has a product life cycle that is hard to predic...
Chapter 10 – Crafting the Brand Positioning<br />The length of a fashion cycle is hard to predict. One point of view is th...
Chapter 10 – Crafting the Brand Positioning<br />7. To achieve a point-of-parity (POP) on a particular attribute or benefi...
Chapter 10 – Crafting the Brand Positioning<br />Points of Parity are associations that are not necessarily unique to the ...
Chapter 10 – Crafting the Brand Positioning<br />8. The________ stage of the product is characterized as being one where t...
Chapter 10 – Crafting the Brand Positioning<br />Product Life Cycle <br />The growth stage of the product is characterized...
Chapter 10 – Crafting the Brand Positioning<br />9. Based on the general bell-shaped curve used to illustrate the product ...
Chapter 10 – Crafting the Brand Positioning<br /><ul><li>Answer B</li></li></ul><li>Chapter 10 – Crafting the Brand Positi...
Chapter 10 – Crafting the Brand Positioning<br />Fads fail to survive because they don’t normally satisfy a strong need. <...
Top 10 learning questions for chapter10
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Top 10 learning questions for chapter10

  1. 1. TOP 10 LEARNING QUESTIONS FORChapter 10 – Crafting the Brand Positioning<br />Jay Sarmiento<br />Dec 16, 2010<br />
  2. 2. Chapter 10 – Crafting the Brand Positioning<br />1. All marketing strategy is built on STP. What does STP stand for?<br />Service, Technology, Progress<br />Segregation, Target Market, Process<br />Segmentation, targeting, positioning<br />
  3. 3. Chapter 10 – Crafting the Brand Positioning<br />Segmentation, targeting and positioning<br />A company discovers different needs and groups in the marketplace, targets those it can satisfy in a superior way, and then positions its offering so the target market recognizes the company's distinctive offering and image. <br />Answer C<br />
  4. 4. Chapter 10 – Crafting the Brand Positioning<br />2. This is the act of designing the company's offering and image to occupy a distinctive place in the minds of the target market. <br />Corporate Identity<br />Positioning<br />Public Relations<br />
  5. 5. Chapter 10 – Crafting the Brand Positioning<br />Positioning distinguishes a company's offering and distinctive image in minds of the target market.<br />Answer B<br />
  6. 6. Chapter 10 – Crafting the Brand Positioning<br />3. Points of Difference<br />Nike = Performance<br />Lexus = Quality<br />Apple= ?<br />Diversity<br />Technology<br />Design<br />
  7. 7. Chapter 10 – Crafting the Brand Positioning<br />Points of Difference are attribute or benefits consumers strongly associate with a brand, positively evaluate , and believe they could not find to the same extent with a competitive brand.<br />Answer C<br />
  8. 8. Chapter 10 – Crafting the Brand Positioning<br />4. What are the two basic forms of associated in concern with Points-of-Parity?<br />Category and Competitive<br />Consumer and Competitor<br />Catalog and Categories<br />
  9. 9. Chapter 10 – Crafting the Brand Positioning<br />Two basic forms of association<br />Category points-of-parity they represent necessary- but not sufficient- conditions for brand choice.<br />Competitive points-of-parity are associations designed to negate competitors' points of difference.<br />Answer A<br />
  10. 10. Chapter 10 – Crafting the Brand Positioning<br />5. The product life cycle is typically divided into four (4) stages, which of the following is NOT part of the product life cycle.<br />Inception<br />Growth<br />Maturity<br />Decline<br />
  11. 11. Chapter 10 – Crafting the Brand Positioning<br />The product life cycle consist of the following:<br />Introduction- a period of slow sales growth as the product is introduced in the market<br />Growth- rapid growth period<br />
  12. 12. Chapter 10 – Crafting the Brand Positioning<br />c) Maturity- slow down of sales growth as the product gains acceptance.<br />d) Decline- sales shows a downward drift and profits erode.<br />Answer A<br />
  13. 13. Chapter 10 – Crafting the Brand Positioning<br />6. Which of the following has a product life cycle that is hard to predict?<br />Style<br />Fashion<br />Fad<br />
  14. 14. Chapter 10 – Crafting the Brand Positioning<br />The length of a fashion cycle is hard to predict. One point of view is that fashions end because they represent a purchase compromise and consumers start looking for the missing attributes.<br />Answer B<br />
  15. 15. Chapter 10 – Crafting the Brand Positioning<br />7. To achieve a point-of-parity (POP) on a particular attribute or benefit, a sufficient number of consumers must believe that the brand is “________” on that dimension. <br />most excellent<br />Neutral<br />Marginal<br />good enough<br />service-based<br />
  16. 16. Chapter 10 – Crafting the Brand Positioning<br />Points of Parity are associations that are not necessarily unique to the brand but may in fact be share with other brands.<br />Answer D<br />
  17. 17. Chapter 10 – Crafting the Brand Positioning<br />8. The________ stage of the product is characterized as being one where there is period of rapid market acceptance and substantial profit improvement. <br />introduction <br />growth <br />maturity <br />saturation <br />
  18. 18. Chapter 10 – Crafting the Brand Positioning<br />Product Life Cycle <br />The growth stage of the product is characterized as being one where there is period of rapid market acceptance and substantial profit improvement. <br />Answer B<br />
  19. 19. Chapter 10 – Crafting the Brand Positioning<br />9. Based on the general bell-shaped curve used to illustrate the product life cycle, which of the following stages is generally seen when the sales curve is at its peak? <br />Introduction <br />Growth <br />Maturity <br />Decline<br />
  20. 20. Chapter 10 – Crafting the Brand Positioning<br /><ul><li>Answer B</li></li></ul><li>Chapter 10 – Crafting the Brand Positioning<br />10. Which of the following product life cycle do not normally survive because they do not normally satisfy a strong need. <br />Styles<br />Fashions<br />Fads<br />Trend<br />
  21. 21. Chapter 10 – Crafting the Brand Positioning<br />Fads fail to survive because they don’t normally satisfy a strong need. <br />Their acceptance cycle is short, and they tend to attract only a limited following who are searching for excitement or want to distinguish themselves from others.<br />Answer C<br />

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