CHAPTER 10 - 10 Learning Questions (superseded)

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CHAPTER 10 - 10 Learning Questions (superseded)

  1. 1. TOP 10 Learning Questions for Lesley Ardelle P. Espiritu September 3, 2010 Chapter 10: Crafting the Brand Positioning
  2. 2. 1. Points-of-difference (PODs) are attributes or benefits consumers strongly associate with a brand, positively evaluate, and believe could not find to the same extent with a ______________ brand. <ul><li>Similar </li></ul><ul><li>Competitive </li></ul><ul><li>Collaborative </li></ul><ul><li>Contradictory </li></ul><ul><li>Unique </li></ul>
  3. 3. <ul><li>Points-of-Difference </li></ul><ul><li>(PODs) </li></ul><ul><li>Attributes or benefits consumers strongly associate with a brand, positively evaluate, and believe they could not find to the same extent with a competitive brand. </li></ul><ul><li> </li></ul>Defining Associations <ul><li>Points-of-Parity </li></ul><ul><li>(POPs) </li></ul><ul><li>Associations that are not necessarily unique to the brand but may be shared with other brands. </li></ul><ul><li> </li></ul>
  4. 4. <ul><li>Points-of-Difference </li></ul><ul><li>(PODs) </li></ul><ul><li>Attributes or benefits consumers strongly associate with a brand, positively evaluate, and believe they could not find to the same extent with a competitive brand. </li></ul><ul><li> </li></ul>PODs are attributes that set-apart a brand from its rival brand <ul><li>Points-of-Parity </li></ul><ul><li>(POPs) </li></ul><ul><li>Associations that are not necessarily unique to the brand but may be shared with other brands. </li></ul><ul><li> </li></ul>
  5. 5. 1. Points-of-difference (PODs) are attributes or benefits consumers strongly associate with a brand, positively evaluate, and believe could not find to the same extent with a ______________ brand. <ul><li>Similar </li></ul><ul><li>Competitive </li></ul><ul><li>Collaborative </li></ul><ul><li>Contradictory </li></ul><ul><li>Unique </li></ul>
  6. 6. 2. You can increase your __________ by attracting competitors’ customers. <ul><li>Brand Positioning </li></ul><ul><li>Sales Volume </li></ul><ul><li>Sales Revenue </li></ul><ul><li>Brand Value </li></ul><ul><li>Product Appeal </li></ul>
  7. 7. <ul><li>Convert nonusers </li></ul><ul><li>Enter new market segments </li></ul><ul><li>Attract competitors’ customers </li></ul><ul><li>Have consumers use the product on more occasions </li></ul><ul><li>Have consumers use more of the product on each occasion </li></ul><ul><li>Have consumers use the product in new ways </li></ul>Ways To Increase Sales Volume
  8. 8. <ul><li>Convert nonusers </li></ul><ul><li>Enter new market segments </li></ul><ul><li>Attract competitors’ customers </li></ul><ul><li>Have consumers use the product on more occasions </li></ul><ul><li>Have consumers use more of the product on each occasion </li></ul><ul><li>Have consumers use the product in new ways </li></ul>You can increase your sales volume by widening the target market & increasing your market share. One way to do this is to entice competitor’s customers
  9. 9. <ul><li>Brand Positioning </li></ul><ul><li>Sales Volume </li></ul><ul><li>Sales Revenue </li></ul><ul><li>Brand Value </li></ul><ul><li>Product Appeal </li></ul>2. You can increase your __________ by attracting competitors’ customers.
  10. 10. <ul><li>Improve product quality, add new features, and improve styling </li></ul><ul><li>Enter new market segments </li></ul><ul><li>Shift from product-preference advertising to product-awareness advertising </li></ul><ul><li>Increase distribution coverage </li></ul><ul><li>Lower prices to attract the next layer of price-sensitive buyers </li></ul>4. The following are strategies for sustaining rapid market growth, except
  11. 11. <ul><li>Improve product quality, add new features, and improve styling </li></ul><ul><li>Add new models and flanker products </li></ul><ul><li>Enter new market segments </li></ul><ul><li>Increase distribution coverage </li></ul><ul><li>Shift from product-awareness advertising to product-preference advertising </li></ul><ul><li>Lower prices to attract the next layer of price-sensitive buyers </li></ul>Strategies for Sustaining Rapid Market Growth
  12. 12. <ul><li>Improve product quality, add new features, and improve styling </li></ul><ul><li>Add new models and flanker products </li></ul><ul><li>Enter new market segments </li></ul><ul><li>Increase distribution coverage </li></ul><ul><li>Shift from product-awareness advertising to product-preference advertising </li></ul><ul><li>Lower prices to attract the next layer of price-sensitive buyers </li></ul>In order to sustain rapid market growth, you have to shift from “making the market KNOW about your product,” to “making the market WANT your product.”
  13. 13. 4. The following are strategies for sustaining rapid market growth, except <ul><li>Improve product quality, add new features, and improve styling </li></ul><ul><li>Enter new market segments </li></ul><ul><li>Shift from product-preference advertising to product-awareness advertising </li></ul><ul><li>Increase distribution coverage </li></ul><ul><li>Lower prices to attract the next layer of price-sensitive buyers </li></ul>
  14. 14. 3. The following characteristics differentiate one product from another, except <ul><li>Features </li></ul><ul><li>Performance </li></ul><ul><li>Design </li></ul><ul><li>Customer training </li></ul><ul><li>Customer satisfaction </li></ul>
  15. 15. Product Differentiation <ul><li>Product form </li></ul><ul><li>Features </li></ul><ul><li>Performance </li></ul><ul><li>Conformance </li></ul><ul><li>Durability </li></ul><ul><li>Reliability </li></ul><ul><li>Reparability </li></ul><ul><li>Style </li></ul><ul><li>Design </li></ul>
  16. 16. “ Customer satisfaction” is an aspect that cannot be controlled by the manufacturer. <ul><li>Product form </li></ul><ul><li>Features </li></ul><ul><li>Performance </li></ul><ul><li>Conformance </li></ul><ul><li>Durability </li></ul><ul><li>Reliability </li></ul><ul><li>Reparability </li></ul><ul><li>Style </li></ul><ul><li>Design </li></ul>
  17. 17. <ul><li>Features </li></ul><ul><li>Performance </li></ul><ul><li>Design </li></ul><ul><li>Customer training </li></ul><ul><li>Customer satisfaction </li></ul>3. The following characteristics differentiate one product from another, except
  18. 18. 5. Which of the following is false about differentiation? <ul><li>It is the act of designing a set of meaningful differences. </li></ul><ul><li>It is to distinguish the company’s offering from the competitor’s offerings. </li></ul><ul><li>You can differentiate a brand by its products, channels, personnel & service </li></ul><ul><li>You can differentiate a product by its product form, features & performance, among other things. </li></ul><ul><li>You can differentiate personnel by ordering ease, delivery, maintenance, and after sales service. </li></ul>
  19. 19. Differentiation <ul><li>It is the act of designing a set of meaningful differences </li></ul><ul><li>To distinguish the company’s offering from the competitor’s offerings </li></ul><ul><li>Differentiation strategies: </li></ul><ul><li>Product </li></ul><ul><li>Image </li></ul><ul><li>Service (ordering ease, delivery, installation, customer training, customer consulting, maintenance & repair) </li></ul><ul><li>Channel (coverage, expertise, performance) </li></ul><ul><li>Personnel (competence, courtesy, credibility, reliability, responsiveness, communication) </li></ul>
  20. 20. Personnel Differentiation is based on the personnel’s response / actions towards the customer <ul><li>It is the act of designing a set of meaningful differences </li></ul><ul><li>To distinguish the company’s offering from the competitor’s offerings </li></ul><ul><li>Differentiation strategies: </li></ul><ul><li>Product </li></ul><ul><li>Image </li></ul><ul><li>Service (ordering ease, delivery, installation, customer training, customer consulting, maintenance & repair) </li></ul><ul><li>Channel (coverage, expertise, performance) </li></ul><ul><li>Personnel (competence, courtesy, credibility, reliability, responsiveness, communication) </li></ul>
  21. 21. <ul><li>It is the act of designing a set of meaningful differences. </li></ul><ul><li>It is to distinguish the company’s offering from the competitor’s offerings. </li></ul><ul><li>You can differentiate a brand by its products, channels, personnel & image </li></ul><ul><li>You can differentiate a product by its product form, features & performance, among other things. </li></ul><ul><li>You can differentiate personnel by ordering ease, delivery, maintenance, and after sales service. </li></ul>5. Which of the following is false about differentiation?
  22. 22. 6. Which of the following is true about the product life cycle (PLC)? <ul><li>Products have an extended life </li></ul><ul><li>Product sales pass through stages, each with similar challenges and opportunities </li></ul><ul><li>Profits rise and fall at different stages </li></ul><ul><li>Products require the same strategies in each life cycle stage </li></ul><ul><li>Profits are maintained at each stage </li></ul>
  23. 23. Product Life Cycle (PLC) <ul><li>Products have a limited life </li></ul><ul><li>Product sales pass through distinct stages each with different challenges and opportunities </li></ul><ul><li>Profits rise and fall at different stages </li></ul><ul><li>Products require different strategies in each life cycle stage </li></ul>
  24. 24. <ul><li>Products have an extended life </li></ul><ul><li>Product sales pass through stages, each with similar challenges and opportunities </li></ul><ul><li>Profits rise and fall at different stages </li></ul><ul><li>Products require the same strategies in each life cycle stage </li></ul><ul><li>Profits are maintained at each stage </li></ul>6. Which of the following is true about the product life cycle (PLC)?
  25. 25. 7. The iPad versus the Kindle is an example of what kind of product differentiation? <ul><li>Product Form </li></ul><ul><li>Ordering Ease </li></ul><ul><li>Design </li></ul><ul><li>Features </li></ul><ul><li>Maintenance </li></ul>
  26. 26. Product Differentiation <ul><li>Product form </li></ul><ul><li>Features </li></ul><ul><li>Performance </li></ul><ul><li>Conformance </li></ul><ul><li>Durability </li></ul><ul><li>Reliability </li></ul><ul><li>Reparability </li></ul><ul><li>Style </li></ul><ul><li>Design </li></ul>
  27. 27. iPad vs Kindle <ul><li>The iPad and Kindle are both tablet computers. They have the same form (size, shape, physical structure), and have similar basic functions (e-book reader) </li></ul>They are differentiated by their features. “Features” supplement basic functions. Additional features in the iPad include game applications, photo/video display & web browsing
  28. 28. <ul><li>Product Form </li></ul><ul><li>Ordering Ease </li></ul><ul><li>Design </li></ul><ul><li>Features </li></ul><ul><li>Maintenance </li></ul>7. The iPad versus the Kindle is an example of what kind of product differentiation?
  29. 29. 8. Which of the following was used as the main strategy of the “Go Fresh” Dove campaign? <ul><li>Improve product quality, add new features, and improve styling </li></ul><ul><li>Enter new market segments </li></ul><ul><li>Increase distribution coverage </li></ul><ul><li>Shift from product-awareness advertising to product-preference advertising </li></ul><ul><li>Lower prices to attract the next layer of price-sensitive buyers </li></ul>
  30. 30. <ul><li>Convert nonusers </li></ul><ul><li>Enter new market segments </li></ul><ul><li>Attract competitors’ customers </li></ul><ul><li>Have consumers use the product on more occasions </li></ul><ul><li>Have consumers use more of the product on each occasion </li></ul><ul><li>Have consumers use the product in new ways </li></ul>Ways To Increase Sales Volume
  31. 31. Dove “Go Fresh” Campaign <ul><li>From being just a “white” soap bar, Dove aimed to extend their reach in the market by creating Dove “Go Fresh,” a fragrance-drive collection of products aimed at women in their 20s. </li></ul>
  32. 32. 8. Which of the following was used as the main strategy of the “Go Fresh” Dove campaign? <ul><li>Improve product quality, add new features, and improve styling </li></ul><ul><li>Enter new market segments </li></ul><ul><li>Increase distribution coverage </li></ul><ul><li>Shift from product-awareness advertising to product-preference advertising </li></ul><ul><li>Lower prices to attract the next layer of price-sensitive buyers </li></ul>
  33. 33. 9. Apple differentiates itself from Dell in terms of its <ul><li>Product </li></ul><ul><li>Services </li></ul><ul><li>Channel </li></ul><ul><li>Personnel </li></ul><ul><li>Image </li></ul>
  34. 34. Differentiation <ul><li>Differentiation strategies: </li></ul><ul><li>Product </li></ul><ul><li>Image </li></ul><ul><li>Service (ordering ease, delivery, installation, customer training, customer consulting, maintenance & repair) </li></ul><ul><li>Channel (coverage, expertise, performance) </li></ul><ul><li>Personnel (competence, courtesy, credibility, reliability, responsiveness, communication) </li></ul>
  35. 35. Apple vs Dell <ul><li>Apple & Dell both offer personal computers (products), but with different platforms. They offer technical support & customer service for their computers (services). Products & services are both offered in their stores & on-line (channel). Their personnel are trained to best suit the customer’s needs. They each have different images: while Apple products focus on innovation & novelty, Dell products mostly cater to customization to suit customer’s needs. </li></ul>
  36. 36. 9. Apple differentiates itself from Dell in terms of its <ul><li>Product </li></ul><ul><li>Services </li></ul><ul><li>Channel </li></ul><ul><li>Personnel </li></ul><ul><li>Image </li></ul>
  37. 37. 10. The following attributes are PODs of McDonalds from Jollibee, except <ul><li>Internet access </li></ul><ul><li>Children’s play area </li></ul><ul><li>Café </li></ul><ul><li>Food coupons </li></ul><ul><li>Drive-thru </li></ul>
  38. 38. <ul><li>Points-of-Difference </li></ul><ul><li>(PODs) </li></ul><ul><li>Attributes or benefits consumers strongly associate with a brand, positively evaluate, and believe they could not find to the same extent with a competitive brand. </li></ul><ul><li> </li></ul>Defining Associations <ul><li>Points-of-Parity </li></ul><ul><li>(POPs) </li></ul><ul><li>Associations that are not necessarily unique to the brand but may be shared with other brands. </li></ul><ul><li> </li></ul>
  39. 39. Defining Associations <ul><li>Points-of-Difference </li></ul><ul><li>(PODs) </li></ul><ul><li>Attributes or benefits consumers strongly associate with a brand, positively evaluate, and believe they could not find to the same extent with a competitive brand. </li></ul><ul><li> </li></ul>When comparing McDonalds versus Jollibee, what are the attributes that are similar, and what makes one unique? <ul><li>Points-of-Parity </li></ul><ul><li>(POPs) </li></ul><ul><li>Associations that are not necessarily unique to the brand but may be shared with other brands. </li></ul><ul><li> </li></ul>
  40. 40. <ul><li>Internet access </li></ul><ul><li>Children’s play area </li></ul><ul><li>Café </li></ul><ul><li>Food coupons </li></ul><ul><li>Drive-thru </li></ul>10. The following attributes are PODs of McDonalds from Jollibee, except
  41. 41. TOP 10 Learning Questions for Lesley Ardelle P. Espiritu September 3, 2010 Chapter 10: Crafting the Brand Positioning

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