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Chapter 10 - Crafting the Brand Positioning

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  • 1. TOP 10 Learning Questions for Lesley Ardelle P. Espiritu September 3, 2010 Chapter 10: Crafting the Brand Positioning
  • 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.
    • Similar
    • Competitive
    • Collaborative
    • Contradictory
    • Unique
  • 3.
    • Points-of-Difference
    • (PODs)
    • 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.
    Defining Associations
    • Points-of-Parity
    • (POPs)
    • Associations that are not necessarily unique to the brand but may be shared with other brands.
  • 4.
    • Points-of-Difference
    • (PODs)
    • 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.
    PODs are attributes that set-apart a brand from its rival brand
    • Points-of-Parity
    • (POPs)
    • Associations that are not necessarily unique to the brand but may be shared with other brands.
  • 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.
    • Similar
    • Competitive
    • Collaborative
    • Contradictory
    • Unique
  • 6. 2. You can increase your __________ by attracting competitors’ customers.
    • Brand Positioning
    • Sales Volume
    • Sales Revenue
    • Brand Value
    • Product Appeal
  • 7.
    • Convert nonusers
    • Enter new market segments
    • Attract competitors’ customers
    • Have consumers use the product on more occasions
    • Have consumers use more of the product on each occasion
    • Have consumers use the product in new ways
    Ways To Increase Sales Volume
  • 8.
    • Convert nonusers
    • Enter new market segments
    • Attract competitors’ customers
    • Have consumers use the product on more occasions
    • Have consumers use more of the product on each occasion
    • Have consumers use the product in new ways
    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.
    • Brand Positioning
    • Sales Volume
    • Sales Revenue
    • Brand Value
    • Product Appeal
    2. You can increase your __________ by attracting competitors’ customers.
  • 10.
    • Improve product quality, add new features, and improve styling
    • Enter new market segments
    • Shift from product-preference advertising to product-awareness advertising
    • Increase distribution coverage
    • Lower prices to attract the next layer of price-sensitive buyers
    4. The following are strategies for sustaining rapid market growth, except
  • 11.
    • Improve product quality, add new features, and improve styling
    • Add new models and flanker products
    • Enter new market segments
    • Increase distribution coverage
    • Shift from product-awareness advertising to product-preference advertising
    • Lower prices to attract the next layer of price-sensitive buyers
    Strategies for Sustaining Rapid Market Growth
  • 12.
    • Improve product quality, add new features, and improve styling
    • Add new models and flanker products
    • Enter new market segments
    • Increase distribution coverage
    • Shift from product-awareness advertising to product-preference advertising
    • Lower prices to attract the next layer of price-sensitive buyers
    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. 4. The following are strategies for sustaining rapid market growth, except
    • Improve product quality, add new features, and improve styling
    • Enter new market segments
    • Shift from product-preference advertising to product-awareness advertising
    • Increase distribution coverage
    • Lower prices to attract the next layer of price-sensitive buyers
  • 14. 3. The following characteristics differentiate one product from another, except
    • Features
    • Performance
    • Design
    • Customer training
    • Customer satisfaction
  • 15. Product Differentiation
    • Product form
    • Features
    • Performance
    • Conformance
    • Durability
    • Reliability
    • Reparability
    • Style
    • Design
  • 16. “ Customer satisfaction” is an aspect that cannot be controlled by the manufacturer.
    • Product form
    • Features
    • Performance
    • Conformance
    • Durability
    • Reliability
    • Reparability
    • Style
    • Design
  • 17.
    • Features
    • Performance
    • Design
    • Customer training
    • Customer satisfaction
    3. The following characteristics differentiate one product from another, except
  • 18. 5. Which of the following is false about differentiation?
    • It is the act of designing a set of meaningful differences.
    • It is to distinguish the company’s offering from the competitor’s offerings.
    • You can differentiate a brand by its products, channels, personnel & service
    • You can differentiate a product by its product form, features & performance, among other things.
    • You can differentiate personnel by ordering ease, delivery, maintenance, and after sales service.
  • 19. Differentiation
    • It is the act of designing a set of meaningful differences
    • To distinguish the company’s offering from the competitor’s offerings
    • Differentiation strategies:
    • Product
    • Image
    • Service (ordering ease, delivery, installation, customer training, customer consulting, maintenance & repair)
    • Channel (coverage, expertise, performance)
    • Personnel (competence, courtesy, credibility, reliability, responsiveness, communication)
  • 20. Personnel Differentiation is based on the personnel’s response / actions towards the customer
    • It is the act of designing a set of meaningful differences
    • To distinguish the company’s offering from the competitor’s offerings
    • Differentiation strategies:
    • Product
    • Image
    • Service (ordering ease, delivery, installation, customer training, customer consulting, maintenance & repair)
    • Channel (coverage, expertise, performance)
    • Personnel (competence, courtesy, credibility, reliability, responsiveness, communication)
  • 21.
    • It is the act of designing a set of meaningful differences.
    • It is to distinguish the company’s offering from the competitor’s offerings.
    • You can differentiate a brand by its products, channels, personnel & image
    • You can differentiate a product by its product form, features & performance, among other things.
    • You can differentiate personnel by ordering ease, delivery, maintenance, and after sales service.
    5. Which of the following is false about differentiation?
  • 22. 6. Which of the following is true about the product life cycle (PLC)?
    • Products have an extended life
    • Product sales pass through stages, each with similar challenges and opportunities
    • Profits rise and fall at different stages
    • Products require the same strategies in each life cycle stage
    • Profits are maintained at each stage
  • 23. Product Life Cycle (PLC)
    • Products have a limited life
    • Product sales pass through distinct stages each with different challenges and opportunities
    • Profits rise and fall at different stages
    • Products require different strategies in each life cycle stage
  • 24.
    • Products have an extended life
    • Product sales pass through stages, each with similar challenges and opportunities
    • Profits rise and fall at different stages
    • Products require the same strategies in each life cycle stage
    • Profits are maintained at each stage
    6. Which of the following is true about the product life cycle (PLC)?
  • 25. 7. The iPad versus the Kindle is an example of what kind of product differentiation?
    • Product Form
    • Ordering Ease
    • Design
    • Features
    • Maintenance
  • 26. Product Differentiation
    • Product form
    • Features
    • Performance
    • Conformance
    • Durability
    • Reliability
    • Reparability
    • Style
    • Design
  • 27. iPad vs Kindle
    • 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)
    They are differentiated by their features. “Features” supplement basic functions. Additional features in the iPad include game applications, photo/video display & web browsing
  • 28.
    • Product Form
    • Ordering Ease
    • Design
    • Features
    • Maintenance
    7. The iPad versus the Kindle is an example of what kind of product differentiation?
  • 29. 8. Which of the following was used as the main strategy of the “Go Fresh” Dove campaign?
    • Improve product quality, add new features, and improve styling
    • Enter new market segments
    • Increase distribution coverage
    • Shift from product-awareness advertising to product-preference advertising
    • Lower prices to attract the next layer of price-sensitive buyers
  • 30.
    • Convert nonusers
    • Enter new market segments
    • Attract competitors’ customers
    • Have consumers use the product on more occasions
    • Have consumers use more of the product on each occasion
    • Have consumers use the product in new ways
    Ways To Increase Sales Volume
  • 31. Dove “Go Fresh” Campaign
    • 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.
  • 32. 8. Which of the following was used as the main strategy of the “Go Fresh” Dove campaign?
    • Improve product quality, add new features, and improve styling
    • Enter new market segments
    • Increase distribution coverage
    • Shift from product-awareness advertising to product-preference advertising
    • Lower prices to attract the next layer of price-sensitive buyers
  • 33. 9. Apple differentiates itself from Dell in terms of its
    • Product
    • Services
    • Channel
    • Personnel
    • Image
  • 34. Differentiation
    • Differentiation strategies:
    • Product
    • Image
    • Service (ordering ease, delivery, installation, customer training, customer consulting, maintenance & repair)
    • Channel (coverage, expertise, performance)
    • Personnel (competence, courtesy, credibility, reliability, responsiveness, communication)
  • 35. Apple vs Dell
    • 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.
  • 36. 9. Apple differentiates itself from Dell in terms of its
    • Product
    • Services
    • Channel
    • Personnel
    • Image
  • 37. 10. The following attributes are PODs of McDonalds from Jollibee, except
    • Internet access
    • Children’s play area
    • Café
    • Food coupons
    • Drive-thru
  • 38.
    • Points-of-Difference
    • (PODs)
    • 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.
    Defining Associations
    • Points-of-Parity
    • (POPs)
    • Associations that are not necessarily unique to the brand but may be shared with other brands.
  • 39. Defining Associations
    • Points-of-Difference
    • (PODs)
    • 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.
    When comparing McDonalds versus Jollibee, what are the attributes that are similar, and what makes one unique?
    • Points-of-Parity
    • (POPs)
    • Associations that are not necessarily unique to the brand but may be shared with other brands.
  • 40.
    • Internet access
    • Children’s play area
    • Café
    • Food coupons
    • Drive-thru
    10. The following attributes are PODs of McDonalds from Jollibee, except
  • 41. TOP 10 Learning Questions for Lesley Ardelle P. Espiritu September 3, 2010 Chapter 10: Crafting the Brand Positioning

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