CH 10 Crafting the Brand Positioning

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CH 10 Crafting the Brand Positioning

  1. 1. TOP 10 Questions for Chapter 10: Crafting the Brand Positioning Anna Katrina L. Guray April 15, 2011 http://annaguray06.blogspot.com
  2. 2. 1. are associations/benefits that can be shared with other brands. <ul><li>Points-of-Parity </li></ul><ul><li>Points-of-Difference </li></ul><ul><li>Brand Image </li></ul><ul><li>Brand Concept </li></ul><ul><li>Points-of-Value </li></ul>Question #1 http://annaguray06.blogspot.com
  3. 3. POPs is POINTS-OF-PARITY Concept 1: POPs SHARING FEATURES & BENEFITS + = = + + http://annaguray06.blogspot.com
  4. 4. 1. are associations/benefits that can be shared with other brands. <ul><li>Points-of-Parity </li></ul><ul><li>Points-of-Difference </li></ul><ul><li>Brand Image </li></ul><ul><li>Brand Concept </li></ul><ul><li>Points-of-Value </li></ul>Question w/ Answer http://annaguray06.blogspot.com
  5. 5. 2. Apple presented the IPHONE 4 as a “change for everything, again” With respect to ways of conveying a brand’s category membership, which of the following did Apple use with its new product? <ul><li>Announcing category benefits. </li></ul><ul><li>Comparing to exemplars. </li></ul><ul><li>Relying on the product descriptor. </li></ul><ul><li>Using brand perception to increase profit. </li></ul><ul><li>Using public relations to secure brand position. </li></ul>Question #2 http://annaguray06.blogspot.com
  6. 6. Brand Membership is Important! Concept 2: Category Membership Announcing Category Benefits Comparing to Exemplars http://annaguray06.blogspot.com
  7. 7. Brand Membership is Important! Concept 2: Category Membership Relying on the Product Descriptor http://annaguray06.blogspot.com
  8. 8. 2. Apple presented the IPHONE 4 as a “change for everything, again” With respect to ways of conveying a brand’s category membership, which of the following did Apple use with its new product? <ul><li>Announcing category benefits. </li></ul><ul><li>Comparing to exemplars. </li></ul><ul><li>Relying on the product descriptor. </li></ul><ul><li>Using brand perception to increase profit. </li></ul><ul><li>Using public relations to secure brand position. </li></ul>Question w/ Answer http://annaguray06.blogspot.com
  9. 9. 3. There are at least three key consumer desirability criteria for PODs (points-of- difference): relevance, distinctiveness, and________ <ul><li>Style </li></ul><ul><li>Feasibility </li></ul><ul><li>Believability </li></ul><ul><li>Technological </li></ul><ul><li>None of the above </li></ul>Question #3 http://annaguray06.blogspot.com
  10. 10. Consumers’ Perspective Concept 3: Desirability Criteria for PODs RELEVANT? DISTINCTIVE? BELIEVABLE? Relevance.Distinctiveness.Believability http://annaguray06.blogspot.com
  11. 11. 3. There are at least three key consumer desirability criteria for PODs (points-of- difference): relevance, distinctiveness, and________ <ul><li>Style </li></ul><ul><li>Feasibility </li></ul><ul><li>Believability </li></ul><ul><li>Technological </li></ul><ul><li>None of the above </li></ul>Question w/ Answer http://annaguray06.blogspot.com
  12. 12. 4. Which of the following desirability criteria asks a question such as “Is the brand profitable and difficult to attack?” when determining a POD (point-of-difference)? <ul><li>Communicability </li></ul><ul><li>Sustainability </li></ul><ul><li>Value Orientation </li></ul><ul><li>Feasibility </li></ul><ul><li>None of the above </li></ul>Question #4 http://annaguray06.blogspot.com
  13. 13. Company’s Perspective Concept 4: Deliverability Criteria for PODs FEASIBILITY COMMUNICABILITY SUSTAINABILITY http://annaguray06.blogspot.com
  14. 14. 4. Which of the following desirability criteria asks a question such as “Is the brand profitable and difficult to attack?” when determining a POD (point-of-difference)? <ul><li>Communicability </li></ul><ul><li>Sustainability </li></ul><ul><li>Value Orientation </li></ul><ul><li>Feasibility </li></ul><ul><li>None of the above </li></ul>Question w/ Answer http://annaguray06.blogspot.com
  15. 15. <ul><li>Product </li></ul><ul><li>Channel </li></ul><ul><li>Image </li></ul><ul><li>Personnel </li></ul><ul><li>All of the above </li></ul>5. differentiation is the way a company aims to identify and position itself or its products. Question #5 http://annaguray06.blogspot.com
  16. 16. Create Differentiation! Concept 5: Differentiation Strategies PRODUCT PERSONNEL CHANNEL IMAGE http://annaguray06.blogspot.com
  17. 17. 5. differentiation is the way a company aims to identify and position itself or its products. <ul><li>Product </li></ul><ul><li>Channel </li></ul><ul><li>Image </li></ul><ul><li>Personnel </li></ul><ul><li>All of the above </li></ul>Question w/ Answer http://annaguray06.blogspot.com
  18. 18. 6. The following are means for Product Managers to stimulate sales EXCEPT: <ul><li>Price Cut </li></ul><ul><li>Sales Promotions </li></ul><ul><li>Personnel Trainings </li></ul><ul><li>All of the above </li></ul><ul><li>None of the above </li></ul>Question #6 http://annaguray06.blogspot.com
  19. 19. How Product Managers can stimulate sales? Concept 6: Marketing Program Modifications PRICE CUT MORE OUTLETS MORE ADVERTISING MEANS http://annaguray06.blogspot.com
  20. 20. How Product Managers can stimulate sales? Concept 6: Marketing Program Modifications SALES PROMOTIONS GOOD SERVICES http://annaguray06.blogspot.com
  21. 21. 6. The following are means for Product Managers to stimulate sales EXCEPT: <ul><li>Price Cut </li></ul><ul><li>Sales Promotions </li></ul><ul><li>Personnel Trainings </li></ul><ul><li>All of the above </li></ul><ul><li>None of the above </li></ul>Question w/ Answer http://annaguray06.blogspot.com
  22. 22. 7. The market evolution ______ stage happens when a new firm enter a new market if its products sells well. <ul><li>Growth </li></ul><ul><li>Maturity </li></ul><ul><li>Decline </li></ul><ul><li>Emergence </li></ul><ul><li>None of the above </li></ul>Question #7 http://annaguray06.blogspot.com
  23. 23. STAGE 2: GROWTH Concept 7: Market Evolution Stages If the product sells well, the firm enters the market IPHONES http://annaguray06.blogspot.com
  24. 24. 7. The market evolution ______ stage happens when a new firm enter a new market if its products sells well. <ul><li>Growth </li></ul><ul><li>Maturity </li></ul><ul><li>Decline </li></ul><ul><li>Emergence </li></ul><ul><li>None of the above </li></ul>Question w/ Answer http://annaguray06.blogspot.com
  25. 25. 8. This is the stage where competitors cover and serve all the major market segments. <ul><li>Emergence </li></ul><ul><li>Maturity </li></ul><ul><li>Decline </li></ul><ul><li>Growth </li></ul><ul><li>None of the above </li></ul>Question #8 http://annaguray06.blogspot.com
  26. 26. STAGE 3: MATURITY Concept 8: Market Evolution Stages Eventually competitors cover and serve all the major market segments APPLE IPAD2 BB TABLET BB TORCH.IPHONE4 http://annaguray06.blogspot.com
  27. 27. 8. This is the stage where competitors cover and serve all the major market segments. <ul><li>Emergence </li></ul><ul><li>Maturity </li></ul><ul><li>Decline </li></ul><ul><li>Growth </li></ul><ul><li>None of the above </li></ul>Question w/ Answer http://annaguray06.blogspot.com
  28. 28. 9. _____ market evolution stage happens when an new technology replaces the old. <ul><li>Maturity </li></ul><ul><li>Emergence </li></ul><ul><li>Decline </li></ul><ul><li>Growth </li></ul><ul><li>None of the above </li></ul>Question #9 http://annaguray06.blogspot.com
  29. 29. STAGE 4: DECLINE Concept 9: Market Evolution Stages Societies total need level decreases or superior technology replaces the old DESKTOP LAPTOP TABLET http://annaguray06.blogspot.com
  30. 30. 9. _____ market evolution stage happens when an new technology replaces the old. <ul><li>Maturity </li></ul><ul><li>Emergence </li></ul><ul><li>Decline </li></ul><ul><li>Growth </li></ul><ul><li>None of the above </li></ul>Question w/ Answer http://annaguray06.blogspot.com
  31. 31. 10. The market evolves in 4 stages. Which of the following is not a stage of market evolution? <ul><li>Growth </li></ul><ul><li>Maturity </li></ul><ul><li>Emergence </li></ul><ul><li>Decline </li></ul><ul><li>None of the above </li></ul>Question #10 http://annaguray06.blogspot.com
  32. 32. How the market evolves… Concept 10: Market Evolution Stages Stage 1: EMERGENCE Stage 2: GROWTH Stage 3: MATURITY Stage 4: DECLINE http://annaguray06.blogspot.com
  33. 33. 10. The market evolves in 4 stages. Which of the following is not a stage of market evolution? <ul><li>Growth </li></ul><ul><li>Maturity </li></ul><ul><li>Emergence </li></ul><ul><li>Decline </li></ul><ul><li>None of the above </li></ul>Question w/ Answer http://annaguray06.blogspot.com
  34. 34. TOP 10 Questions for Chapter 10: Crafting the Brand Positioning Anna Katrina L. Guray April 15, 2011 http://annaguray06.blogspot.com

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