Project on brand positioning of titan watches.docx imppppppp
Top 10 learning questions for chapter10
1. TOP 10 LEARNING QUESTIONS FORChapter 10 – Crafting the Brand Positioning Jay Sarmiento Dec 16, 2010
2. Chapter 10 – Crafting the Brand Positioning 1. All marketing strategy is built on STP. What does STP stand for? Service, Technology, Progress Segregation, Target Market, Process Segmentation, targeting, positioning
3. Chapter 10 – Crafting the Brand Positioning Segmentation, targeting and positioning 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. Answer C
4. Chapter 10 – Crafting the Brand Positioning 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. Corporate Identity Positioning Public Relations
5. Chapter 10 – Crafting the Brand Positioning Positioning distinguishes a company's offering and distinctive image in minds of the target market. Answer B
7. Chapter 10 – Crafting the Brand Positioning 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. Answer C
8. Chapter 10 – Crafting the Brand Positioning 4. What are the two basic forms of associated in concern with Points-of-Parity? Category and Competitive Consumer and Competitor Catalog and Categories
9. Chapter 10 – Crafting the Brand Positioning Two basic forms of association Category points-of-parity they represent necessary- but not sufficient- conditions for brand choice. Competitive points-of-parity are associations designed to negate competitors' points of difference. Answer A
10. Chapter 10 – Crafting the Brand Positioning 5. The product life cycle is typically divided into four (4) stages, which of the following is NOT part of the product life cycle. Inception Growth Maturity Decline
11. Chapter 10 – Crafting the Brand Positioning The product life cycle consist of the following: Introduction- a period of slow sales growth as the product is introduced in the market Growth- rapid growth period
12. Chapter 10 – Crafting the Brand Positioning c) Maturity- slow down of sales growth as the product gains acceptance. d) Decline- sales shows a downward drift and profits erode. Answer A
13. Chapter 10 – Crafting the Brand Positioning 6. Which of the following has a product life cycle that is hard to predict? Style Fashion Fad
14. Chapter 10 – Crafting the Brand Positioning 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. Answer B
15. Chapter 10 – Crafting the Brand Positioning 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. most excellent Neutral Marginal good enough service-based
16. Chapter 10 – Crafting the Brand Positioning Points of Parity are associations that are not necessarily unique to the brand but may in fact be share with other brands. Answer D
17. Chapter 10 – Crafting the Brand Positioning 8. The________ stage of the product is characterized as being one where there is period of rapid market acceptance and substantial profit improvement. introduction growth maturity saturation
18. Chapter 10 – Crafting the Brand Positioning Product Life Cycle The growth stage of the product is characterized as being one where there is period of rapid market acceptance and substantial profit improvement. Answer B
19. Chapter 10 – Crafting the Brand Positioning 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? Introduction Growth Maturity Decline
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21. Chapter 10 – Crafting the Brand Positioning Fads fail to survive because they don’t normally satisfy a strong need. 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. Answer C
