chapter 10 crafting the brand positioning

1.1. Based on the following attributes of vehicles rated from 1 to 5 where Based on the following attributes of vehicles rated from 1 to 5 where 5 being the highest, which of the following brand illustrates points-of-5 being the highest, which of the following brand illustrates points-of-difference association?difference association?

Fuel EconomyFuel Economy PerformancePerformanceBrand ABrand A 5 5 3 3Brand BBrand B 2 2 5 5Brand CBrand C 3 3 4 4Brand DBrand D 5 5 3 3Brand EBrand E 5 5 3 3

a. Brand A, D and Ea. Brand A, D and Eb. Brand Bb. Brand Bc. Brand Cc. Brand Cd. Brand B and Cd. Brand B and Ce. None of the abovee. None of the above

Points-of-difference are attributes or benefits Points-of-difference are attributes or benefits consumers strongly associate with a brand, consumers strongly associate with a brand, positively evaluate, and believe they could positively evaluate, and believe they could not find to the same extent with a competitive not find to the same extent with a competitive brand.brand.

1.1. Based on the following attributes of vehicles rated from 1 to 5 where Based on the following attributes of vehicles rated from 1 to 5 where 5 being the highest, which of the following brand illustrates points-of-5 being the highest, which of the following brand illustrates points-of-difference association?difference association?

Fuel EconomyFuel Economy PerformancePerformanceBrand ABrand A 5 5 3 3Brand BBrand B 2 2 5 5Brand CBrand C 3 3 4 4Brand DBrand D 5 5 3 3Brand EBrand E 5 5 3 3

a. Brand A, D and Ea. Brand A, D and Eb. Brand Bb. Brand Bc. Brand Cc. Brand Cd. Brand B and Cd. Brand B and Ce. None of the abovee. None of the above

22 Based on the following attributes of vehicles rated from 1 to 5 where Based on the following attributes of vehicles rated from 1 to 5 where 5 being the highest, which of the following brand illustrates points-of-5 being the highest, which of the following brand illustrates points-of-parity association?parity association?

Fuel EconomyFuel Economy PerformancePerformanceBrand ABrand A 5 5 3 3Brand BBrand B 2 2 5 5Brand CBrand C 3 3 4 4Brand DBrand D 5 5 3 3Brand EBrand E 5 5 3 3

a. Brand A, D and Ea. Brand A, D and Eb. Brand Bb. Brand Bc. Brand Cc. Brand Cd. Brand B and Cd. Brand B and Ce. None of the abovee. None of the above

Points-of-parity are associations that Points-of-parity are associations that are not necessarily unique to the brand are not necessarily unique to the brand but may in fact be shared with other but may in fact be shared with other brands.brands.

2.2. Based on the following attributes of vehicles rated from 1 to 5 where Based on the following attributes of vehicles rated from 1 to 5 where 5 being the highest, which of the following brand illustrates points-of-5 being the highest, which of the following brand illustrates points-of-parity association?parity association?

Fuel EconomyFuel Economy PerformancePerformanceBrand ABrand A 5 5 3 3Brand BBrand B 2 2 5 5Brand CBrand C 3 3 4 4Brand DBrand D 5 5 3 3Brand EBrand E 5 5 3 3

a. Brand A, D and Ea. Brand A, D and Eb. Brand Bb. Brand Bc. Brand Cc. Brand Cd. Brand B and Cd. Brand B and Ce. None of the abovee. None of the above

3.3. The value proposition of Volvo that it is the safest and most durable The value proposition of Volvo that it is the safest and most durable vehicle is an example of which consumer desirability criteria for vehicle is an example of which consumer desirability criteria for points-of-difference association?points-of-difference association?

a. a. RelevanceRelevance b. b. DistinctivenessDistinctiveness c. c. BelievabilityBelievability d. d. SustainabilitySustainability e. e. A, B and CA, B and C

Relevance refers to desirability criteria wherein customers Relevance refers to desirability criteria wherein customers must find the POD personally relevant and important.must find the POD personally relevant and important.

Distinctiveness criteria refer to a customer finding the POD Distinctiveness criteria refer to a customer finding the POD distinctive and superior.distinctive and superior.

Believability criteria refer to customer finding the POD Believability criteria refer to customer finding the POD believable and credible.believable and credible.

3.3. The value proposition of Volvo that it is the safest and most durable The value proposition of Volvo that it is the safest and most durable vehicle is an example of which consumer desirability criteria for vehicle is an example of which consumer desirability criteria for points-of-difference association?points-of-difference association?

a. a. RelevanceRelevance b. b. DistinctivenessDistinctiveness c. c. BelievabilityBelievability d. d. SustainabilitySustainability e. e. A, B and CA, B and C

4.4. This is the stage in the product life cycle This is the stage in the product life cycle where the product incurs greater loss.where the product incurs greater loss.

a. a. DevelopmentDevelopment b. b. IntroductionIntroduction c. c. GrowthGrowth d. d. MaturityMaturity e. e. DeclineDecline

Introduction is a period of slow sales Introduction is a period of slow sales growth. Profits are nonexistent because growth. Profits are nonexistent because of the heavy expenses of product of the heavy expenses of product introduction.introduction.

4.4. This is the stage in the product life cycle This is the stage in the product life cycle where the product incurs greater loss.where the product incurs greater loss.

a. a. DevelopmentDevelopment b. b. IntroductionIntroduction c. c. GrowthGrowth d. d. MaturityMaturity e. e. DeclineDecline

5. 5. ThisThis is the stage in the product life cycle is the stage in the product life cycle where the product incurs the highest profit. where the product incurs the highest profit.

a. a. IntroductionIntroduction b. b. GrowthGrowth c. c. MaturityMaturity d. Between Growth and d. Between Growth and MaturityMaturity e. Between Maturity and e. Between Maturity and DeclineDecline

5. 5. ThisThis is the stage in the product life cycle is the stage in the product life cycle where the product incurs the highest profit. where the product incurs the highest profit.

a. a. IntroductionIntroduction b. b. GrowthGrowth c. c. MaturityMaturity d. Between Growth and d. Between Growth and MaturityMaturity e. Between Maturity and e. Between Maturity and DeclineDecline

6.6. Hip hop type of clothing in the Philippines Hip hop type of clothing in the Philippines is an example of: is an example of:

a. a. StyleStyle b. b. FashionFashion c. c. FadFadd. Style and d. Style and FashionFashion e. Fashion and Fade. Fashion and Fad

Style, Fashion, and Fad Life Cycles

6.6. Hip hop type of clothing in the Philippines Hip hop type of clothing in the Philippines is an example of: is an example of:

a. a. StyleStyle b. b. FashionFashion c. c. FadFadd. Style and d. Style and FashionFashion e. Fashion and Fade. Fashion and Fad

7. 7. Prices of product tend to be high at what Prices of product tend to be high at what stage of its product life cycle ?stage of its product life cycle ?

a. a. DevelopmentDevelopment b. Introductionb. Introduction c. c. GrowthGrowthd. Maturityd. Maturitye. Declinee. Decline

Profits are negative or low and promotional Profits are negative or low and promotional expenditures are at their highest ratio to expenditures are at their highest ratio to sales during the Introduction stage. Prices sales during the Introduction stage. Prices tend to be high because costs are high.tend to be high because costs are high.

7. 7. Prices of product tend to be high at what Prices of product tend to be high at what stage of its product life cycle ?stage of its product life cycle ?

a. a. DevelopmentDevelopment b. Introductionb. Introduction c. c. GrowthGrowthd. Maturityd. Maturitye. Declinee. Decline

8. 8. Sales promotion is higher at which stage of a Sales promotion is higher at which stage of a product life cycle ?product life cycle ?

a. a. DevelopmentDevelopment and introduction and introductionb. Introductionb. Introduction and Growth and Growthc. c. Introduction and MaturityIntroduction and Maturityd. Growth and Maturityd. Growth and Maturitye. Maturity and Declinee. Maturity and Decline

Sales promotion is used heavily to entice trial Sales promotion is used heavily to entice trial during the Introduction stage. At the Maturity during the Introduction stage. At the Maturity stage, sales promotion is increased to stage, sales promotion is increased to encourage brand switching due to increased encourage brand switching due to increased number of competitors.number of competitors.

8. 8. Sales promotion is higher at which stage of a Sales promotion is higher at which stage of a product life cycle ?product life cycle ?

a. a. DevelopmentDevelopment and introduction and introductionb. Introductionb. Introduction and Growth and Growthc. c. Introduction and MaturityIntroduction and Maturityd. Growth and Maturityd. Growth and Maturitye. Maturity and Declinee. Maturity and Decline

9. 9. Which of the following is the best product life cycle marketing Which of the following is the best product life cycle marketing strategy? strategy?

a. Improve product quality and add new product features and a. Improve product quality and add new product features and improved styling in the Maturity Stage. improved styling in the Maturity Stage.

b. Increase distribution coverage and enter new distribution b. Increase distribution coverage and enter new distribution channels in the Growth stagechannels in the Growth stage

c. Sell the product at a lower cost in the Introduction stage to attract c. Sell the product at a lower cost in the Introduction stage to attract more customers and create market awarenessmore customers and create market awareness

d. Shift from product-awareness advertising to product-preference d. Shift from product-awareness advertising to product-preference advertising in the Decline stage.advertising in the Decline stage.

e. Shift from product-awareness advertising to product-preference e. Shift from product-awareness advertising to product-preference advertising in the Maturity stage.advertising in the Maturity stage.

Growth stage is the period where Growth stage is the period where there is a rapid market acceptance there is a rapid market acceptance and substantial profit improvement.and substantial profit improvement.

9. 9. Which of the following is the best product life cycle marketing Which of the following is the best product life cycle marketing strategy? strategy?

a. Improve product quality and add new product features and a. Improve product quality and add new product features and improved styling in the Maturity Stage. improved styling in the Maturity Stage.

b. Increase distribution coverage and enter new distribution b. Increase distribution coverage and enter new distribution channels in the Growth stagechannels in the Growth stage

c. Sell the product at a lower cost in the Introduction stage to attract c. Sell the product at a lower cost in the Introduction stage to attract more customers and create market awarenessmore customers and create market awareness

d. Shift from product-awareness advertising to product-preference d. Shift from product-awareness advertising to product-preference advertising in the Decline stage.advertising in the Decline stage.

e. Shift from product-awareness advertising to product-preference e. Shift from product-awareness advertising to product-preference advertising in the Maturity stage.advertising in the Maturity stage.

10.10. VCD is under what stage of a product life VCD is under what stage of a product life cycle ?cycle ?

a. a. DevelopmentDevelopmentb. Introductionb. Introductionc. c. GrowthGrowthd. Maturityd. Maturitye. Declinee. Decline

Decline stage is the period where there is a Decline stage is the period where there is a rapid market acceptance and substantial rapid market acceptance and substantial profit improvement.profit improvement.

10.10. VCD is under what stage of a product life VCD is under what stage of a product life cycle ?cycle ?

a. a. DevelopmentDevelopmentb. Introductionb. Introductionc. c. GrowthGrowthd. Maturityd. Maturitye. Declinee. Decline