Reference no: EM132140647
1. Products and brands in niche markets hope to achieve profits through ________.
medium pricing
high promotability
low margins
lower demand
high margins
2. From a marketing management perspective, there are three main sets of brand equity drivers. Which of the three drivers was most applicable when McDonald’s decided to use the “golden arches” and Ronald McDonald as symbols of their brand?
The initial choices for the brand elements or identities making up the brand.
The profitability associated with brand development.
The product and all accompanying marketing activities and supporting marketing programs.
The service and all accompanying marketing activities and supporting marketing programs.
Associations indirectly transferred to the brand by linking it to some other entity.
3. Market Challengers can attempt to increase sales volume by ________.
all answers are correct
having consumers use the product in new ways
attracting competitors' customers
having consumers use more of the product on each occasion
having their consumers use the product on more occasions
4. A company’s major enduring asset is ________.
its brand
its shareholders
its culture
its workers
its leadership
5. ________ are product associations that are not necessarily unique to the brand but may in fact be shared with other brands.
Points-of-difference
Points-of-inflection
Points-of-presence
Points-of-divergence
Points-of-parity
6. The goal of positioning is ________.
to help the firm anticipate what the actions of its competitors will be
to collect information about competitors that will directly influence the firms' strategy
to discover the different needs and groups existing in the marketplace
to target those customers marketers can satisfy in a superior way
to locate the brand in the minds of consumers in relation to competing brands
7. As a marketing manager, you would want to draw attention to your points-of-difference and:
point out competitors' points-of-parity
rationalize competitors' perceived points-of-difference
emphasize competitors' points-of-difference
negate competitors' perceived points-of-difference
globalize competitors' perceived points-of-difference
8. A brand must demonstrate ________, for it to function as a true point-of-difference.
clear profitability to the company
clear similarity to the attributes of other brands
technological advancement
clear superiority on a (unique) attribute or benefit
exploitation of competitors' weakness
9. The world’s strongest brands share common attributes. Which of the following would NOT be among those common attributes?
The brand stays relevant.
The company monitors sources of brand equity.
The pricing strategy is based on consumer perceptions of value.
The brand excels at delivering the benefits consumers truly desire.
The brand that spends the most is the most respected and valued.
10. Establishing and communicating the distinctive benefit(s) of the company's market offering, for each target segment is called ________.
market research
marketing effectiveness
market segmentation
market positioning
market dominance
12. Which of the following is the most constructive response a market leader can make when defending its market share?
provide desired benefits
maintain basic cost control
innovate continuously
meet challengers with a swift response
provide expected benefits
13. Which of the following is NOT a good market leader strategy?
Maintain and enhance brand equity
Innovate
Attempt to grow the category
Aggressively defend its position
Imitate and match competitors
14. Strong brands possess all of the following marketing advantages EXCEPT ________.
more elastic consumer response to price decreases
improved perceptions of product performance
greater loyalty
larger margins
guaranteed profits
15. While most brand of bottled water claim that they are “healthy”, “clean”, and “tasty”, Nestle promises that its brand of natural spring water is “healthier water that has a crispier and cleaner taste” than its competitors. Nestle’s competitive strategy is based on:
Excelling in Points of Parity (POP)
Estalishing Strong Points of Difference (POD)
Launching a Flank Attack Strategy
Effecitve use of Market Challenger Strategy
Repositioning
16. As a marketing manager, you would want to emphasize your points-of-difference and…?
point out competitors' points-of-parity
emphasize competitors' points-of-difference
negate competitors' perceived points-of-difference
globalize competitors' perceived points-of-difference
rationalize competitors' perceived points-of-difference