kotler10-tif-Marketingmanagement习题.doc

Chapter 10: Crafting the Brand PositioningGENERAL CONCEPT QUESTIONSMultiple Choice 1. As part of the strategic brand management process, each company and offering must represent a distinctive ________ in the mind of the target market. a. promotionb. cellc. big idead. ade. organizational conceptAnswer: c Page: 309 Level of difficulty: Medium2. All marketing strategy is built on STP—segmentation, targeting, and ________. a. positioningb. productc. planningd. promotione. performanceAnswer: a Page: 310 Level of difficulty: Medium3. ________ is the act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market.a. Positioningb. Product conceptualizationc. Promotion presentationd. Performance imaginge. Preproduct launching Answer: a Page: 310 Level of difficulty: Easy4. The result of positioning is the successful creation of ________, a cogent reason why the target market should buy the product. a. an award winning promotional campaignb. a customer-focused value propositionc. a demand channeld. every-day-low-pricing e. strategic window of opportunityAnswer: b Page: 310 Level of difficulty: Hard5. A good illustration of the value position for Perdue (chicken) is ________. a. one price beats allb. bring chicken to the worldc. ethical values, the American way, and quality chickend. chicken any way you like ite. more tender golden chicken at a moderate premium priceAnswer: e Page: 311 Level of difficulty: Hard6. A starting point in defining a competitive frame of reference for a brand positioning is to determine ________—the products or sets of products with which a brand competes and which function as close substitutes. a. functional membershipb. competitive fieldc. category membershipd. value membershipe. demand fieldAnswer: c Page: 311 Level of difficulty: Medium7. Which of the following terms is most closely associated with the following statement: “attributes or benefits consumers strongly associate with a brand, positively evaluate, and believe that they could not find to the same extent with a competitive brand”? a. Brand imageb. Points-of-differencec. Points-of-parityd. Points-of-valuee. Brand conceptAnswer: b Page: 312 Level of difficulty: Medium8. ________ are associations that are not necessarily unique to the brand but may in fact be shared with other brands. a. Points-of-parityb. Points-of-differencec. Brand cellsd. Brand positionse. Points-of-competitive fieldAnswer: a Page: 313 Level of difficulty: Medium9. 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. a. most excellentb. neutralc. marginald. good enoughe. service-basedAnswer: d Page: 313 Level of difficulty: Medium10. The preferred approach to positioning is to inform consumers of a brand’s membership before stating its ________. a. point-of-parityb. point-of-differencec. point-of-conflictd. point-of-weaknesse. point-of-referenceAnswer: b Page: 314 Level of difficulty: Medium11. There are three main ways to convey a brand’s category membership: announcing category benefits, ________, and relying on the product descriptor.a. overt publicityb. industry trade pressc. buzz marketingd. preference positionse. comparing to exemplarsAnswer: e Page: 315 Level of difficulty: Hard12. To avoid confusing brand loyal customers, Ford presented the X-trainer as a “sport wagon.” With respect to ways of conveying a brand’s category membership, which of the following did Ford use with its new product? a. Announcing category benefits.b. Comparing to exemplars.c. Relying on the product descriptor.d. Using brand perception to increase profits.e. Using public relations to secure brand position.Answer: c Page: 315 Level of difficulty: Medium13. Points-of-parity are driven by the needs of category membership and ________. a. loyaltyb. large marginsc. guaranteed profitsd. the necessity of negating competitors’ PODs (points-of-difference) e. the creation of PODs (points-of-difference) Answer: d Page: 315 Level of difficulty: Hard14. There are at least three key consumer desirability criteria for PODs (points-of-difference): relevance, distinctiveness, and ________. a. believability b. presentation stylec. economyd. non-technologicale. information contentAnswer: a Page: 315 Level of difficulty: Medium15. Which of the following desirability criteria asks a question such as “Is the positioning preemptive, defensible, and difficult to attack?” when determining a POD (point-of-difference)? a. Feasibilityb. Communicabilityc. Sustainabilityd. Knowledgeablee. Value orientation Answer: c Page: 316 Level of difficulty: Hard16.。