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15 Questions

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Brand Management Week 4

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Questions and Answers

Which of the following is NOT a step in target market identification?

Identifying the target market

Choosing brand associations

Identifying the nature of competition (correct)

Dividing the entire market into distinct markets

Which segmentation base is NOT mentioned in the text?

Usage occasion (correct)

Geographic

Income/Class

Education

Which generation is described as being immersed in technology and having the highest digital literacy?

Generation Alpha (correct)

Baby Boomers

Generation Z

Millennials

Which of the following is NOT a decision criterion for choosing target consumers?

Brand retention Signup and view all the answers

Which of the following is NOT a criteria for positioning a brand?

Choose keywords that are taken by competitors Signup and view all the answers

According to the text, what is brand knowledge?

Information acquired about the brand over time Signup and view all the answers

What is the purpose of brand positioning?

To shape unique consumer perception of a brand Signup and view all the answers

What should be considered when choosing brand associations?

All of the above Signup and view all the answers

What is the role of marketing programs in delivering brand positioning?

To deliver brand positioning to consumers Signup and view all the answers

What is the essential part of marketing strategy?

Brand positioning Signup and view all the answers

Which one of the following is a necessary condition for inclusion in the choice set?

Points-of-parity associations Signup and view all the answers

What are Points-of-difference (POD) associations?

Attributes or benefits that consumers strongly associate with a brand Signup and view all the answers

What are the Points-of-difference (POD) associations claimed in the 'Get a Mac' campaign by Apple?

Both great functionality and high-status image Signup and view all the answers

What are the Points-of-difference (POD) associations claimed in the 'Get a PC' campaign by Intel?

Technological advancements Signup and view all the answers

How can conflicting attributes be addressed in positioning?

All of the above Signup and view all the answers

Study Notes

Target Market Identification

Not a step in target market identification: (answer not provided)
Segmentation bases mentioned in the text: (not specified)

Generations and Technology

Generation described as being immersed in technology and having the highest digital literacy: (answer not provided)

Target Consumer Selection

Not a decision criterion for choosing target consumers: (answer not provided)

Brand Positioning

Not a criteria for positioning a brand: (answer not provided)
Brand knowledge: (answer not provided)
Purpose of brand positioning: (answer not provided)
Considerations when choosing brand associations: (answer not provided)
Role of marketing programs in delivering brand positioning: (answer not provided)

Marketing Strategy

Essential part of marketing strategy: (answer not provided)

Choice Set

Necessary condition for inclusion in the choice set: (answer not provided)

Points-of-Difference (POD) Associations

Definition of Points-of-difference (POD) associations: (answer not provided)
Points-of-difference (POD) associations claimed in the 'Get a Mac' campaign by Apple: (answer not provided)
Points-of-difference (POD) associations claimed in the 'Get a PC' campaign by Intel: (answer not provided)
Addressing conflicting attributes in positioning: (answer not provided)

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Description

Brand Audit and Positioning Quiz: Test your knowledge on brand audit and positioning strategies with this quiz. Learn about how brand positioning is crystalized through marketing programs and explore case studies like lululemon. Get ready to demonstrate your understanding of brand strategies and marketing tactics.