Marketing Management Chapter 10 Flashcards

Straddle positioning refers to a brand using different positioning with different categories of competitors.

Occasionally, a company will be able to straddle two frames of reference with one set of points-of-difference and points-of-parity.

Perceptual maps provide quantitative portrayals of market situations and the way consumers view different products, services, and brands along various dimensions.

The purpose of brand mantras is to ensure that employees and external marketing partners understand what the brand is in order to represent it to the customers.

Brand mantras must communicate both what a brand is and what it is not.

Brand mantras are typically designed to capture the brand's points-of-parity, that is, what is unique about the brand.

There are situations in which consumers know a brand's category membership but may not be convinced the brand is a valid member of the category.

The typical approach to positioning is to inform consumers of a brand's membership before stating its point-of-difference.

Competitive advantage is a company's ability to perform in one or more ways that competitors cannot or will not match.

The means of differentiation that are often most compelling to consumers relate to aspects of the product and service.

Companies cannot achieve differentiation by differentiating their channels, as this is not the purpose of a distribution channel.

A good positioning should contain points-of-difference and points-of-parity that have rational but not emotional components.

What are points-of-difference (PODs)?

Explain straddle positioning.

What is an example of a leverageable advantage?

What are three variables a firm should consider when analyzing potential threats posed by competitors?

Explain why the Westin Stamford hotel might not have been successful in creating its POD as the world's tallest hotel.

Provide an example of a category point-of-parity and a competitive point-of-parity for Belling.

Give an example of a point-of-parity and a point-of-difference for Belling.

Provide an example of the use of straddle positioning.

All marketing strategy is built on STP: segmentation, targeting, and ________.

________ is the act of designing the company's offering and image to occupy a distinctive place in the minds of the target market.

The goal of positioning is to ________.

The result of positioning is the successful creation of ________, which provides a cogent reason why the target market should buy the product.

Which of the following best describes a car company's value proposition?

Perdue's cogent reason why a target market should buy its chicken is 'More tender golden chicken at a moderate premium price', also known as its ________.

Which of the following best describes BR Chicken's value proposition?

The ________ defines which other brands a brand competes with and therefore which brands should be the focus of competitive analysis.

________ are defined as companies that satisfy the same customer need.

A(n) ________ is a group of firms offering a product or class of products that are close substitutes for one another.

All marketing strategy is built on segmentation, targeting, and positioning.

Positioning is the act of designing the company's offering and image to occupy a distinctive place in the minds of the target market.

The result of positioning is the successful creation of an employee-focused value proposition.

Positioning requires that marketers define and communicate only the differences between their brand and its competitors.

The competitive frame of reference defines which other brands that a brand competes with.

What are the requirements for deciding on a positioning strategy?

________ refers to the products or sets of products with which a brand competes and which function as close substitutes.

When Coca-Cola determines the bottled-water competitors for its Dasani brand, it is determining Dasani's ________.

When Coca-Cola focused on developing its soft drink business but missed seeing the market for coffee bars, it was suffering from ________.

Category membership is seen as the products that function as close substitutes of a brand.

A company is more likely to be hurt by current competitors than by emerging competitors or new technologies.

The industry concept of competition reveals a broader set of actual and potential competitors than competition defined in just the market concept.

To analyze its competitors, a company needs to gather information about both the real and the perceived strengths and weaknesses of each competitor.

Explain why a company's competition may not be from companies in the same category.

Which of the following terms is most closely associated with the statement: 'attributes or benefits consumers strongly associate with a brand'?

Points-of-________ are product associations that are not necessarily unique to the brand.

The three criteria that determine whether a brand association can truly function as a point-of-difference are ________.

The three criteria for a brand association include desirability, ________, and differentiability.

Which of the following criteria relates to consumers seeing the brand association as personally relevant to them?

Which of the following criteria relates to the company having the internal resources and commitment to create and maintain the brand association?

Which of the following criteria relates to consumers seeing the brand association as distinctive and superior to relevant competitors?

A brand must demonstrate ________, for it to function as a true point-of-difference.

The two basic forms of points-of-parity are ________ points-of-parity and ________ points-of-parity.

________ are attributes or benefits that consumers view as essential to a legitimate and credible offering within a certain product or service class.

Philip Morris bought Miller Brewing and launched low-calorie beer. What does the company assure by stating that the beer tastes good?

When BMW positioned the brand as offering both luxury and performance, it is known as ________.

Philip Morris attempted to build ________ by conveying that the beer contained one-third less calories.

Consumers might not consider a hand sanitizer truly a hand sanitizer unless service elements are considered ________.

Nivea became the leader in skin cream class using the attributes of gentle and caring. This is an example of ________.

________ are associations designed to overcome perceived weaknesses of the brand.

As a marketing manager, which of the following would be the best purpose for your organization's competitive points-of-parity?

Marketers typically focus on brand ________ in choosing the points-of-parity and points-of-difference.

A marketer that wants to anchor a point-of-difference for Dove soap might emphasize which of the following?

________ are visual representations of consumer perceptions and preferences.

Straddle positions ________.

Which of the following statements about brand mantras is true?

American Express' 'World-Class Service' and Starbucks' 'Rewarding Everyday Moments' are examples of brand ________.

Brand ________ are short phrases that capture the brand positioning.

A brand ________ is a translation of the brand mantra aimed at engaging consumers.

BMW's 'The ultimate driving machine' is an example of a brand ________.

A brand mantra should be ________.

Brand mantras capture the brand's points-of-________, what is unique about the brand.

Points-of-parity are important while designing brand mantras for brands facing rapid growth.

For brands in stable categories, the brand mantra may focus more exclusively on points-of-difference.

One common difficulty in creating strong brand positioning is that points-of-parity and points-of-difference are negatively correlated.

________ is a company's ability to perform in ways that competitors cannot match.

A ________ advantage is one that a company can use as a springboard to new advantages.

Which of the following types of differentiation relates to companies having better-trained personnel?

Singapore Airlines is well regarded due to the excellence of its flight attendants. This exemplifies ________ differentiation.

Which type of differentiation refers to effectively designing distribution medium's coverage and performance?

Dayton, Ohio-based Iams found success selling premium pet food through regional veterinarians. This is an example of ________ differentiation.

Which of the following is an example of channel differentiation?

Which of the following is an example of image differentiation?

If Starbucks considers quick-serve restaurants in its competitive frame, intended ________ might be quality, image, and variety.

If a brand is developing an offering with multiple frames of reference, it is NOT advisable to ________.

Subway restaurants are positioned as offering healthy, good-tasting sandwiches. When the competitive frame of reference is quick-serve restaurants, what is the POD?

Suppliers who are dependable in their on-time delivery are likely to be differentiated based on ________.

Suppliers who are better at handling emergencies are most likely differentiated based on their ________.

A supplier that creates better information systems and introduces innovative methods is most likely differentiated on its ________.

Associations that make up points-of-difference are based exclusively on product features.

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

Points-of-parity may be shared among two or more brands.

Category points-of-parity are unique to a brand.

Category points-of-parity may change over time due to technological advances.

Category points-of-parity are associations designed to overcome perceived weaknesses of the brand.

A competitive point-of-parity negates competitors' perceived points-of-difference.

Trying to be all things to all people leads to highest-common-denominator positioning.