CHAP 10

2) The goal of positioning is to ________.

E) help the firm anticipate what the actions of its competitors will be

C) target those customers marketers can satisfy in a superior way

A) locate the brand in the minds of consumers to maximize the potential benefit to the firm
B) discover the different needs and groups existing in the marketplace
D) collect information about competitors that will directly influence the firms' strategy
10) Brand ________ are short, three- to five-word phrases that capture the irrefutable essence or spirit of
the brand positioning and ensure that the company's own employees understand what the brand
represents.
E) extensions

B) symbols
C) logos
D) alliances
A) mantras
7) Marketers typically focus on brand ________ in choosing the points-of-parity and points-of-
difference
that make up their brand positioning.
B) awareness
D) architecture
A) equity
C) benefits
E) extensions

6) Which of the following criteria relates to consumers seeing the brand association as personally
relevant to them?
A) deliverability
C) desirability
D) differentiability
E) feasibility

B) authenticity
9) BMW's "The ultimate driving machine," American Express' "Don't leave home without it," New York
Times' "All the news that's fit to print," and AT&T's "Reach out and touch someone" are all examples of
brand ________.
A) slogan
 B) personality
D) architecture
C) mission
E) vision

3) The result of positioning is the successful creation of ________, which provides a cogent reason why
the target market should buy the product.
D) everyday low pricing
A) an award-winning promotional campaign
E) employee value proposition

C) a demand channel
B) a customer-focused value proposition
5) Which of the following terms is most closely associated with the 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"?
E) points-of-presence

C) points-of-parity
D) points-of-value

B) points-of-difference
A) points-of-inflection
1) All marketing strategy is built on STP: segmentation, targeting, and ________.
D) promotion

E) performance

C) planning
A) positioning
B) product

Question 9
8) ________ are visual representations of consumer perceptions and preferences.
A) Brand narratives
 C) Perceptual maps
E) Points-of-parity

B) Share of mind variables

D) Exemplars

Question 10
4) A(n) ________ is a group of firms offering a product or class of products that are close substitutes for
one another.
A) community

B) task force

C) industry

D) focus group

E) umbrella brand