CraftingtheBrandPositioning习题及答案详解Word文档格式.docx
- 文档编号:14105566
- 上传时间:2022-10-18
- 格式:DOCX
- 页数:62
- 大小:57.73KB
CraftingtheBrandPositioning习题及答案详解Word文档格式.docx
《CraftingtheBrandPositioning习题及答案详解Word文档格式.docx》由会员分享,可在线阅读,更多相关《CraftingtheBrandPositioning习题及答案详解Word文档格式.docx(62页珍藏版)》请在冰豆网上搜索。
Answer:
cPage:
309Levelofdifficulty:
Medium
2.AllmarketingstrategyisbuiltonSTP—segmentation,targeting,and________.
a.positioning
b.product
c.planning
d.promotion
e.performance
aPage:
310Levelofdifficulty:
3.________istheactofdesigningthecompany’sofferingandimagetooccupyadistinctiveplaceinthemindofthetargetmarket.
a.Positioning
b.Productconceptualization
c.Promotionpresentation
d.Performanceimaging
e.Preproductlaunching
Easy
4.Theresultofpositioningisthesuccessfulcreationof________,acogentreasonwhythetargetmarketshouldbuytheproduct.
a.anawardwinningpromotionalcampaign
b.acustomer-focusedvalueproposition
c.ademandchannel
d.every-day-low-pricing
e.strategicwindowofopportunity
bPage:
Hard
5.
AgoodillustrationofthevaluepositionforPerdue(chicken)is________.
a.onepricebeatsall
b.bringchickentotheworld
c.ethicalvalues,theAmericanway,andqualitychicken
d.chickenanywayyoulikeit
e.moretendergoldenchickenatamoderatepremiumprice
ePage:
311Levelofdifficulty:
6.Astartingpointindefiningacompetitiveframeofreferenceforabrandpositioningistodetermine________—theproductsorsetsofproductswithwhichabrandcompetesandwhichfunctionasclosesubstitutes.
a.functionalmembership
b.competitivefield
c.categorymembership
d.valuemembership
e.demandfield
7.Whichofthefollowingtermsismostcloselyassociatedwiththefollowingstatement:
“attributesorbenefitsconsumersstronglyassociatewithabrand,positivelyevaluate,andbelievethattheycouldnotfindtothesameextentwithacompetitivebrand”?
a.Brandimage
b.Points-of-difference
c.Points-of-parity
d.Points-of-value
e.Brandconcept
312Levelofdifficulty:
8.________areassociationsthatarenotnecessarilyuniquetothebrandbutmayinfactbesharedwithotherbrands.
a.Points-of-parity
c.Brandcells
d.Brandpositions
e.Points-of-competitivefield
313Levelofdifficulty:
9.Toachieveapoint-of-parity(POP)onaparticularattributeorbenefit,asufficientnumberofconsumersmustbelievethatthebrandis“________”onthatdimension.
a.mostexcellent
b.neutral
c.marginal
d.goodenough
e.service-based
dPage:
10.Thepreferredapproachtopositioningistoinformconsumersofabrand’smembershipbeforestatingits________.
a.point-of-parity
b.point-of-difference
c.point-of-conflict
d.point-of-weakness
e.point-of-reference
314Levelofdifficulty:
11.Therearethreemainwaystoconveyabrand’scategorymembership:
announcingcategorybenefits,________,andrelyingontheproductdescriptor.
a.overtpublicity
b.industrytradepress
c.buzzmarketing
d.preferencepositions
e.comparingtoexemplars
ePage:
315Levelofdifficulty:
12.Toavoidconfusingbrandloyalcustomers,FordpresentedtheX-trainerasa“sportwagon.”Withrespecttowaysofconveyingabrand’scategorymembership,whichofthefollowingdidFordusewithitsnewproduct?
a.Announcingcategorybenefits.
b.Comparingtoexemplars.
c.Relyingontheproductdescriptor.
d.Usingbrandperceptiontoincreaseprofits.
e.Usingpublicrelationstosecurebrandposition.
13.Points-of-parityaredrivenbytheneedsofcategorymembershipand________.
a.loyalty
b.largemargins
c.guaranteedprofits
d.thenecessityofnegatingcompetitors’PODs(points-of-difference)
e.thecreationofPODs(points-of-difference)
315Levelofdifficulty:
14.ThereareatleastthreekeyconsumerdesirabilitycriteriaforPODs(points-of-difference):
relevance,distinctiveness,and________.
a.believability
b.presentationstyle
c.economy
d.non-technological
e.informationcontent
15.Whichofthefollowingdesirabilitycriteriaasksaquestionsuchas“Isthepositioningpreemptive,defensible,anddifficulttoattack?
”whendeterminingaPOD(point-of-difference)?
a.Feasibility
b.Communicability
c.Sustainability
d.Knowledgeable
e.Valueorientation
316Levelofdifficulty:
16.Markete
- 配套讲稿:
如PPT文件的首页显示word图标,表示该PPT已包含配套word讲稿。双击word图标可打开word文档。
- 特殊限制:
部分文档作品中含有的国旗、国徽等图片,仅作为作品整体效果示例展示,禁止商用。设计者仅对作品中独创性部分享有著作权。
- 关 键 词:
- CraftingtheBrandPositioning 习题 答案 详解