MKT4312 Quiz 2

MKT4312 Quiz2

1. The brand_______ describes how to establish “competitive advantages” in the minds of customers in the marketplace.

• A. positioning model

• B. resonance model

• C. value chain

• D. performance

2. Red Bull’s brand building activities reflect different personalities that live side by side. The brand can be perceived to have __________ personalities.

• A. social and ambitious

• B. attractive and indulgent

• C. challenging and whimsical

• D. capable and amusing

3. ________ can be defined as the differential effect that brand knowledge has on consumer response to the marketing of that brand.

• A. customer-based brand image

• B. customer-based brand equity

• C. customer-based brand asset

• D. customer-based brand positioning

4. Which of the following statements is NOT true?

• A. Price points-of-parity exists minimally at the generic product level and are most likely at the expected product level.

• B. Competitive points-of-parity are those associations designed to negate competitors’ points-of-difference.

• C. Correlational points-of-parity are those potentially negative associations that arise from the existence of other, more positive associations for the brand.

• D. Category points-of-parity exists minimally at the generic product level and are most likely at the expected product level.

5. The slogan of BMW was “The Ultimate Driving Machine” which effectively captured the newly created umbrella category – luxury performance cars. BMW was able to simultaneously achieve a point-of-difference on performance and a point-of-parity on luxury with respect to luxury cars, and a point-of-difference on _________ and a point-of-parity on _________ with respect to performance cars.

• A. performance, luxury

• B. luxury, performance

• C. durability, quality

• D. uniqueness, design

6. The above BMW case (The Ultimate Driving Machine) is an example of ______________

which is one of the positioning strategies adopted by the marketers to position their brand or product in two categories simultaneously. In other words, the positioning strategy adopted to create a dual image of the brand or product in customers’ minds.

• A. updating positioning

• B. competitive positioning

• C. parity positioning

• D. straddle positioning

7. Brand positioning will evolve over time to better reflect market opportunities or challenges. One common market opportunity that often arises is the need to deepen the meaning of the brand to permit further expansion. _________ progresses from attributes to benefits to more abstract values or motivation.

• A. Reacting

• B. Laddering

• C. Straddling

• D. Competition

8. The term " _______" describes the nature of the product or the type of experiences or benefits the brand provides. It can range from concrete language that reflects the product category itself, to more abstract notions (like Nike’s and Disney’s), where the term relates to higher-order experiences or benefits that a variety of different products would deliver.

• A. brand mantra

• B. descriptive modifier

• C. brand function

• D. emotional modifier

9. McDonald’s brand philosophy of “Food, Folks, and Fun” nicely captures its brand essence and core brand promise. This three-word phrase that captures the irrefutable essence or spirit of the brand positioning is called _________.

• A. brand mantra

• B. brand equity

• C. relationship equity

• D. brand reference

10. The emotional modifier of Starbucks’ brand mantra can be _______.

• A. coffee

• B. performance

• C. family

• D. rich