Minigame with Dahlia <3

Three key points-of-difference for a brand

• Desirability-Deliverability- Consistency

• Desirability-Deliverability-Constancy

• Desirability-Deliverability-Differentiation

• Desirability-Deliverability-Freakishness

...... on the other hand, are not necessarily unique to the brand but may in fact be shared with other brands

• Points-of-parity

• Point-of-delivery

• Points-of-difference

• Point-of-departure

Three types of Points-of-Parity Associations

• Category

  Competitive

  Clarity

• Competitive

  Convenient

  Community

• Competitive

  Context

  Clarity

• Category

  Competitive

  Correlational

Well-known, noteworthy brands in a category can also used as .........

• Tagline

• Packaging

• Exemplars

• Slogan

........ divides the market into distinct groups of homogeneous consumers having similar needs and consumer behavior

• Market segmentation

• Market targeting

• Positioning

• Marketing strategy

When a competitor challenges an existing POD or attempts to overcome POP, there are three main options for target brand

• Do everything

  Go on the defensive

  Go on the offensive

• Do nothing

  Go on the defensive

  Go on the offensive

• Do everything

  Go on the offensive

  Go on the negotiation

• Do nothing

  Go on the defensive

  Go on the negotiation

Desirability is determined from the consumer’s ............

• Purchase power

• Demand

• Emotion

• Point-of-view

Differentiation is determined relative to the ...........

• Competitors

• Partners

• Government

• Suppliers

.......... are those associations designed to negate competitors’ points-of-difference.

• Competitive points of parity

• Correlational points of parity

• Category points of parity

• All answers are wrong

A number of criteria have been offered to guide segmentation and target market decisions, such as the following EXCEPT:

• Identifiability

• Accessibility

• Reliability

• Responsiveness