Crafting the Brand Positioning习题及答案详解参考.doc

Chapter 10: Crafting the Brand Positioning GENERAL CONCEPT QUESTIONS Multiple Choice As part of the strategic brand management process, each company and offering must represent a distinctive ________ in the mind of the target market. promotion cell big idea ad organizational concept Answer: c Page: 309 Level of difficulty: Medium All marketing strategy is built on STP—segmentation, targeting, and ________. positioning product planning promotion performance Answer: a Page: 310 Level of difficulty: Medium ________ is the act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market. Positioning Product conceptualization Promotion presentation Performance imaging Preproduct launching Answer: a Page: 310 Level of difficulty: Easy The result of positioning is the successful creation of ________, a cogent reason why the target market should buy the product. an award winning promotional campaign a customer-focused value proposition a demand channel every-day-low-pricing strategic window of opportunity Answer: b Page: 310 Level of difficulty: Hard A good illustration of the value position for Perdue (chicken) is ________. one price beats all bring chicken to the world ethical values, the American way, and quality chicken chicken any way you like it more tender golden chicken at a moderate premium price Answer: e Page: 311 Level of difficulty: Hard A starting point in defining a competitive frame of reference for a brand positioning is to determine ________—the products or sets of products with which a brand competes and which function as close substitutes. functional membership competitive field category membership value membership demand field Answer: c Page: 311 Level of difficulty: Medium Which of the following terms is most closely associated with the following statement: “attributes or benefits consumers strongly associate with a brand, positively evaluate, and believe that they could not find to t