超星 - Homework for Ch7

单选题

Perdue's cogent reason why a target market should buy its chicken is "More tender golden chicken at a moderate premium price," also known as its ________.

A. customer-focused value proposition
B. competitive frame of reference
C. points-of-parity
D. straddle positioning
E. perceptual map

查看答案

单选题

Philip Morris bought Miller Brewing and launched low-calorie beer, at a time when consumers had the impression that low-calorie beer does not taste as good as normal beer. What does the company assure by stating that the beer tastes good?

A. points-of-difference
B. points-of-presence
C. points-of-parity
D. points-of-conflict
E. points-of-inflection

查看答案

单选题

When BMW first made its strong competitive push into the US market in the early 1980s, it positioned the brand as the only automobile that offered both luxury (competing with Cadillac) and performance (competing with the Corvette), which is known as ________ because it uses points-of-difference and points-of-parity across categories.

A. a competitive frame of reference
B. zone of tolerance positioning
C. straddle positioning
D. red-ocean thinking
E. perceptual mapping

查看答案

单选题

Nivea became the leader in the skin cream class on the "gentle," "protective," and "caring" platform. The company further moved into classes such as deodorants, shampoos, and cosmetics. Attributes like gentle and caring were of no value unless consumers believed that its deodorant was strong enough, its shampoo would cleanse, and its cosmetics would be colorful enough. This is an example of ________.

A. competitive points-of-parity
B. competitive points-of-difference
C. category points-of-parity
D. category points-of-difference
E. competitive points-of-presence

查看答案

单选题

________ are associations designed to overcome perceived weaknesses of the brand.

A. Conceptual points-of-parity
B. Category points-of-difference
Competitive points-of-parity
D. Competitive points-of-difference
E. Category points-of-parity

查看答案

单选题

A marketer that wants to anchor a point-of-difference for Dove soap on brand benefits might emphasize which of the following?

A. The soap is one-quarter cleansing cream.
B. Dove products include bar soaps and shampoos.
C. Dove soap helps users have softer skin.
D. The soap brand has global presence.
E. The brand has recently launched soap for men.

查看答案

单选题

Marketers typically focus on brand ________ in choosing the points-of-parity and points-of-difference that make up their brand positioning.

A. equity
B. awareness
C. benefits
D. architecture
E. extensions

查看答案

单选题

________ are visual representations of consumer perceptions and preferences.

A. Brand narratives
B. Share of mind variables
C. Perceptual maps
D. Exemplars
E. Points-of-parity

查看答案

单选题

Straddle positions ________.

A. help firms to analyze who their competitors are
B. allow brands to expand their market coverage and potential customer base
C. are a necessity while creating a firm's vision and mission statement
D. assist firms in collecting information on competitors that will directly influence their strategy
E. are ambiguous moral principles behind the operation and regulation of marketing

查看答案

单选题

American Express' "World-Class Service, Personal Recognition," Mary Kay's "Enriching women's lives," Hallmark's "Caring Shared," and Starbucks' "Rewarding Everyday Moments" are examples of brand ________.

A. mantras
B. parity
C. identity
D. architecture
E. extension

查看答案