题目内容

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

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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

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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

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________ 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

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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.

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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

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

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

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