题目内容

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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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

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________ 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

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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

________ 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?

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

________ are visual representations of consumer perceptions and preferences.

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