KIIT University 2008 M.B.A Marketing Management keting - Question Paper

a. loyalty
b. large margins
c. guaranteed profits
d. the necessity of negating competitors’ PODs (points-of-difference)
e. the creation of PODs (points-of-difference)

7. The obvious means of differentiation, and often most compelling ones to consumers, relate to aspects of the ________.
a. price
b. distribution process
c. promotions
d. product and service
e. sales team responsible for the product or service

8. During the ________ phase of market evolution, if a new product sells well, new firms enter the market.
a. induction
b. emergence
c. growth
d. maturity
e. decline

9. ________ is a company’s ability to perform in 1 or more ways that competitors cannot or will not match.
a. Positioning
b. Deliverability
c. Competitive advantage
d. Distribution
e. Differentiation

10. The primary explanation for Marlboro’s extraordinary worldwide market share is that Marlboro’s “macho cowboy” persona has struck a responsive chord with much of the cigarette-smoking public. This is an example of ________.
a. personnel differentiation
b. channel differentiation
c. position differentiation
d. maturity differentiation
e. image differentiation

11. ________ is the act of designing the company’s offering and image to occupy a distinctive place in the minds of the target market.
a. Positioning
b. Product conceptualization
c. Promotion presentation
d. Performance imaging
e. Preproduct launching

12. Which of the subsequent best defines Volvo’s value proposition?
a. We charge a 20% premium on our cars.
b. We target safety-conscious “upscale” families.
c. We sell the safest, most durable wagon in which your family can ride.
d. We make cars.
e. None of the above is a value proposition.

13. The outcome of positioning is the successful creation of ________, a cogent cause why the target market should buy the product.
a. an award winning promotional campaign
b. a customer-focused value proposition
c. a demand channel
d. everyday low pricing
e. strategic window of opportunity

14. 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.
a. functional membership
b. competitive field
c. category membership
d. value membership
e. demand field

15. When BMW created ________ with its “luxury and performance” approach, it was able to maximize both attributes and benefits.

Earning:   Approval pending.