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

a. its core identity
b. a core competency
c. deliverability criteria
d. a straddle position
e. competitive parity

16. The preferred approach to positioning is to inform consumers of a brand’s membership before stating its ________.
a. point-of-parity
b. point-of-difference
c. point of conflict
d. point of weakness
e. point of reference

17. There are 3 main ways to convey a brand’s category membership: announcing category benefits, ________, and relying on the product descriptor.
a. overt publicity
b. industry trade press
c. buzz marketing
d. preference positions
e. comparing to exemplars

18. A brownie mix might claim to taste great and support this claim by including high-quality ingredients or by showing users delighting in its consumption, thereby communicating its membership of the baked desserts category through ________.
a. announcing category benefits
b. comparing to exemplars
c. relying on the product descriptor
d. communicating deliverability variables
e. identifying counterexamples

19. ________ are typically the lowest desirable level to position a brand’s points-of-difference, in part because competitors can easily copy them.
a. Benefits
b. Attitudes
c. Values
d. Attributes
e. Messages

20. Marketers must decide at which level to anchor the brand’s points-of-differences. At the least level are ________. For example, Dove soap can talk about the fact that it is one-quarter cleansing cream.
a. brand values
b. brand attributes
c. brand benefits
d. brand specifications
e. brand partitions

21. One common difficulty in creating a strong, competitive brand positioning is that many of the attributes or benefits that make up the points-of-parity and points-of-difference are ________.
a. negatively correlated
b. positive correlated
c. neither positive nor negatively correlated
d. inversely correlated
e. unable to be correlated
22. There are at lowest 3 key consumer desirability criteria for PODs (points-of-difference): relevance, distinctiveness, and ________.
a. believability
b. presentation style
c. economy
d. nontechnological
e. information content

23. Which of the subsequent desirability criteria asks a ques. such as “Is the positioning preemptive, defensible, and difficult to attack?” when determining a POD (point-of-difference)?
a. feasibility
b. communicability
c. sustainability
d. knowledgeable
e. value orientation

24. For a point-of-difference to possess ________, target consumers must obtain it unique and superior.

Earning:   Approval pending.