Crafting The Brand Positioning - MCQs with answers - Part 1

Crafting The Brand Positioning - MCQs with answers - Part 1

Developing and communicating a positioning strategy

1. "A lot can happen over coffee", is tagline of:

a) Cafe Coffee Day
b) Starbucks
c) Barista
d) None of the above

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2. Marketing strategy is built on

i) Segmentation
ii) Targeting
iii) Positioning

a) Only i)
b) ii) and iii)
c) all i), ii) and iii)
d) None of the above.

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3. The process of designing the company's image and offering to get a distinctive place in the minds of the target market is known as

a) Positioning
b) Targeting
c) Segmentation
d) None of the above

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4. Positioning is done to achieve

a) Customer-focused value proposition
b) Product-focused value proposition
c) Company-focused value proposition
d) None of the above

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5. Competitive frame of reference for positioning is defined by

i) Customer target market
ii) Nature of the competition
iii) Product target market

a) Only i)
b) i) and ii)
c) all i), ii) and iii)
d) None of the above.

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6. The benefits or attributes consumer strongly associate with a brand, positively assess and believe they would be unable to find to the same extent with a competitive brand is known as

a) Points-of-parity
b) Points-of-difference
c) Points-of-equality
d) None of the above

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7. The associations that are not essentially unique to the brand but may be shared with other brands are known as

a) Points-of-parity
b) Points-of-difference
c) Points-of-equality
d) None of the above

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8. The groups that consumers view as vital to a credible and legitimate offering within a service or product is known as

a) Competitive point-of-parity
b) Competitive points-of-difference
c) Category points-of-parity
d) None of the above

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9. Category points-of-parity represents

i) Necessary conditions for brand choice
ii) Sufficient conditions for brand choice
iii) Necessary but not sufficient conditions for brand choice

a) Only i)
b) Only i) and ii)
c) Only iii)
d) None of the above

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10. Which of the following statement/s are true:

i) Competitive points-of-parity are groups formulated to negate Competitors points-of-difference.

ii) Category points-of-parity are groups formulated to negate Competitors points-of-difference.

a) Only i)
b) Only ii)
c) i) and ii)
d) None of the above

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11. For a product to achieve point-of-parity on a specific benefit or attribute, a _______of users must believe the brand is "good enough" on that particular dimension.

a) Sufficient number of
b) Few number of
c) No users
d) All of the above

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12. When a company focuses on two frames of reference it is

a) Straddling positioning
b) Stretching positioning
c) Dual positioning
d) None of the above

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13. When BMW made a competitive entrance in the U.S. in the early 1980s, it positioned the brand as that offered ________

a) Luxury
b) Performance
c) Both a and b
d) None of the above

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14. Marketers can communicate brand membership by

a) Announcing category benefits
b) Comparing to exemplars
c) Relying on the product descriptor
d) All of the above

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15. Points-of-differences are selected on the basis of

a) Desirability criteria
b) Deliverability criteria
c) Both a & b
d) None of the above

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16. While creating a strong competitive brand positioning the major problem that marketers face is benefits or attributes that make up the points-of-difference and points of parity are

a) Negatively correlated
b) Positively correlated
c) Neutrally correlated
d) None of the above

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