Which of the following criteria relates to consumers seeing the brand association as distinctive and superior to relevant competitors?
A) desirability
B) differentiability
C) believability
D) deliverability
E) deviance
Answer: B
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Marketing Management Chapter 10
- Which of the following statements about the branding guidelines for a small business is true?
- Which element of a brand story framework do Randall Ringer and Michael Thibodeau relate to the authenticating voice, metaphors, symbols, themes, and leitmotifs?
- Which element of a brand story framework do Randall Ringer and Michael Thibodeau relate to the way the narrative logic unfolds over time, including actions, desired experiences, defining events, and the moment of epiphany?
- Which element of a brand story framework do Randall Ringer and Michael Thibodeau relate to the time, place, and context of the brand story?
- Randall Ringer and Michael Thibodeau see ________ as based on deep metaphors that connect to people's memories, associations, and stories.
- Which of the following traits of a brand's ability to become a lovemark implies empathy, commitment, and passion?
- Which of the following traits of a brand's ability to become a lovemark keeps the five senses of sight, hearing, smell, touch, and taste on constant alert for new textures, intriguing scents and tastes, music, and other such stimuli?
- Which of the following traits of a brand's ability to become a lovemark relates to drawing together stories, metaphors, dreams, and symbols?
- A supplier creates better information systems, and introduces bar coding, mixed pallets, and other methods of helping the consumer. The supplier is most likely to be differentiated on its ________.
- Suppliers who are better at handling emergencies, product recalls, and inquiries are most likely to be differentiated based on their ________.
- Suppliers who are dependable in their on-time delivery, order completeness, and order-cycle time are most likely to be differentiated based on ________.
- A company which can differentiate itself by designing a better and faster delivery system that provides more effective and efficient solutions to consumers is most likely using ________ differentiation.
- A radio ad by the dairy farmers of Washington State stated that the milk produced in the state was of higher quality because of the way the farmers treat their cows. They said that the difference comes from how comfortable they make their cows. Among others, this differentiation could certainly appeal to animal lovers and those moving toward organic products. This is an example of ________.
- Which of the following is an example of services differentiation?
- Which of the following is an example of image differentiation?
- Which of the following is an example of channel differentiation?
- Dayton, Ohio--based Iams found success selling premium pet food through regional veterinarians, breeders, and pet stores. This is an example of ________ differentiation.
- Which of the following types of differentiation refers to companies effectively designing their distribution medium's coverage, expertise, and performance to make buying the product easier and more enjoyable and rewarding?
- Singapore Airlines is well regarded in large part because of the excellence of its flight attendants. This is an example of ________ differentiation.
- Which of the following types of differentiation relates to companies having better-trained personnel who provide superior customer service?
- A ________ is one that a company can use as a springboard to new advantages.
- ______ is a company's ability to perform in one or more ways that competitors cannot or will not match.
- 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 ________.
- Ford Motor Co. invested more than $1 billion on a radical new 2004 model called the X-Trainer, which combined the attributes of an SUV, a minivan, and a station wagon. To communicate its unique position—and to avoid association with its Explorer and Country Squire models—the vehicle, eventually called Freestyle, was designated a "sports wagon". According to the given scenario, Ford Motor Co. conveyed their brand's category membership by ________.
- When Tommy Hilfiger was an unknown brand, advertising announced his membership as a great U.S. designer by associating him with Geoffrey Beene, Stanley Blacker, Calvin Klein, and Perry Ellis, who were recognized members of that category. Tommy Hilfiger conveyed the brand's category membership by ________.