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The _______________ is a way to identify competitors, market niches, and consumers with special needs in order for a new brand to succeed.
The __________________ both enables and constrains the positioning decisions about the name, logo, and brand communication.
When selecting a ______________________ company's look at the specific product features against different consumer attributes.
_______________ has become the new word- of- mouth creating buzz about the product and allowing consumers to decided weather or not to purchase the product.
The ________________________ is based on all associations between the brand, and the cognitive and affective elements in the consumers' minds.
When creating a brand position, brands look at _______________________ that have similar positioning to determine their salient attributes.
A brand positioning supports a clear and compelling ______________________ that provides consumers a unique value over competing products.
The aim of brand positioning is to establish a unique ______________ and _____________ in the consumer's mind.
The _____________________ are the aspects of the product in which the consumer judges the product.
The positioning statement is based on the company's _____________________, and is a tool to help keep everyone in the organization on the same page.
When looking at the positioning map most attributes fall in __________ attributes.
In the three -step flow of communication __________________ goes through several intermediaries and recycles back in real time increasing the speed in which information flows.
A _______________________ aims to communicate the essentials of the brand, and is used internally when making marketing decisions.
A _____________________ graphs the mental map of consumers' perception of the brand's attributes compared to the competitors.
If Ford enters the market with the first hybrid car it will be a ______________________ for competing brands.
When selecting the ______________________ the brand must focus on not simply creating awareness, but deliberate efforts to create favorable associations.
In communicating the message the POD and POP should be communicated through ______________________ media where the message can be controlled.
One of the benefits of _______________________ in communicating a messages is there are many more touch points where the brand can meet the consumer in real time.
A brand positioning should support a clear and compelling _________________ for consumers in the target market.
Starbucks posting the latest music, or explaining how to grow coffee beans is an example of _______________ in the social media world.
What determines the position statement is ultimately how consumers perceive the brand.
The brand positioning attributes should include both nonfunctional and irrelevant characteristics.
A good position statement emphasizes attributes where the brand has relative advantages and weaknesses.
Brand positioning can be used to spot new empty niches where competitors are non-existent and irrelevant.
The product space that a particular product selects is critical to determine if the product will be competitive or not.
Each individual person has his or her own perception of a particular brand.
Slogans are for internal marketing to use when making marketing decisions.
When a new product enters the product category the perceptual map changes.
Describe the three major factors to consider when selecting a brand's target position.
Describe what type of information a company can gain from a positioning map.
In creating a new cereal brand, describe the difference between the brand identity and the brand image