1) rather than showing Philadelphia cream cheese on bagels, the company took the time to educate consumers on using their products in baking or cooking. Therefore, they were partitioning the market based on:
a) brand name
b) product category
2) Dove revolutionized advertising in the personal care space with its campaign for Real Beauty. The campaign allowed Dove to take a …………. position focusing on “real beauty” rather than “cosmetic beauty”
a) brand benefit
b) central
c) user
d) differential
c) end benefit
d) usage situation
3) Apple positions itself as user-friendly and gained an advantage over BlackBerry and all other cellphone manufacturers. Apple used positioning by:
a) brand name
b) end benefit
c) cultural symbols
d) product user
4) Taking into account salient attributes, when developing a brand position diagram, the marketer should also compare brands based on …………., such as overall satisfaction or social fulfillment.
a)previous purchase decisions
b) communication effectiveness
c) salient benefits to the consumer
d) personal needs assessment
5) HP is segmenting the laptop market into work vs home. They are segmenting based on:
a) end benefits
b) brand name
c) usage situation
d) type of product
6) Kris is the creative manager for an ad agency that has just taken on a hockey skate manufacture as a client. Before developing creative ideas, Kris researches hockey videos and online publications on the sport. Also, she talks to friends, family, and amateur athletes on the topic of hockey. Here activities are part of which stage of the creative process?
a) incubation
b) immersion
c) illumination
d) verification
7) Subaru Outback took a position when they showed viewers that life outdoors was better than sitting at home.
A) brand benefit
B) differential
C) user
D) central
8) When a customer sees the slogan “Buy this product, and you will get this amazing benefit,” this is an example of a product’s …….
a) jingle
b) copy platform
c) unique selling proposition
d) brand equity
9) Many customers believe that all banks are pretty much the same. However, in some cases, consumers switch banks many times over their lifetimes to find one that meets their financial goals. Therefore, Scotiabank repositioned itself based on providing enhanced brand loyalty with their customers, they devised the slogan “You’re richer than you think to differentiate themselves towards consumers from other banks. Overall, their goal is to connect with:
a) lobby groups
b) category non-users
c) those loyal to other brands
d) new home buyers
