What is the following an example of? "To busy, mobile professionals who need to always be in the loop, BlackBerry is a wireless connectivity solution that gives you an easier, more reliable way to stay connected to data, people, and resources while on the go."

61) A company or market offer can be differentiated along the lines of product, image, services, channels, or ________.

A) labeling

B) packaging

C) people

D) customer service

E) reputation

Answer:  C

Diff: 2        Page Ref: 211

Skill:  Concept

Objective:  7-4

62) Which type of differentiation is used to gain competitive advantage through the way a firm designs its distribution coverage, expertise, and performance?

A) services differentiation

B) channel differentiation

C) people differentiation

D) product differentiation

E) price differentiation

Answer:  B

Diff: 2        Page Ref: 211

Skill:  Concept

Objective:  7-4

63) When firms use symbols, colors, or characters to convey their personalities, they are using ________ differentiation.

A) image

B) people

C) company

D) reputation

E) subliminal

Answer:  A

Diff: 2        Page Ref: 211

AACSB:  Communication Abilities

Skill:  Concept

Objective:  7-4

64) Ad man Rosser Reeves believes that firms should develop a USP for each brand and stick to it. What does USP stand for?

A) unique selling product

B) unique services practice

C) unique sales pitch

D) unique selling proposition

E) unique strategic practice

Answer:  D

Diff: 3        Page Ref: 212

AACSB:  Communication Abilities

Skill:  Concept

Objective:  7-4

65) A brand difference is worth establishing and promoting to the extent that it satisfies all of the criteria below EXCEPT which one?

A) important

B) distinctive

C) divisible

D) affordable

E) noticeable

Answer:  C

Diff: 3        Page Ref: 212

Skill:  Concept

Objective:  7-4

66) You have just created the "perfect" ad. It communicates the full mix of benefits upon which the brand is differentiated and positioned. This full positioning of the brand is called ________.

A) its value proposition

B) target marketing

C) capturing the consumers' attention

D) value profiling

E) differentiated marketing

Answer:  A

Diff: 2        Page Ref: 212

AACSB:  Communication Abilities

Skill:  Concept

Objective:  7-4

67) The answer to the customer's question "Why should I buy your brand?" is found in the ________.

A) quality image

B) customer services

C) value proposition

D) differentiation

E) pricing and promotion structure

Answer:  C

Diff: 2        Page Ref: 212-213

Skill:  Concept

Objective:  7-4

68) What competitive positioning can attack a more-for-more strategy by introducing a brand offering with comparable quality at a lower price?

A) more-for-the-same

B) more-for-less

C) same-for-less

D) less-for-much-less

E) all-or-nothing

Answer:  A

Diff: 3        Page Ref: 213

Skill:  Concept

Objective:  7-4

69) Which positioning strategy offers consumers a "good deal" by offering equivalent-quality products or services at a lower price?

A) more-for-the-same

B) more-for-less

C) same-for-less

D) less-for-much-less

E) all-or-nothing

Answer:  C

Diff: 2        Page Ref: 214

Skill:  Concept

Objective:  7-4

70) "Less-for-much-less" positioning involves meeting consumers' ________.

A) quality performance requirements at a lower price

B) lower quality requirements in exchange for a lower price

C) lower quality requirements at the lowest possible price

D) high quality requirements at a discounted rate

E) high quality requirements at the lower possible price

Answer:  B

Diff: 2        Page Ref: 214

Skill:  Concept

Objective:  7-4

71) Few people can afford the best in everything they buy. At times everyone needs a product with less quality or performance with a correspondingly lower price. In this case a consumer would purchase a product positioned with a ________ strategy.

A) more-for-the-same

B) more-for-less

C) same-for-less

D) less-for-much-less

E) all-or-nothing

Answer:  D

Diff: 2        Page Ref: 214

Skill:  Concept

Objective:  7-4

72) Which difficult-to-sustain positioning strategy attempts to deliver the "best-of-both"?

A) more-for-the-same

B) more-for-less

C) same-for-less

D) less-for-much-less

E) more-for-more

Answer:  B

Diff: 2        Page Ref: 214

Skill:  Concept

Objective:  7-4

73) When it first opened for business, Home Depot claimed to offer better products at lower prices. This hard-to-sustain value proposition is called ________.

A) more-for-the-same

B) more-for-less

C) more-for-more

D) same-for-less

E) same-for-more

Answer:  B

Diff: 2        Page Ref: 214

Skill:  Concept

Objective:  7-4

74) Which type of statement first indicates the product's membership in a category and then shows its point-of-difference from other members of the category?

A) mission statement

B) vision statement

C) differentiation statement

D) positioning statement

E) statement of intent

Answer:  D

Diff: 2        Page Ref: 215

Skill:  Concept

Objective:  7-4

75) What is the following an example of? "To busy, mobile professionals who need to always be in the loop, BlackBerry is a wireless connectivity solution that gives you an easier, more reliable way to stay connected to data, people, and resources while on the go."

A) positioning statement

B) service differentiation

C) concentrated segmentation

D) competitive advantage

E) irresponsible target marketing

Answer:  A

Diff: 2        Page Ref: 215

Skill:  Concept

Objective:  7-4