Ch6/7

Question 1

Market positioning strategy

Answer 1

Identifies the decision of the market(s) in which the firm plans to compete and the specific elements of the marketing mix that are designed to fulfill the respective needs of the market(s)

Question 2

Market position

Answer 2

The reaction of the market to the firm’s marketing programs.

Question 3

Brand positioning strategy

Answer 3

Relates to the intended image of a product or brand relative to a competing brand for a given competitive space as defined by certain product Market or category characteristics.

Question 4

Salient beliefs

Answer 4

Beliefs concerning specific attributes or benefits that are activated and form the basis of an attitude.

Question 5

Brand positioning strategy options

Answer 5

Positioning by end benefits, by brand name, by usage situation, by product category

Question 6

Brand attitude model

Answer 6

Model guides which attributes and benefits to emphasize in advertising

Question 7

Informational motives vs. Transformational motives

Answer 7

Informational motives- has negatively based ( problem removal, problem avoidance, incomplete satisfaction, mixed approach-avoidance, normal depletion)

Transformational motives- improvement from neutral state. (sensory gratification, intellectual stimulation or Mastery, social approval)

Question 8

Brand repositioning strategy options

Answer 8

Market definition

Differential Advantage

Target audience

Salient motive / purchase motivation

Question 9

Young’s five stage approach

Answer 9

1. Immersion
2. digestion
3. incubation
4. illumination
5. verification

Question 10

Account planning

Answer 10

Conducting research and Gathering relevant information about a client’s product or service and the Target customer.

Question 11

Projective techniques

Answer 11

Efforts designed to gain insights into customers values, motives, attitudes, or needs that are difficult to express or identify by having them project these internal States on some external object.

Question 11

Projective techniques

Answer 11

Efforts designed to gain insights into customers values, motives, attitudes, or needs that are difficult to express or identify by having them project these internal States on some external object.

Question 12

Association test

Answer 12

A technique in which an individual is asked to respond with first things that come to mind when he or she is presented with a stimulus.

stimulus maybe a word, picture, ad and so on.

Question 13

Rational Appeals

Answer 13

Objective is to persuade target audience to buy brand because it is best available or does a better job of meeting needs.

Informative, deals with facts, learning and logic of persuasion

Question 14

Types of rational Appeals

Answer 14

Feature- focussed on dominant traits of products

Comparative - Make comparisons to other brands.

Price - makes price offer the dominant point

News - news or announcement about the product

Popularity - stresses the Brand’s popularity

Reminder - Build brand awareness and/or keep the brand name in front of the consumer.

Question 15

Emotional Appeals

Answer 15

Relate to the consumers social and/or psychological needs for purchasing a product or service.

Question 16

Emotional integration (type of emotional appeal)

Answer 16

The characters in the ad are portrayed as experiencing an emotional benefit from using the product or service.

Question 17

Teaser advertising

Answer 17

Combines rational and emotional Appeals