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Question 1

Segmentation provides a means of:

a) measuring and hence building an understanding of the market and thereby facilitating the positioning of a consumer group and the subsequent targeting of the retailer with respect to the competition.

b) measuring and hence building an understanding of the market and thereby facilitating the targeting of a consumer group and the subsequent positioning of the retailer with respect to the competition.

c) measuring and hence building an understanding of the market and thereby facilitating the targeting of a consumer group and the subsequent positioning of the retailer with respect to the competition.

d) estimating and hence building an understanding of the market and thereby facilitating the targeting of a consumer group and the subsequent positioning of the retailer with respect to the competition.

Question 2

Kotler (1988: 308) defines positioning as:

a) the act of designing the company's image and value offer so that the segment's customers understand and appreciate what competitors represent in relation to each other.

b) the act of changing the company's image and value offer so that certain customers understand and appreciate what the company stands for in relation to its competitors.

c) the act of designing the company's image and value offer so that the segment's customers understand and appreciate what the company stands for in relation to its competitors.

d) the act of image building on the basis of the chief executive's understanding and belief in what the company stands for in relation to its competitors.

Question 3

The criteria of Davies (1992) for retail brand status are well established as a benchmark. The retail brand must:

a) be differentiated within the competitive environment; have an image of quality that commands a price premium; never have a separate existence to the corporation that would facilitate licensing; provide a symbolic value to the customer.

b) be differentiated within the competitive environment; have an image of quality that commands a price premium; have a separate existence to the corporation that would facilitate licensing; provide a symbolic value to the customer.

c) be undifferentiated within the competitive environment; have an image of quality that commands a price premium; have a separate existence to the corporation that would facilitate licensing; provide a symbolic value to the customer.

d) be differentiated within the company's merchandise range; have an image of quality that commands a price premium; have a separate existence to the corporation that would facilitate licensing; provide a symbolic value to the customer.

Question 4

Bridson and Evans (2004) suggest that when building brands fashion retailers can particularly benefit from focusing on four key advantages:

a) Merchandise advantage; customer service advantage; customer communication advantage; location advantage.

b) Merchandise advantage; price advantage; customer communication advantage; trading format advantage.

c) Merchandise advantage; customer service advantage; customer communication advantage; trading format advantage.

d) Location advantage; customer service advantage; customer communication advantage; trading format advantage.

Question 5

Balmer and Greyser (2006) outline corporate branding with reference to six 'C's:

a) Character, culture, communication, commonalities, constituencies, and covenants.

b) Character, culture, communication, conceptualizations, constituencies, and covenants.

c) Character, corporate, communication, conceptualizations, constituencies, and covenants.

d) Charisma, culture, communication, conceptualizations, constituencies, and covenants.

Oxford University Press, Online Resource Centre, Chapter 13.

Chapter 13

Instructions

Question 1

Question 2

Question 3

Question 4

Question 5