Chapter 11—Energizing the Business
11.1
All of the following are examples of ways to stimulate basic business except:
a. Expand buyer base
b. Expand the loyal customer base
c. Improve customer experience
d. Eliminate inefficiencies
e. Develop home-run marketing programs
11.2
According to the book methods for increasing product usage include motivating heavy users to use more,
making the use easier, providing incentives, remove or reduce reasons not to buy, provide reminder
communications, reduce undesirable consequences of frequent use, and finding new uses.
11.3
Differentiation is increasingly difficult to create and maintain as competitors proliferate products and quickly
copy advances.
11.4
A branded differentiator is an actively managed branded feature, ingredient or technology, service or
program that creates a meaningful, impactful sustainable competitive advantage for a branded offering over
an extended period of time.
11.5
A branded energizer is defined in the book as a branded product or sponsorship that by association
significantly enhances and energizes a target brand.
11.6
Branded energizers are defined to be part of the master brand offering, but do not promise any functional
benefits.
11.7
According to the book, celebrity endorsers should have five qualities—an appealing image, on-brand
associations, the potential for a long-term relationship, a large following, and the absence of a negative
reputation.
11.8
The four ways to grow a business are to go global, to energize the business, and to __________ and
11.9
One of the creative thinking methods suggested in the chapter is to get a lot of options on the table.
11.10
A business can be energized by getting the brand to have a retail presence.
11.11
A branded differentiator should add differentiation, communication benefits and _____________ to the
11.12
A branded energizer should add energy, personality, and credibility to the master brand.
11.13
Existing product markets are often attractive growth avenues because a firm has a base on which to build
and momentum that can be exploited
11.14
The book indicated that the Ford Explorer Eddie Bauer Edition has sold 100,000 vehicles since it was first
introduced.