Chapter 07 – Differentiation and Brand Positioning
End of Chapter Discussion Questions and Answers
1. Given the challenges inherent in repositioning a fast-food chain, how would you further
update the Subway product line and advertising campaign in light of current macro
trends?
Answer:
Student answers may vary. Answers should include elements such as:
2. What is meant by a determinant attribute for a given product? Explain why the
identification of such attributes is so important. What would be an example of a
determinant attribute for each of the following products and services?
a. A cruise line
b. A laptop computer
c. French wine
d. Women’s sportswear
e. A hospital
f. A liberal arts college
g. A tractor
Answer:
Student answers may vary. Answers should include elements such as:
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© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any
manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Chapter 07 – Differentiation and Brand Positioning
Determinant product attributes are important to customers in a given target market. They
comprise the set of attributes that define the “product space” in which positions of current
offerings are located. Consumers use them to evaluate the relative merit of each offering.
a. A cruise line—comfort and excitement
b. A laptop computer—capabilities or ease of use
3. Should positioning be based on product features or benefits? Why? Under what
circumstances should features be the focus of an advertising campaign?
Answer:
Student answers may vary. Answers should include elements such as:
4. In terms of positioning strategy, what is the rationale for the fact that Nabisco offers
many different brands within the cracker category, each of which is perceived as being
only slightly different from the others? What are the advantages and limitations of
such a strategy?
Answer:
Student answers may vary. Answers should include elements such as:
A positioning grid can aid in planning product differentiation. The extensive product line
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© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any
manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Chapter 07 – Differentiation and Brand Positioning
The disadvantages are that the dense continuum of alternatives may not offer a particular
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© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any
manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.