Marketing Performance Tools and Application Exercises
7.1 Product Positioning: This marketing performance tool is used with Figure 7-3 in addressing items A and B
below.
A. Use the Strategy 1 column to create a product positioning strategy for a new fast-food restaurant,
Teriyaki Rice Bowl. The product will be healthier, meat or meatless, and cost the same as a large
hamburger and small fries.
B. Use the Strategy 2 column to create a product positioning strategy for Teriyaki Rice Bowl but for a
different target customer. Use the comments section to discuss which strategy is more likely to succeed
with respect to sales.
Teaching Note: Strategy 1 is for college students, recognizing their price sensitivity and their desire to
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Instructor’s Manual– Chapter 4 Publishing as Prentice Hall
Strategy 2 is for employed singles between 25 and 45. Positioning is around a quick lunch with a meal
7.2 Brand Name Development: This marketing performance tool is used with Figure 7-19 in addressing items A and
B below.
A. Modify the marketing performance tool for Ear Savrs and create three new brand names for
consideration.
B. For a new fast-food restaurant, Teriyaki Rice Bowl, use this marketing performance tool to create a
brand name. The product will be healthier, meat or meatless, and cost the same as a large hamburger
and small fries. Use the comments section to explain the logic of your brand name strategy.
Teaching Note: First, students delete the entries for the current example, as shown in the top table.
Then, as shown in the bottom table, students enter three sets of the first and second words. From these
Market-Based Management Copyright © 2012
Sixth Edition –40– Pearson Education, Inc.
Instructor’s Manual– Chapter 4 Publishing as Prentice Hall
7.3 Brand Equity: This marketing performance tool is used with Figures 7-21 to 7-23 in addressing items A through
C.
A. Estimate the brand assets and brand liabilities for a brand you believe to be strong.
B. Estimate the brand assets and brand liabilities for a brand you believe to be weak.
C. Compute the brand equity for each and discuss how a difference in brand equity could impact sales and
profits.
Teaching Notes
A. For the strong brand, I selected the Apple iPod. My estimates of brand assets and liabilities
may dier from students’ estimates, but they probably will be close. It is important to
remind students that
B. I chose ExxonMobil as
the weak brand, but
student’s personal
perceptions are likely to
C. The brand equity score
for the iPod is 70 based
on its brand assets score
The question of
pro tabil-ity is a good
one. Both the iPod and
Market-Based Management Copyright © 2012
Sixth Edition –41– Pearson Education, Inc.
Instructor’s Manual– Chapter 4 Publishing as Prentice Hall
Market-Based Management Copyright © 2012
Sixth Edition –42– Pearson Education, Inc.
Instructor’s Manual– Chapter 4 Publishing as Prentice Hall