Diane Marie Badame

Indra Reinbergs recommended you as a writer who has worked on Core Curriculum materials for Harvard Business Publishing (HBP). To complement our readings in Marketing, we are currently developing an online “test bank” of questions that faculty can use to create quizzes and tests based on Core Curriculum materials.

We need experienced writers to develop these questions for us and hope that you will consider this opportunity. If you are interested, we would ask that you provide a total of 30-35 questions for each reading based on our specific guidelines (attached), which reflect the functionality of our online platform. You may adapt or reuse the 5-10 existing Review Questions developed with the Teaching Note. Approximately 25 of the Test Bank questions should be in a short true/false or multiple choice format that can be automatically graded by an online computer platform. The language of these questions should reflect the comprehension level of undergraduate students in business programs. The remaining questions should be slightly longer short answer (open-ended), directed at a first-year (required course) MBA student level (application of concepts and frameworks).

John T. Gourville is first author and I developed all 35 test bank questions with answers accepted in December 2015.

Indra Reinbergs recommended you as a writer who has worked on Core Curriculum materials for Harvard Business Publishing (HBP). To complement our readings in Marketing, we are currently developing an online “test bank” of questions that faculty can use to create quizzes and tests based on Core Curriculum materials.

We need experienced writers to develop these questions for us and hope that you will consider this opportunity. If you are interested, we would ask that you provide a total of 30-35 questions for each reading based on our specific guidelines (attached), which reflect the functionality of our online platform. You may adapt or reuse the 5-10 existing Review Questions developed with the Teaching Note. Approximately 25 of the Test Bank questions should be in a short true/false or multiple choice format that can be automatically graded by an online computer platform. The language of these questions should reflect the comprehension level of undergraduate students in business programs. The remaining questions should be slightly longer short answer (open-ended), directed at a first-year (required course) MBA student level (application of concepts and frameworks).

Sunil Gupta is first author and I developed all 35 test bank questions with answers accepted in December 2015.

Indra Reinbergs recommended you as a writer who has worked on Core Curriculum materials for Harvard Business Publishing (HBP). To complement our readings in Marketing, we are currently developing an online “test bank” of questions that faculty can use to create quizzes and tests based on Core Curriculum materials.

We need experienced writers to develop these questions for us and hope that you will consider this opportunity. If you are interested, we would ask that you provide a total of 30-35 questions for each reading based on our specific guidelines (attached), which reflect the functionality of our online platform. You may adapt or reuse the 5-10 existing Review Questions developed with the Teaching Note. Approximately 25 of the Test Bank questions should be in a short true/false or multiple choice format that can be automatically graded by an online computer platform. The language of these questions should reflect the comprehension level of undergraduate students in business programs. The remaining questions should be slightly longer short answer (open-ended), directed at a first-year (required course) MBA student level (application of concepts and frameworks).

Robert J. Dolan and John T. Gourville is first author and I developed all 35 test bank questions with answers accepted in December 2015.

Indra Reinbergs recommended you as a writer who has worked on Core Curriculum materials for Harvard Business Publishing (HBP). To complement our readings in Marketing, we are currently developing an online “test bank” of questions that faculty can use to create quizzes and tests based on Core Curriculum materials.

We need experienced writers to develop these questions for us and hope that you will consider this opportunity. If you are interested, we would ask that you provide a total of 30-35 questions for each reading based on our specific guidelines (attached), which reflect the functionality of our online platform. You may adapt or reuse the 5-10 existing Review Questions developed with the Teaching Note. Approximately 25 of the Test Bank questions should be in a short true/false or multiple choice format that can be automatically graded by an online computer platform. The language of these questions should reflect the comprehension level of undergraduate students in business programs. The remaining questions should be slightly longer short answer (open-ended), directed at a first-year (required course) MBA student level (application of concepts and frameworks).

Jill J. Avery and Sunil Gupta are first authors and I developed all 35 test bank questions with answers accepted in December 2015.

Core Curriculum Readings in Marketing cover the fundamental concepts, theories, and frameworks that business students must study.

This Reading addresses the principles of brand positioning and demonstrates how companies can strategically craft powerful, resonant, and unique brand positions to help products stand out amidst the cacophony of the marketplace. Strategic brand positioning provides consumers with the answer to the all-important question, "Why should I buy?" The Reading discusses how to craft a brand's value proposition for competitive advantage, through analysis and synthesis of consumer, company, and competitive factors. It highlights the types of brand positions that companies can stake out in the minds of consumers, providing insight into the many creative ways brands can be differentiated from one another. It provides guidance for defending a market position through illumination of the competitive dynamics of brand positioning. Finally, it presents the challenges associated with repositioning brands and the tension that exists between maintaining consistency in a brand's meaning and adjusting to changing consumer preferences.

This Reading features an Interactive Illustration that demonstrates a technique for visualizing consumers' mental landscapes: "Perceptual Map of Watch Brands." It also contains links to 3 video clips: "Hiring Milkshakes for Breakfast," which describes how consumers "hire" a product or service to meet a specific need, and 2 TV commercials: "1984," for the Apple Macintosh computer, and "No Cages," for the Harley-Davidson "Build Your Freedom" custom motorcycle program. All Core Curriculum Readings include a Teaching Note, Review Questions, and exhibit slides.

I was co-author with Jill J. Avery and Sunil Gupta.

This includes the Teaching Note and Review Questions for Core Curriculum Reading.