MKTG 524 EXAM 2026 SCRIPT
COMPREHENSIVE ANSWERS VERIFIED
EXCELLENCE
◉ successful brands positioned the purchasing of their products as
the resolution to external, internal, and philosophical problems:
Answer: TESLA
Villain: Gas guzzling, inferior technology
External: I need a car.
Internal: I want to be an early adopter of new technology.
Philosophical: My choice of car ought to help save the environment.
NESPRESSO HOME COFFEE MACHINES:
Villain: Coffee machines that make bad coffee
External: I want better-tasting coffee at home.
"Internal: I want my home coffee machine to make me feel
sophisticated.
Philosophical: I shouldn't have to be a barista to make a gourmet
coffee at home.
EDWARD JONES FINANCIAL PLANNING:
Villain: Financial firms that don't listen to their customers
, External: I need investment help.
Internal: I'm confused about how to do this (especially with all the
tech-driven resources out there).
Philosophical: If I'm going to invest my money, I deserve an advisor
who will thoughtfully explain things in person.
◉ 3) and meets a guide
Answer: position the brand as the guide
the guide has the most authority and only plays a role. Story must
always be focused on the hero.
two characteristics for a brand to be a guide: expressing empathy &
demonstrating authority
◉ 4) who gives them a plan
Answer: simple plan to create the path of hope
Process plan (alleviate confusion)
& agreement plan (alleviate fears)
◉ Process plan
COMPREHENSIVE ANSWERS VERIFIED
EXCELLENCE
◉ successful brands positioned the purchasing of their products as
the resolution to external, internal, and philosophical problems:
Answer: TESLA
Villain: Gas guzzling, inferior technology
External: I need a car.
Internal: I want to be an early adopter of new technology.
Philosophical: My choice of car ought to help save the environment.
NESPRESSO HOME COFFEE MACHINES:
Villain: Coffee machines that make bad coffee
External: I want better-tasting coffee at home.
"Internal: I want my home coffee machine to make me feel
sophisticated.
Philosophical: I shouldn't have to be a barista to make a gourmet
coffee at home.
EDWARD JONES FINANCIAL PLANNING:
Villain: Financial firms that don't listen to their customers
, External: I need investment help.
Internal: I'm confused about how to do this (especially with all the
tech-driven resources out there).
Philosophical: If I'm going to invest my money, I deserve an advisor
who will thoughtfully explain things in person.
◉ 3) and meets a guide
Answer: position the brand as the guide
the guide has the most authority and only plays a role. Story must
always be focused on the hero.
two characteristics for a brand to be a guide: expressing empathy &
demonstrating authority
◉ 4) who gives them a plan
Answer: simple plan to create the path of hope
Process plan (alleviate confusion)
& agreement plan (alleviate fears)
◉ Process plan
