Question 1

Who is a market-nicher?

Accepted Answer

An alternative to being a follower in a

Question 2

Market broadening and market diversification are likely tactics employed in ________ strategies.

Accepted Answer

A)  position defense 
B)  flank defense 
C)  preemptive defense 
D)  counteroffensive defense 
E)  mobile defense 
A)  position defense 
B)  flank defense 
C)  preemptive defense 
D)  counteroffensive defense 
E)  mobile defense

Question 3

The market leader should look for new customers or more usage from existing customers.

Accepted Answer

A) True 
 B)False

Question 4

A(n) ________ is another name for identifying shifts in market segments that are causing gaps to develop, then rushing in to fill the gaps and developing them into strong segments.

Accepted Answer

A)  frontal attack strategy 
B)  flanking strategy 
C)  encircling strategy 
D)  counteroffensive strategy 
E)  bypass strategy 
A)  frontal attack strategy 
B)  flanking strategy 
C)  encircling strategy 
D)  counteroffensive strategy 
E)  bypass strategy

Question 5

An inventor is the first to develop a working model while a product pioneer is the first to develop patents in a new-product category.

Accepted Answer

A) True 
 B)False

Question 6

Which are the three ways to change the course for a brand?

Accepted Answer

Three ways to change the course for a br

Question 7

The ________ has the largest market share and usually shows the way to other firms in price changes, new-product introductions, distribution coverage, and promotional intensity.

Accepted Answer

A)  market challenger 
B)  market entrant 
C)  market follower 
D)  market nicher 
E)  market leader 
A)  market challenger 
B)  market entrant 
C)  market follower 
D)  market nicher 
E)  market leader

Question 8

How can a firm choose a specific attack?

Accepted Answer

Any aspect of the marketing program can

Question 9

In a ________ defense strategy, the market leader can meet the attacker frontally and hit its flank, or launch a pincer movement so that it's forced to pull back to defend itself.

Accepted Answer

A)  position 
B)  counteroffensive 
C)  preemptive 
D)  contraction 
E)  flank 
A)  position 
B)  counteroffensive 
C)  preemptive 
D)  contraction 
E)  flank

Question 10

As a market-follower strategy, an adapter takes the leader's products and adapts or improves them.

Accepted Answer

A) True 
 B)False

Question 11

________ is an aggressive maneuver where the firm attacks first, perhaps with guerrilla action across the market and keeping everyone off balance.

Accepted Answer

A)  Position defense 
B)  Flank defense 
C)  Contraction defense 
D)  Preemptive defense 
E)  Lateral defense 
A)  Position defense 
B)  Flank defense 
C)  Contraction defense 
D)  Preemptive defense 
E)  Lateral defense

Question 12

A fashion is a basic and distinctive mode of expression appearing in a field of human endeavor.

Accepted Answer

A) True 
 B)False

Question 13

In a pure ________ attack, the attacker matches its opponent's product, advertising, price, and distribution.

Accepted Answer

A)  guerilla 
B)  bypass 
C)  encirclement 
D)  frontal 
E)  flank 
A)  guerilla 
B)  bypass 
C)  encirclement 
D)  frontal 
E)  flank

Question 14

When large companies can no longer defend all their territory, they launch a ________ defense where they give up weaker markets and reassign resources to stronger ones.

Accepted Answer

A)  contraction 
B)  preemptive 
C)  flank 
D)  mobile 
E)  position 
A)  contraction 
B)  preemptive 
C)  flank 
D)  mobile 
E)  position

Question 15

Theodore Levitt argues that ________.

Accepted Answer

A)  imitation is wrong and should be punished 
B)  product imitation might be as profitable as product innovation 
C)  innovation is not possible without substantial imitation 
D)  innovation cannot begin unless dissatisfaction with imitation occurs 
E)  imitation should be against the law because of the intellectual property decision involved 
A)  imitation is wrong and should be punished 
B)  product imitation might be as profitable as product innovation 
C)  innovation is not possible without substantial imitation 
D)  innovation cannot begin unless dissatisfaction with imitation occurs 
E)  imitation should be against the law because of the intellectual property decision involved

Question 16

As a market follower strategy, the ________ duplicates the leader's product and packages and sells it on the black market or through disreputable dealers.

Accepted Answer

A)  innovator 
B)  cloner 
C)  imitator 
D)  adapter 
E)  counterfeiter 
A)  innovator 
B)  cloner 
C)  imitator 
D)  adapter 
E)  counterfeiter

Question 17

When the total market expands, the dominant firm usually gains the most.

Accepted Answer

A) True 
 B)False

Question 18

An alternate way to increase sales volume is to increase the usage rates among users by entering new market segments.

Accepted Answer

A) True 
 B)False

Question 19

Encirclement attempts to capture a wide slice of territory by launching a grand offensive on several fronts.

Accepted Answer

A) True 
 B)False

Question 20

Assume that you are the marketing manager of a firm that manufactures athletic shoes. How will you launch an encirclement attack on your competitor?

Accepted Answer

To launch an encirclement attack on our

Exam 11: Competitive Dynamics

Who is a market-nicher?

Market broadening and market diversification are likely tactics employed in ________ strategies.

The market leader should look for new customers or more usage from existing customers.

A(n) ________ is another name for identifying shifts in market segments that are causing gaps to develop, then rushing in to fill the gaps and developing them into strong segments.

An inventor is the first to develop a working model while a product pioneer is the first to develop patents in a new-product category.

Which are the three ways to change the course for a brand?

The ________ has the largest market share and usually shows the way to other firms in price changes, new-product introductions, distribution coverage, and promotional intensity.

How can a firm choose a specific attack?

In a ________ defense strategy, the market leader can meet the attacker frontally and hit its flank, or launch a pincer movement so that it's forced to pull back to defend itself.

As a market-follower strategy, an adapter takes the leader's products and adapts or improves them.

________ is an aggressive maneuver where the firm attacks first, perhaps with guerrilla action across the market and keeping everyone off balance.

A fashion is a basic and distinctive mode of expression appearing in a field of human endeavor.

In a pure ________ attack, the attacker matches its opponent's product, advertising, price, and distribution.

When large companies can no longer defend all their territory, they launch a ________ defense where they give up weaker markets and reassign resources to stronger ones.

Theodore Levitt argues that ________.

As a market follower strategy, the ________ duplicates the leader's product and packages and sells it on the black market or through disreputable dealers.

When the total market expands, the dominant firm usually gains the most.

An alternate way to increase sales volume is to increase the usage rates among users by entering new market segments.

Encirclement attempts to capture a wide slice of territory by launching a grand offensive on several fronts.

Assume that you are the marketing manager of a firm that manufactures athletic shoes. How will you launch an encirclement attack on your competitor?

Defining Marketing for the 21st Century

Developing Marketing Strategies and Plans

Gathering Information and Scanning the Environment

Conducting Marketing Research and Forecasting Demand

Creating Customer Value, Satisfaction, and Loyalty

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Creating Brand Equity

Crafting the Brand Positioning

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Marketing Channels and Value Networks

Managing Retailing, Wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications: Advertising, Sales Promotions, Events, and Public Relations

Managing Personal Communications: Direct Marketing and Personal Selling

Introducing New Market Offerings

Tapping Into Global Markets

Managing a Holistic Marketing Organization for the Long Run

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