Question 1

The product strategy during the maturity stage of the product life cycle should be to build more intensive distribution.

Accepted Answer

A) True 
 B)False

Question 2

Sally Sim is an up-and-coming marketing manager for a large department store chain. Ms. Sim has distinguished herself with bold strategies such as launching attacks on her primary competitor from several fronts, including advertising, new store openings, and new distributor alliances. Which of the following market challenger attack strategies is Ms. Sim using to attack her competition?

Accepted Answer

A)  frontal attack 
B)  bypass attack 
C)  guerrilla attack 
D)  flank attack 
E)  encirclement attack 
A)  frontal attack 
B)  bypass attack 
C)  guerrilla attack 
D)  flank attack 
E)  encirclement attack

Question 3

After a couple of years of successful business, an experimental theatre company based in Japan is unable to sell tickets for its theatre shows. They have been using profits from previous shows to run the business. The company is in the ________ phase of its life cycle.

Accepted Answer

A)  maturity 
B)  obsolescence 
C)  introduction 
D)  growth 
E)  decline 
A)  maturity 
B)  obsolescence 
C)  introduction 
D)  growth 
E)  decline

Question 4

An alternate way to increase sales volume is to increase the usage rate among users. This can be done by ________.

Accepted Answer

A)  converting nonusers 
B)  having consumers use less of the product on each occasion 
C)  having consumers use the product on more occasions 
D)  attracting competitors' customers 
E)  entering new market segments 
A)  converting nonusers 
B)  having consumers use less of the product on each occasion 
C)  having consumers use the product on more occasions 
D)  attracting competitors' customers 
E)  entering new market segments

Question 5

Your marketing manager has asked you to develop a new customer strategy for your company. Additionally, you have been asked to develop, specifically, a market-penetration strategy to assist in gaining new customers. Describe a market-penetration strategy in this context.

Accepted Answer

The market-penetration strateg

Question 6

An alternate way to increase sales volume is to increase the usage rates among users by having consumers use the product in new ways.

Accepted Answer

A) True 
 B)False

Question 7

A job-shop specialist ________.

Accepted Answer

A)  sells only in a certain locality, region, or area of the world 
B)  customizes its products for individual customers 
C)  operates at the low- or high-quality ends of the market 
D)  offers one or more services not available from other firms 
E)  specializes in serving only one channel of distribution 
A)  sells only in a certain locality, region, or area of the world 
B)  customizes its products for individual customers 
C)  operates at the low- or high-quality ends of the market 
D)  offers one or more services not available from other firms 
E)  specializes in serving only one channel of distribution

Question 8

What is counteroffensive defense? Explain with an example.

Accepted Answer

In a counteroffensive, the market leader

Question 9

In tough times, consumers may change what they want and can afford, where and how they shop, even what they want to see and hear from a firm.

Accepted Answer

A) True 
 B)False

Question 10

In counteroffensive marketing, the market leader can meet the attacker frontally and hit its flank, or launch a pincer movement so that it is forced to pull back to defend itself.

Accepted Answer

A) True 
 B)False

Question 11

Which of the following strategies should be adopted by marketers during a recession?

Accepted Answer

A)  increase investment on marketing existing products 
B)  focus on expanding the customer base and not on the retention of existing customers 
C)  focus primarily on price reductions and discounts 
D)  concentrate on communicating the brand value and product quality to consumers 
E)  stick to the budget allocations adopted during the preceding years 
A)  increase investment on marketing existing products 
B)  focus on expanding the customer base and not on the retention of existing customers 
C)  focus primarily on price reductions and discounts 
D)  concentrate on communicating the brand value and product quality to consumers 
E)  stick to the budget allocations adopted during the preceding years

Question 12

The growth stage of a product's life cycle is a period of rapid market acceptance and substantial profit improvement.

Accepted Answer

A) True 
 B)False

Question 13

What is a guerilla attack?

Accepted Answer

Guerrilla attacks consist of small, inte

Question 14

As a(n) ________, BurgerJacks, a fast food chain selling low-price burgers, has differentiated on location by setting up base in the Middle East, a market which the current leader of the industry McDonalds has yet not exploited.

Accepted Answer

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

Question 15

Market challengers are companies that attack the leader and other competitors in an aggressive bid for further market share.

Accepted Answer

A) True 
 B)False

Question 16

Aron, a company manufacturing snack food and soft drinks, replicates its product taste and packaging from Lay's, a market leader in snack food industry. Later, it sells these imitated products on the black market. This is an example of ________.

Accepted Answer

A)  cloning 
B)  imitating 
C)  counterfeiting 
D)  adapting 
E)  innovating 
A)  cloning 
B)  imitating 
C)  counterfeiting 
D)  adapting 
E)  innovating

Question 17

The ________ can be used when the challenger spots areas where the opponent is underperforming.

Accepted Answer

A)  encirclement attack 
B)  frontal attack 
C)  flank-geographic attack 
D)  backwards-flank attack 
E)  guerilla attack 
A)  encirclement attack 
B)  frontal attack 
C)  flank-geographic attack 
D)  backwards-flank attack 
E)  guerilla attack

Question 18

When a firm looks for new users in groups that might use the product but do not, the firm is using the ________ strategy.

Accepted Answer

A)  new-market segment 
B)  market-penetration 
C)  geographical-expansion 
D)  product development 
E)  diversification 
A)  new-market segment 
B)  market-penetration 
C)  geographical-expansion 
D)  product development 
E)  diversification

Question 19

A dance school in Singapore teaches professional hip-hop and salsa. It is experiencing an increase in student admissions, which is leading to substantial improvement in profits. The school is going through the ________ phase of its life cycle.

Accepted Answer

A)  decline 
B)  stagnancy 
C)  growth 
D)  introduction 
E)  maturity 
A)  decline 
B)  stagnancy 
C)  growth 
D)  introduction 
E)  maturity

Question 20

The ________ copies some things from the leader but differentiates on packaging, advertising, pricing, or location.

Accepted Answer

A)  innovate 
B)  adapt 
C)  cloner 
D)  imitator 
E)  counterfeiter 
A)  innovate 
B)  adapt 
C)  cloner 
D)  imitator 
E)  counterfeiter

Exam 11: Competitive Dynamics

The product strategy during the maturity stage of the product life cycle should be to build more intensive distribution.

After a couple of years of successful business, an experimental theatre company based in Japan is unable to sell tickets for its theatre shows. They have been using profits from previous shows to run the business. The company is in the ________ phase of its life cycle.

An alternate way to increase sales volume is to increase the usage rate among users. This can be done by ________.

Your marketing manager has asked you to develop a new customer strategy for your company. Additionally, you have been asked to develop, specifically, a market-penetration strategy to assist in gaining new customers. Describe a market-penetration strategy in this context.

An alternate way to increase sales volume is to increase the usage rates among users by having consumers use the product in new ways.

A job-shop specialist ________.

What is counteroffensive defense? Explain with an example.

In tough times, consumers may change what they want and can afford, where and how they shop, even what they want to see and hear from a firm.

In counteroffensive marketing, the market leader can meet the attacker frontally and hit its flank, or launch a pincer movement so that it is forced to pull back to defend itself.

Which of the following strategies should be adopted by marketers during a recession?

The growth stage of a product's life cycle is a period of rapid market acceptance and substantial profit improvement.

What is a guerilla attack?

As a(n) ________, BurgerJacks, a fast food chain selling low-price burgers, has differentiated on location by setting up base in the Middle East, a market which the current leader of the industry McDonalds has yet not exploited.

Market challengers are companies that attack the leader and other competitors in an aggressive bid for further market share.

Aron, a company manufacturing snack food and soft drinks, replicates its product taste and packaging from Lay's, a market leader in snack food industry. Later, it sells these imitated products on the black market. This is an example of ________.

The ________ can be used when the challenger spots areas where the opponent is underperforming.

When a firm looks for new users in groups that might use the product but do not, the firm is using the ________ strategy.

A dance school in Singapore teaches professional hip-hop and salsa. It is experiencing an increase in student admissions, which is leading to substantial improvement in profits. The school is going through the ________ phase of its life cycle.

The ________ copies some things from the leader but differentiates on packaging, advertising, pricing, or location.

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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