Exam 11: Competitive Dynamics

To satisfy customers, a(n) ________ marketer finds a stated need and fills it.

The defensive marketing strategy wherein a stream of new products are introduced by a firm and are announced in advance are referred to as ________ defense.

In ________, the market leader stretches its domain over new territories that can serve as future centers for defense and offense.

Which of the following is the most constructive response a market leader can make when defending its market share?

For a market challenger, attacking ________ is a high risk but potentially high payoff strategy, which also allows it to distance itself from other challengers.

An alternate way to increase sales volume is to expand the number of users by converting nonusers.

Oliver, a company that produces different types of olive oil, launched a promotional campaign focusing on the alternative uses of olive oil. What strategy is the company implementing to expand its total market demand?

Who are the ideal opponents of a market challenger?

What is fashion?

Sony is an unusual market leader. It gives its customers new products that they have never asked for (e.g., Walkmans, VCRs, video cameras, CDs). This makes Sony a(n) ________ firm.

A firm that is based in Myanmar designs jewelry and takes custom orders from around the world. They do not design more than 15 pieces of jewelry in a year and ensure that each design uses unique stones and is different from the other. Such nichemanship is an example of ________ specialist role.

The market nicher is a specialist. Characterize the end-user specialist role that can be assumed by the market nicher.

An anticipative marketer finds a stated need and fills it.

The most constructive response to protecting market share is continuous innovation.

A music school in India, specializes in teaching the guitar and the violin. After a spurt in growth and a few successful years, the school is experiencing a slowdown in sales and stability in its profits due to an increase in competition. The school is in the ________ stage of its life cycle.

The cost of buying higher market share through acquisition may far exceed its revenue value. Which are the four factors a company should consider before doing so?

Assume that your firm is a market leader in manufacturing detergent. How would the firm use position defense as a defensive marketing strategy to maintain its share?

The key idea in successful nichemanship is specialization. Which of the following specialists would most closely be identified with the characterization of being an organization that limits its selling to one customer?

Describe a counterfeiter as a market-follower.

Diageo acquired most of Seagram's brands in 2001 and spun off Pillsbury and Burger King so it could concentrate on powerhouse alcoholic beverage brands such as Smirnoff vodka, J&B scotch, and Tanqueray gin. In this example, Diageo is employing a ________ strategy.