Question 1

Heavy focus on price reductions and discounts during recession allow firms to improve long-term brand equity and price integrity.

Accepted Answer

A) True 
 B)False

Question 2

The Sarpino's pizza chain, which operates in Asia, has copied Domino's service model but maintains differentiation in terms of location. This is an example of a(n) ________.

Accepted Answer

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

Question 3

Position defense means occupying the most desirable market space in consumers' minds, making the brand almost impregnable.

Accepted Answer

A) True 
 B)False

Question 4

According to Peter Golder and Gerald Tellis, a(n) ________ is the first to develop a working model of the product.

Accepted Answer

A)  developer 
B)  creative pioneer 
C)  market pioneer 
D)  product pioneer 
E)  inventor 
A)  developer 
B)  creative pioneer 
C)  market pioneer 
D)  product pioneer 
E)  inventor

Question 5

A firm that serves small market segments that are not being served by bigger firms is known as a ________.

Accepted Answer

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

Question 6

The ________ attack offers the firm an opportunity to diversify into unrelated products, into new geographical markets, and leapfrogging into new technologies.

Accepted Answer

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

Question 7

When food product companies advertise recipes that use their branded products in entirely different ways, they are increasing the ________ of the brand.

Accepted Answer

A)  amount of consumption 
B)  level of consumption 
C)  dedication to consumption 
D)  frequency of consumption 
E)  awareness consumption 
A)  amount of consumption 
B)  level of consumption 
C)  dedication to consumption 
D)  frequency of consumption 
E)  awareness consumption

Heavy focus on price reductions and discounts during recession allow firms to improve long-term brand equity and price integrity.

The Sarpino's pizza chain, which operates in Asia, has copied Domino's service model but maintains differentiation in terms of location. This is an example of a(n) ________.

Position defense means occupying the most desirable market space in consumers' minds, making the brand almost impregnable.

According to Peter Golder and Gerald Tellis, a(n) ________ is the first to develop a working model of the product.

A firm that serves small market segments that are not being served by bigger firms is known as a ________.

The ________ attack offers the firm an opportunity to diversify into unrelated products, into new geographical markets, and leapfrogging into new technologies.

When food product companies advertise recipes that use their branded products in entirely different ways, they are increasing the ________ of the brand.

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

Filters

Exam 11: Competitive Dynamics

Heavy focus on price reductions and discounts during recession allow firms to improve long-term brand equity and price integrity.

The Sarpino's pizza chain, which operates in Asia, has copied Domino's service model but maintains differentiation in terms of location. This is an example of a(n) ________.

Position defense means occupying the most desirable market space in consumers' minds, making the brand almost impregnable.

According to Peter Golder and Gerald Tellis, a(n) ________ is the first to develop a working model of the product.

A firm that serves small market segments that are not being served by bigger firms is known as a ________.

The ________ attack offers the firm an opportunity to diversify into unrelated products, into new geographical markets, and leapfrogging into new technologies.

When food product companies advertise recipes that use their branded products in entirely different ways, they are increasing the ________ of the brand.

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

Filters