Exam 7: Crafting the Brand Positioning and Competing Effectively

Pepsodent launched a new product that could whiten teeth, fight decay, and maintain fresh breath. Observing that Pepsodent did not focus on the dental sensitivity aspect, Colgate introduced a toothpaste which did all of the above and also protected sensitive teeth. This is an example of a(n) ________ attack.

Describe four broad strategies employed by market followers to meet their competitors. Which of these is unethical?

All marketing strategy is built on segmentation, targeting, and ________.

Which of the following best describes BR Chicken's value proposition?

A company is more likely to be hurt by current competitors than by emerging competitors or new technologies.

When the total market expands, the market ________ usually gains the most.

The competitive frame of reference defines which other brands that a brand competes with.

Perdue's cogent reason why a target market should buy its chicken is "More tender golden chicken at a moderate premium price," also known as its ________.

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

Sally's is a boutique bakery that specializes in cupcakes. Identify one method by which Sally's can conduct low-cost marketing research.

When Coca-Cola focused on developing its soft-drink business but missed seeing the market for coffee bars and fresh-fruit-juice bars that eventually impinged on its soft-drink business, it was suffering from ________ because it defined competition in traditional category and industry terms.

With the help of an example, explain why a company's competition may not be from companies in the same category.

A firm that is based in France designs jewelry and takes custom orders from around the world. They design up to 15 pieces of jewelry in a year and ensure that each design uses distinctive stones and is unique. Such nichemanship is an example of ________ specialist role.

With the help of an example, explain straddle positioning.

________ is a company's ability to perform in one or more ways that competitors cannot or will not match.

A leverageable advantage is one that a company can use as a springboard to new advantages.

The result of positioning is the successful creation of an employee-focused value proposition.

Points-of-parity may be shared among two or more brands.

In his article, "Innovative Imitation," Theodore Levitt argues that ________.

Belling is a chain of coffee shops. List possible competitors first from an industry point of view and then from the market point of view.