Exam 18: Creating Competitive Advantage

Gary Hirshberg of Stonyfield Farm yogurt company stated that "companies can do better with less advertising,less marketing research,more guerrilla marketing,and more acting from the gut." At this point,Hirshberg was following which marketing strategy?

(Multiple Choice)

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Question 61

Discuss the need to understand competitors as well as customers through competitor analysis.

(Essay)

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Question 62

Small firms that can't afford a competitive intelligence system often resort to using "in-house" experts to study competitors.

(True/False)

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Question 63

Mark is the national marketing manager for Pepsi.He might see its competition as Coca-Cola,Dr Pepper,7UP,and the makers of other soft drink brands from a/an point of view.However,from a/an point of view,the customer really wants "thirst quenching."

(Short Answer)

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Question 64

After reading the latest text in marketing,Bill now realizes that strategies that strongly position the company against competitors and that give the company the strongest possible strategic advantage are ________.

(Short Answer)

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Question 65

Each competitor has a mix of objectives.The company wants to know the relative importance that a competitor places on which of the following?

(Multiple Choice)

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Question 66

Not all runner-up companies want to challenge the market leader.

(True/False)

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Question 67

A company's profitability increases as a business gains share relative to competitors in its served market.

(True/False)

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Question 68

Marketers can expand markets by discovering and promoting ________.

(Short Answer)

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Question 69

An industry often contains "good" competitors and "bad"competitors.Define each term and discuss scenarios with both "good" and "bad" competitors.How might "good" competitors choose to react to "bad" competition?

(Essay)

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Question 70

If a company's aim is to make its own and competing products obsolete and serve customers who want state-of-the-art products and services,it is using a value discipline called ________.

(Short Answer)

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Question 71

All companies choose one marketing strategy for their different businesses or products.

(True/False)

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Question 72

Which of the following are market challenger strategies?

(Multiple Choice)

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Question 73

Explain how a market follower can gain advantage from a market leader.

(Essay)

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Question 74

The ________ usually leads the other firms in price changes,new product introductions,distribution coverage,and promotion spending.

(Short Answer)

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Question 75

Companies need to know each competitor's product quality,features,and mix; customer services; pricing policy; distribution coverage; sales force strategy; and advertising and sales promotion programs.These are all the dimensions that identify ________ groups within the industry.

(Short Answer)

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Question 76

Although competition is most intense within a strategic group,explain why there is also rivalry among groups.Give examples.

(Essay)

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Question 77

Expanding the total market,protecting market share,and expanding market share are all strategies for ________.

(Short Answer)

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Question 78

Whereas the mass marketer achieves ,the nicher achieves .

(Short Answer)

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Question 79

Approaches to marketing strategy and practice often pass through which of the three following stages?

(Multiple Choice)

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Question 80

Showing 61 - 80 of 151

Gary Hirshberg of Stonyfield Farm yogurt company stated that "companies can do better with less advertising,less marketing research,more guerrilla marketing,and more acting from the gut." At this point,Hirshberg was following which marketing strategy?

Discuss the need to understand competitors as well as customers through competitor analysis.

Small firms that can't afford a competitive intelligence system often resort to using "in-house" experts to study competitors.

Mark is the national marketing manager for Pepsi.He might see its competition as Coca-Cola,Dr Pepper,7UP,and the makers of other soft drink brands from a/an point of view.However,from a/an point of view,the customer really wants "thirst quenching."

After reading the latest text in marketing,Bill now realizes that strategies that strongly position the company against competitors and that give the company the strongest possible strategic advantage are ________.

Each competitor has a mix of objectives.The company wants to know the relative importance that a competitor places on which of the following?

Not all runner-up companies want to challenge the market leader.

A company's profitability increases as a business gains share relative to competitors in its served market.

Marketers can expand markets by discovering and promoting ________.

An industry often contains "good" competitors and "bad"competitors.Define each term and discuss scenarios with both "good" and "bad" competitors.How might "good" competitors choose to react to "bad" competition?

If a company's aim is to make its own and competing products obsolete and serve customers who want state-of-the-art products and services,it is using a value discipline called ________.

All companies choose one marketing strategy for their different businesses or products.

Which of the following are market challenger strategies?

Explain how a market follower can gain advantage from a market leader.

The ________ usually leads the other firms in price changes,new product introductions,distribution coverage,and promotion spending.

Companies need to know each competitor's product quality,features,and mix; customer services; pricing policy; distribution coverage; sales force strategy; and advertising and sales promotion programs.These are all the dimensions that identify ________ groups within the industry.

Although competition is most intense within a strategic group,explain why there is also rivalry among groups.Give examples.

Expanding the total market,protecting market share,and expanding market share are all strategies for ________.

Whereas the mass marketer achieves ,the nicher achieves .

Approaches to marketing strategy and practice often pass through which of the three following stages?

Marketing: Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer Relationships

Analyzing the Marketing Environment

Sustainable Marketing: Social Responsibility and Ethics

Managing Marketing Information to Gain Customer Insights

Consumer Markets and Consumer Buyer Behaviour

Business Markets and Business Buyer Behaviour

Customer-Driven Marketing Strategy: Creating Value for Target Customers

Products,services,and Brands: Building Customer Value

New-Product Development and Product Life-Cycle Strategies

Pricing

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Communicating Customer Value: Integrated Marketing Communications Strategy

Advertising and Public Relations

Personal Selling and Sales Promotion

Direct and Online Marketing: Building Direct Customer Relationships

The Global Marketplace

Filters

Exam 18: Creating Competitive Advantage

Gary Hirshberg of Stonyfield Farm yogurt company stated that "companies can do better with less advertising,less marketing research,more guerrilla marketing,and more acting from the gut." At this point,Hirshberg was following which marketing strategy?

Discuss the need to understand competitors as well as customers through competitor analysis.

Small firms that can't afford a competitive intelligence system often resort to using "in-house" experts to study competitors.

Mark is the national marketing manager for Pepsi.He might see its competition as Coca-Cola,Dr Pepper,7UP,and the makers of other soft drink brands from a/an ________ point of view.However,from a/an ________ point of view,the customer really wants "thirst quenching."

After reading the latest text in marketing,Bill now realizes that strategies that strongly position the company against competitors and that give the company the strongest possible strategic advantage are ________.

Each competitor has a mix of objectives.The company wants to know the relative importance that a competitor places on which of the following?

Not all runner-up companies want to challenge the market leader.

A company's profitability increases as a business gains share relative to competitors in its served market.

Marketers can expand markets by discovering and promoting ________.

An industry often contains "good" competitors and "bad"competitors.Define each term and discuss scenarios with both "good" and "bad" competitors.How might "good" competitors choose to react to "bad" competition?

If a company's aim is to make its own and competing products obsolete and serve customers who want state-of-the-art products and services,it is using a value discipline called ________.

All companies choose one marketing strategy for their different businesses or products.

Which of the following are market challenger strategies?

Explain how a market follower can gain advantage from a market leader.

The ________ usually leads the other firms in price changes,new product introductions,distribution coverage,and promotion spending.

Companies need to know each competitor's product quality,features,and mix; customer services; pricing policy; distribution coverage; sales force strategy; and advertising and sales promotion programs.These are all the dimensions that identify ________ groups within the industry.

Although competition is most intense within a strategic group,explain why there is also rivalry among groups.Give examples.

Expanding the total market,protecting market share,and expanding market share are all strategies for ________.

Whereas the mass marketer achieves ________,the nicher achieves ________.

Approaches to marketing strategy and practice often pass through which of the three following stages?

Marketing: Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer Relationships

Analyzing the Marketing Environment

Sustainable Marketing: Social Responsibility and Ethics

Managing Marketing Information to Gain Customer Insights

Consumer Markets and Consumer Buyer Behaviour

Business Markets and Business Buyer Behaviour

Customer-Driven Marketing Strategy: Creating Value for Target Customers

Products,services,and Brands: Building Customer Value

New-Product Development and Product Life-Cycle Strategies

Pricing

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Communicating Customer Value: Integrated Marketing Communications Strategy

Advertising and Public Relations

Personal Selling and Sales Promotion

Direct and Online Marketing: Building Direct Customer Relationships

The Global Marketplace

Filters

Mark is the national marketing manager for Pepsi.He might see its competition as Coca-Cola,Dr Pepper,7UP,and the makers of other soft drink brands from a/an point of view.However,from a/an point of view,the customer really wants "thirst quenching."

Whereas the mass marketer achieves ,the nicher achieves .