Deck 7: Dealing With Competition and Crafting the Brand Positioning

Question 1

Egypt-based Tarek Nour is a comprehensive communications group but it used to be known for its advertising, bringing the most culturally relevant material as well as cutting edge methodologies to the industry, making it a(n) ________ firm.

A) market-driven
B) vision-driven
C) market-driving
D) operations-driven
E) virtually-driven

Answer 1

market-driving

Question 2

With the value proposition "Pay less, fly more," Air Arabia is a good example of the ________ of Less = More.

A) Total market
B) Market share
C) Customer need
D) Marketing concept
E) Selling appeal

Answer 2

Marketing concept

Question 3

Egypt's Al Kharafi Group is an established, highly successful company, but recently they have started to enter new, small markets. They have adopted a ________ strategy.

A) highly specialized
B) market segmentation
C) niche market
D) market nicher
E) cloner strategy

Answer 3

market nicher

Question 4

A market nicher is considered to be a(n) ________ specialist if the firm specializes in producing a certain type of product or product feature such as soft-drink company decides to make a very large-sized serving available only at gas stations.

A) customer-size
B) product-feature
C) end-user
D) channel
E) vertical-level

Question 5

Many firms in the Arab world strive to maximize sales and profits in the short-term.

Question 6

Because consumers generally fail to recognize when their razors need to be replaced, the Gillette razor cartridges feature colored stripes that slowly fade with repeated use, signalling the user to move on to the next cartridge. This is an example of increasing sales through increasing the frequency of consumption.

Question 7

Telecom Egypt and other fixed-line telecommunication companies have seen their profitability threatened by the rise of mobile service operators such as Vodafone and Etisalat. These companies have experienced the threat of ________.

A) new entrants
B) buyers' growing bargaining power
C) suppliers growing bargaining power
D) intense segment rivalry
E) substitute products

Question 8

The National Bank of Kuwait's network of automated teller machines (ATMs) and retail branches nationwide create steep competition for local and regional banks, sending out signals to others to not compete. This is called a ________

A) preemptive defense
B) counteroffensive defense
C) mobile defense
D) flank defense
E) contraction defense

Question 9

Arab world based company Crepaway has several ________ from its rivals; it aims for good quality, good value, good customer service, and reasonable prices.

A) Demands
B) Points-of-difference
C) Competitive differences
D) Points-of-parity
E) Brand differences

Question 10

It is important to know what a company does, such as Qatar Airways being a leading airline. Doing this is called establishing a ________

A) Straddle position
B) Point-of-difference
C) Brand position
D) Category membership
E) Function

Question 11

Dubai Media City has developed links with George Washington University, partially to promote its brand. This type of communicating category membership is called ________

A) brand association
B) networking opportunities
C) relying on the product descriptor
D) comparing to exemplars
E) announcing category benefits

Question 12

Sabek Wah Lahek, a popular 1990s children's television program in the Arab world, launched a range of toys which became very popular very quickly, but then stopped selling after a few months. This trend could be described as a ________.

A) Fashion
B) Style
C) Intra-brand
D) Fad
E) Vogue

Question 13

When Musa's company sold a box of dates 3 times larger than the typical boxes of dates available in most shops, he used ________ as a means of modifying its product so additional customers might be attracted to the brand.

A) style improvement
B) feature improvement
C) packaging improvement
D) quality improvement
E) idea improvement

Question 14

Originally, homemakers used cotton and linen dish-cloths in their kitchens. A paper company, looking for new markets developed paper towels. This development crystallized a latent market, and other manufacturers entered. Overcapacity led one manufacturer to create absorbent towels. Competitors again copied the product and the market was soon full with the product. The same happened again and again. Starting with one product the towel market evolved into one with various absorbencies, strengths and applications. This is an example of ________.

A) consumer determinism
B) market consolidation
C) breakaway marketing
D) channel differentiation
E) market fragmentation