Exam 12: Addressing Competition and Driving Growth

A responsive marketer looks ahead to needs customers may have in the near future.

A frontal attacking strategy is another name for identifying shifts that are causing gaps to develop, then rushing to fill the gaps.

________ is the period of slow sales growth and nonexistent profits.

Pepsi used flank attacks when it launched Aquafina nationally (before Coca-Cola's launch of Dasani); purchased orange juice giant Tropicana in 1998; and purchased the owner of Gatorade sports drink in 2000.

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

An alternate way to increase sales volume is to increase the usage rates among users by entering new market segments.

Firms with low shares of the total market can become highly profitable through smart niching.

If you were asked to develop a mobile defense for your products that are likely to come under attack from a market challenger, what would you suggest?

Clorox runs ads stressing the many benefits of its bleach, such as how it eliminates kitchen odors, in order to generate additional opportunities to use the brand in the same basic way. This is an attempt to ________ of consumption.

Market ________ generally have a smaller market share than other players and they are willing to maintain their share and not rock the boat.

What is a product-feature specialist?

Encirclement attempts to capture a wide slice of territory by launching a grand offensive on several fronts.

________ defense involves occupying the most desirable market space in the minds of the consumers and making the brand almost impregnable.

Which are the three ways to change the course for a brand?

In contraction defense, the leader stretches its domain over new territories through market broadening and market diversification.

When Starbucks extended its brand into coffee drinks and ice creams to reach customers who did not use its brand, it was using a(n) ________ strategy.

Who are the ideal opponents of a market challenger?

In 2006, Sara Lee spun off products that accounted for a large percentage of the company's revenues, including its strong Hanes hosiery brand, so it could concentrate on its well-known food brands. In this example, Sara Lee is employing a ________ defense strategy.

As a market follower strategy, the ________ emulates the leader's products, name, and packaging, with slight variations.

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