Exam 11: Competitive Dynamics

When the total market expands,the dominant firm usually gains the most.

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

For a market challenger,attacking ________ is a high risk but potentially high payoff strategy,which also allows it to distance itself from other challengers.

The growth stage of a product's life cycle is a period of rapid market acceptance and substantial profit improvement.

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)________.

An alternative to being a market follower in a large market is to be a leader in a small market.This type of competitor is called a ________.

Which of the following is true about proactive marketing?

________ is an aggressive maneuver where the firm attacks first,perhaps with guerrilla action across the market and keeping everyone off balance.

Assume that your firm is a market leader in manufacturing detergent.How would the firm use position defense as a defensive marketing strategy to maintain its share?

The most constructive response to protecting market share is continuous innovation.

Sally Sim is an up-and-coming marketing manager for a large department store chain. Ms.Sim has distinguished herself with bold strategies such as launching attacks on her primary competitor from several fronts,including advertising,new store openings,and new distributor alliances.Which of the following market challenger attack strategies is Ms.Sim using to attack her competition?

Epic Inc. ,a firm that produces chairs for offices,uses comparative advertising to inform the consumers that its products offer the same features and quality as the competitor's.This is an example of a(n)________ attack.

A marketing manager has planned a strategy that will require the organization to erect outposts to protect its weak front-running brands.In this ________ defense,the outposts will be central to the organization's new competitive strategy.

During the maturity stage of a product life cycle,profits stabilize or decline because of increased competition.

An alternative to being a follower in a large market is to be a leader in a small market.

A market leader on the lookout for more usage from existing customers should focus on increasing the frequency of consumption and ________.

Describe frontal attack as a general market-challenger attack strategy.

Characterize the four broad strategies often employed by market followers to meet their competitors.

Sony is an unusual market leader.It gives its customers new products that they have never asked for (e.g. ,Walkmans,VCRs,video cameras,CDs).This makes Sony a(n)________ firm.

In a ________ defense strategy,the market leader can meet the attacker frontally and hit its flank,or launch a pincer movement so that it's forced to pull back to defend itself.