Question 1

Which of the following is true about market-nichers?

Accepted Answer

A) They are market followers in small markets. 
B) They tend to have high manufacturing costs. 
C) Their return on investment exceeds that in larger markets. 
D) A nicher achieves high volume as against a mass marketer that achieves high margin. 
E) They usually experience long-term losses. 
A) They are market followers in small markets. 
B) They tend to have high manufacturing costs. 
C) Their return on investment exceeds that in larger markets. 
D) A nicher achieves high volume as against a mass marketer that achieves high margin. 
E) They usually experience long-term losses.

Question 2

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

Accepted Answer

A) Growth 
B) Decline 
C) Maturity 
D) Introduction 
E) Stagnancy 
A) Growth 
B) Decline 
C) Maturity 
D) Introduction 
E) Stagnancy

Question 3

Hanjaya Mandala Sampoerna produces kretek,a clove-scented cigarette favored by most Indonesian smokers.Within this context the firm is exhibiting the role of a ________ specialist.

Accepted Answer

A) vertical-level 
B) customer-size 
C) product-line 
D) job-shop 
E) service 
A) vertical-level 
B) customer-size 
C) product-line 
D) job-shop 
E) service

Question 4

The marketing manager of a firm that manufactures cotton cloth has chosen the bypass attack as a means of responding to an industry leader.How will the manager go about launching this type of attack?

Accepted Answer

The bypass attack is an indirect assault

Question 5

________ marketers are not just market-driven,they are proactive market-driving firms.

Accepted Answer

A) Creative 
B) Responsive 
C) Inexperienced 
D) Laidback 
E) Anticipative 
A) Creative 
B) Responsive 
C) Inexperienced 
D) Laidback 
E) Anticipative

Question 6

As a market-follower strategy,an adapter takes the leader's products and adapts or improves them.

Accepted Answer

A) True 
 B)False

Question 7

A fashion is a basic and distinctive mode of expression appearing in a field of human endeavor.

Accepted Answer

A) True 
 B)False

Question 8

When a firm looks for new users in groups that might use the product but do not,the firm is using the ________ strategy.

Accepted Answer

A) new-market segment 
B) market-penetration 
C) geographical-expansion 
D) product development 
E) diversification 
A) new-market segment 
B) market-penetration 
C) geographical-expansion 
D) product development 
E) diversification

Question 9

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

Accepted Answer

A) True 
 B)False

Question 10

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 ________.

Accepted Answer

A) increase the amount of consumption 
B) increase the level of consumption 
C) increase the perception of consumption 
D) increase the frequency of consumption 
E) increase the emotional implications of consumption 
A) increase the amount of consumption 
B) increase the level of consumption 
C) increase the perception of consumption 
D) increase the frequency of consumption 
E) increase the emotional implications of consumption

Question 11

During the ________ stage of a product's life cycle,sales show a downward drift and profits erode.

Accepted Answer

A) introduction 
B) growth 
C) decline 
D) obsolescence 
E) maturity 
A) introduction 
B) growth 
C) decline 
D) obsolescence 
E) maturity

Question 12

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

Accepted Answer

A) True 
 B)False

Question 13

Oliver,a company that produces different types of olive oil,launched a promotional campaign focusing on the alternative uses of olive oil.What strategy is the company implementing to expand its total market demand?

Accepted Answer

A) using the new-market segment strategy to attract new customers 
B) improving the current level of product performance 
C) advertising new and different applications of the brand 
D) protecting its market share 
E) using the market-penetration strategy to attract new customers 
A) using the new-market segment strategy to attract new customers 
B) improving the current level of product performance 
C) advertising new and different applications of the brand 
D) protecting its market share 
E) using the market-penetration strategy to attract new customers

Question 14

Campy Soups is a newly established company that specializes in preparing healthy but tasty food for children under the age of 5.It is incurring huge productions costs,nonexistent profits,and slow sales growth.The company is in the ________ phase of its life cycle.

Accepted Answer

A) stagnancy 
B) introduction 
C) maturity 
D) decline 
E) growth 
A) stagnancy 
B) introduction 
C) maturity 
D) decline 
E) growth

Question 15

Amani,a company that manufactures cloth for suits,strives to be equal to Armani in product design,brand name,and product packaging.This is an example of ________.

Accepted Answer

A) innovating 
B) adapting 
C) imitating 
D) cloning 
E) counterfeiting 
A) innovating 
B) adapting 
C) imitating 
D) cloning 
E) counterfeiting

Question 16

Diageo acquired most of Seagram's brands in 2001 and spun off Pillsbury and Burger King so it could concentrate on powerhouse alcoholic beverage brands such as Smirnoff vodka,J&B scotch,and Tanqueray gin.In this example,Diageo is employing a ________ strategy.

Accepted Answer

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

Question 17

________ is a distribution strategy that can be effectively used during the growth stage of the product life cycle.

Accepted Answer

A) Building product awareness 
B) Phasing out unprofitable outlets 
C) Building selective distribution 
D) Building intensive distribution 
E) Stressing on brand differences 
A) Building product awareness 
B) Phasing out unprofitable outlets 
C) Building selective distribution 
D) Building intensive distribution 
E) Stressing on brand differences

Question 18

What are fads?

Accepted Answer

Fads are fashions that come quickly into

Question 19

The ________ attack offers the firm an opportunity to diversify into unrelated products,into new geographical markets,and leapfrogging into new technologies.

Accepted Answer

A) bypass 
B) flank 
C) frontal 
D) guerrilla 
E) encirclement 
A) bypass 
B) flank 
C) frontal 
D) guerrilla 
E) encirclement

Question 20

As a brand manager of a firm that manufactures denim jeans,how will you implement a preemptive defense marketing strategy to meet an anticipated competitive challenge?

Accepted Answer

A preemptive defense is a more aggressiv

Exam 11: Competitive Dynamics

Which of the following is true about market-nichers?

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

Hanjaya Mandala Sampoerna produces kretek,a clove-scented cigarette favored by most Indonesian smokers.Within this context the firm is exhibiting the role of a ________ specialist.

The marketing manager of a firm that manufactures cotton cloth has chosen the bypass attack as a means of responding to an industry leader.How will the manager go about launching this type of attack?

________ marketers are not just market-driven,they are proactive market-driving firms.

As a market-follower strategy,an adapter takes the leader's products and adapts or improves them.

A fashion is a basic and distinctive mode of expression appearing in a field of human endeavor.

When a firm looks for new users in groups that might use the product but do not,the firm is using the ________ strategy.

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

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 ________.

During the ________ stage of a product's life cycle,sales show a downward drift and profits erode.

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

Oliver,a company that produces different types of olive oil,launched a promotional campaign focusing on the alternative uses of olive oil.What strategy is the company implementing to expand its total market demand?

Campy Soups is a newly established company that specializes in preparing healthy but tasty food for children under the age of 5.It is incurring huge productions costs,nonexistent profits,and slow sales growth.The company is in the ________ phase of its life cycle.

Amani,a company that manufactures cloth for suits,strives to be equal to Armani in product design,brand name,and product packaging.This is an example of ________.

Diageo acquired most of Seagram's brands in 2001 and spun off Pillsbury and Burger King so it could concentrate on powerhouse alcoholic beverage brands such as Smirnoff vodka,J&B scotch,and Tanqueray gin.In this example,Diageo is employing a ________ strategy.

________ is a distribution strategy that can be effectively used during the growth stage of the product life cycle.

What are fads?

The ________ attack offers the firm an opportunity to diversify into unrelated products,into new geographical markets,and leapfrogging into new technologies.

As a brand manager of a firm that manufactures denim jeans,how will you implement a preemptive defense marketing strategy to meet an anticipated competitive challenge?

Defining Marketing for the New Realities

Developing Marketing Strategies and Plans

Gathering Information and Forecasting Demand

Conducting Marketing Research

Creating Customer Value,satisfaction,and Loyalty

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Creating Brand Equity

Crafting the Brand Positioning

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Marketing Channels and Value Networks

Managing Retailing,wholesaling,and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications: Advertising, sales Promotions, events, and Public Relations

Managing Digital Communications: Online, social Media, and Mobile

Managing Personal Communications: Direct and Database Marketing and Personal Selling

Introducing New Market Offerings

Tapping Into Global Markets

Managing a Holistic Marketing Organization

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