Exam 11: Competitive Dynamics

A firm that is based in Myanmar designs jewelry and takes custom orders from around the world.They do not design more than 15 pieces of jewelry in a year and ensure that each design uses unique stones and is different from the other.Such nichemanship is an example of ________ specialist role.

When food product companies advertise recipes that use their branded products in entirely different ways,they are increasing the ________ of the brand.

A(n)________ is another name for identifying shifts in market segments that are causing gaps to develop,then rushing in to fill the gaps and developing them into strong segments.

The market leader should look for new customers or more usage from existing customers.

Who is a market-nicher?

Which of the following marketing strategies requires either identifying additional opportunities to use the brand in the same basic way or identifying completely new and different ways to use the brand?

As a market-follower strategy,an imitator duplicates the leader's product and packages and sells it on the black market or through disreputable dealers.

The cost of buying higher market share through acquisition may far exceed its revenue value.Which are the four factors a company should consider before doing so?

A marketing program can communicate the appropriateness and advantages of using the brand.

When firms look for new users in groups that have never used the product before,the firm is using the ________ strategy.

Apple attacked RIM,the maker of Blackberry,through flanking.The next powerful innovation was not technological but the amazing ease of use and range of applications offered.This is an example of a(n)________ attack.

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

A(n)________ marketer looks ahead into what needs customers may have in the near future..

Which of the following is the most constructive response a market leader can make when defending its market share?

In a pure ________ attack,the attacker matches its opponent's product,advertising,price,and distribution.

One of the ways to change the course of a brand is to modify the product.Under product modification,________ adds size,weight,materials,supplements,and accessories that expand the product's performance,versatility,safety,or convenience.

One way to increase the frequency of consumption of a product by consumers is by introducing it in larger package sizes.

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

As a market follower strategy,the ________ duplicates the leader's product and packages and sells it on the black market or through disreputable dealers.

Aron,a company manufacturing snack food and soft drinks,replicates its product taste and packaging from Lay's,a market leader in snack food industry.Later,it sells these imitated products on the black market.This is an example of ________.