Exam 11: Competitive Dynamics

An anticipative marketer finds a stated need and fills it.

What is a guerilla attack?

When large companies can no longer defend all their territory,they launch a ________ defense where they give up weaker markets and reassign resources to stronger ones.

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?

The product strategy during the maturity stage of the product life cycle should be to build more intensive distribution.

The prime objective,during the introduction stage of a product life cycle,is to maximize market share.

Position defense means occupying the most desirable market space in consumers' minds,making the brand almost impregnable.

The ________ can be used when the challenger spots areas where the opponent is underperforming.

A(n)________ marketer discovers and produces solutions customers did not ask for but to which they enthusiastically respond.

A creative marketer discovers solutions customers did not ask for but to which they enthusiastically respond.

After Olay entered and took over the Indian market with its anti-aging lotion,Ponds decided to defend its home turf by investing heavily in a similar product,but that which used only natural ingredients.This is an example of a ________.

The market leader strategy ensures high sales volume,whereas the market nicher strategy allows firms to achieve ________.

The ________ has the largest market share and usually shows the way to other firms in price changes,new-product introductions,distribution coverage,and promotional intensity.

The market nicher is a specialist.Characterize the end-user specialist role that can be assumed by the market nicher.

If Microsoft announces plans for a new-product development,smaller firms may choose to concentrate their development efforts in other directions to avoid head-to-head competition.In this example,Microsoft is employing a ________ strategy.

As a market follower,the ________ may choose to sell to different markets,but often it grows into a future challenger.

What must the firm do to sustain rapid market share growth?

Appy Juices,a company that manufactures bottled water,diversified into soft drinks before any of its opponents could launch a diversified product.This would be an example of a(n)________ attack.

What are end-user and vertical-level specialists?

________ is a slowdown in sales growth because the product has achieved acceptance by most potential buyers.