Question 1

What are end-user and vertical-level specialists?

Accepted Answer

The key idea in successful nichemanship

Question 2

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

Accepted Answer

A)  encirclement attack 
B)  frontal attack 
C)  flank-geographic attack 
D)  backwards-flank attack 
E)  guerilla warfare 
A)  encirclement attack 
B)  frontal attack 
C)  flank-geographic attack 
D)  backwards-flank attack 
E)  guerilla warfare

Question 3

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

Accepted Answer

A)  developer 
B)  creative pioneer 
C)  market pioneer 
D)  product pioneer 
E)  inventor 
A)  developer 
B)  creative pioneer 
C)  market pioneer 
D)  product pioneer 
E)  inventor

Question 4

The defensive marketing strategy wherein a stream of new products are introduced by a firm and are announced in advance are referred to as ________ defense.

Accepted Answer

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

Question 5

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 6

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 7

Price,distribution,and communication are the nonproduct elements that marketers modify to increase product sales.

Accepted Answer

A) True 
 B)False

Question 8

Who is a market-nicher?

Accepted Answer

An alternative to being a follower in a

Question 9

A ________ is one that a company can use as a springboard to new advantages.

Accepted Answer

A)  sustainable advantage 
B)  leverageable advantage 
C)  realistic advantage 
D)  rational advantage 
E)  distinct advantage 
A)  sustainable advantage 
B)  leverageable advantage 
C)  realistic advantage 
D)  rational advantage 
E)  distinct advantage

Question 10

Which of the following statements about brand mantras is true?

Accepted Answer

A)  They guide only major decisions, they have no influence on mundane decisions. 
B)  Their influence does not extend beyond tactical concerns. 
C)  They must economically communicate what the brand is and avoid communicating what it is not. 
D)  They can provide guidance about what ad campaigns to run and where and how to sell the brand. 
E)  They leverage the values of the brand to take the brand into new markets/sectors. 
A)  They guide only major decisions, they have no influence on mundane decisions. 
B)  Their influence does not extend beyond tactical concerns. 
C)  They must economically communicate what the brand is and avoid communicating what it is not. 
D)  They can provide guidance about what ad campaigns to run and where and how to sell the brand. 
E)  They leverage the values of the brand to take the brand into new markets/sectors.

Question 11

A(n)________ is a group of firms offering a product or class of products that are close substitutes for one another.

Accepted Answer

A)  community 
B)  task force 
C)  industry 
D)  focus group 
E)  umbrella brand 
A)  community 
B)  task force 
C)  industry 
D)  focus group 
E)  umbrella brand

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

In his article,"Innovative Imitation",Theodore Levitt argues that ________.

Accepted Answer

A)  imitation is wrong and should be punished 
B)  product imitation might be as profitable as product innovation 
C)  innovation is not possible without substantial imitation 
D)  innovation cannot begin unless dissatisfaction with imitation occurs 
E)  imitation should be against the law because of the intellectual property decision involved 
A)  imitation is wrong and should be punished 
B)  product imitation might be as profitable as product innovation 
C)  innovation is not possible without substantial imitation 
D)  innovation cannot begin unless dissatisfaction with imitation occurs 
E)  imitation should be against the law because of the intellectual property decision involved

Question 14

What are fads?

Accepted Answer

Fads are fashions that come quickly into

Question 15

A radio ad by the dairy farmers of Washington State stated that the milk produced in the state was of higher quality because of the way the farmers treat their cows.They said that the difference comes from how comfortable they make their cows.Among others,this differentiation could certainly appeal to animal lovers and those moving toward organic products.This is an example of ________.

Accepted Answer

A)  personnel differentiation 
B)  channel differentiation 
C)  service differentiation 
D)  product differentiation 
E)  image differentiation 
A)  personnel differentiation 
B)  channel differentiation 
C)  service differentiation 
D)  product differentiation 
E)  image differentiation

Question 16

Which of the following types of differentiation relates to companies having better-trained personnel who provide superior customer service?

Accepted Answer

A)  channel differentiation 
B)  services differentiation 
C)  employee differentiation 
D)  image differentiation 
E)  product differentiation 
A)  channel differentiation 
B)  services differentiation 
C)  employee differentiation 
D)  image differentiation 
E)  product differentiation

Question 17

Tums claims to have the most acid-reducing components of any antacid.In what way is the brand's category membership being conveyed?

Accepted Answer

A)  comparing to exemplars 
B)  relying on the product descriptor 
C)  announcing category benefits 
D)  focusing on reliability 
E)  persuasion based on believability 
A)  comparing to exemplars 
B)  relying on the product descriptor 
C)  announcing category benefits 
D)  focusing on reliability 
E)  persuasion based on believability

Question 18

A well-known car manufacturing company introduces a new hatchback model by describing its distinctive features and then stressing the speed and safety qualities of the car.Which of the following is the company using to convey its membership in the hatchback segment?

Accepted Answer

A)  announcing category benefits 
B)  comparing to exemplars 
C)  relying on the product descriptor 
D)  using channel differentiation 
E)  maximizing negatively correlated attributes 
A)  announcing category benefits 
B)  comparing to exemplars 
C)  relying on the product descriptor 
D)  using channel differentiation 
E)  maximizing negatively correlated attributes

Question 19

Philip Morris bought Miller brewing and launched low-calorie beer at a time when consumers had the impression that low-calorie beer does not taste as good as normal beer.What did the company try to build when they conveyed the fact that the beer contained one third less calories and hence it is less filling?

Accepted Answer

A)  points-of-difference 
B)  points-of-conflict 
C)  points-of-parity 
D)  points-of-presence 
E)  points-of-inflection 
A)  points-of-difference 
B)  points-of-conflict 
C)  points-of-parity 
D)  points-of-presence 
E)  points-of-inflection

Question 20

In counteroffensive marketing,the market leader can meet the attacker frontally and hit its flank,or launch a pincer movement so that it is forced to pull back to defend itself.

Accepted Answer

A) True 
 B)False

What are end-user and vertical-level specialists?

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

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

The defensive marketing strategy wherein a stream of new products are introduced by a firm and are announced in advance are referred to as ________ defense.

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

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

Price,distribution,and communication are the nonproduct elements that marketers modify to increase product sales.

Who is a market-nicher?

A ________ is one that a company can use as a springboard to new advantages.

Which of the following statements about brand mantras is true?

A(n)________ is a group of firms offering a product or class of products that are close substitutes for one another.

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

In his article,"Innovative Imitation",Theodore Levitt argues that ________.

What are fads?

Which of the following types of differentiation relates to companies having better-trained personnel who provide superior customer service?

Tums claims to have the most acid-reducing components of any antacid.In what way is the brand's category membership being conveyed?

A well-known car manufacturing company introduces a new hatchback model by describing its distinctive features and then stressing the speed and safety qualities of the car.Which of the following is the company using to convey its membership in the hatchback segment?

In counteroffensive marketing,the market leader can meet the attacker frontally and hit its flank,or launch a pincer movement so that it is forced to pull back to defend itself.

Defining Marketing for the 21st Century

Developing Marketing Strategies and Plans

Collecting Information and Forecasting Demand

Creating Long-term Loyalty Relationships

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Creating Brand Equity

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing Channels

Managing Retailing, Wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling

Managing Marketing in the Global Economy

Filters

Exam 9: Crafting the Brand Positioning and Competing Effectively

What are end-user and vertical-level specialists?

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

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

The defensive marketing strategy wherein a stream of new products are introduced by a firm and are announced in advance are referred to as ________ defense.

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

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

Price,distribution,and communication are the nonproduct elements that marketers modify to increase product sales.

Who is a market-nicher?

A ________ is one that a company can use as a springboard to new advantages.

Which of the following statements about brand mantras is true?

A(n)________ is a group of firms offering a product or class of products that are close substitutes for one another.

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

In his article,"Innovative Imitation",Theodore Levitt argues that ________.

What are fads?

Which of the following types of differentiation relates to companies having better-trained personnel who provide superior customer service?

Tums claims to have the most acid-reducing components of any antacid.In what way is the brand's category membership being conveyed?

A well-known car manufacturing company introduces a new hatchback model by describing its distinctive features and then stressing the speed and safety qualities of the car.Which of the following is the company using to convey its membership in the hatchback segment?

In counteroffensive marketing,the market leader can meet the attacker frontally and hit its flank,or launch a pincer movement so that it is forced to pull back to defend itself.

Defining Marketing for the 21st Century

Developing Marketing Strategies and Plans

Collecting Information and Forecasting Demand

Creating Long-term Loyalty Relationships

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Creating Brand Equity

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing Channels

Managing Retailing, Wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling

Managing Marketing in the Global Economy

Filters