Question 1

________ are defined as companies that satisfy the same customer need.

Accepted Answer

A)  Communities 
B)  Competitors 
C)  Trendsetters 
D)  Industries 
E)  Task groups 
A)  Communities 
B)  Competitors 
C)  Trendsetters 
D)  Industries 
E)  Task groups

Question 2

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

Accepted Answer

A) True 
 B)False

Question 3

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.

Accepted Answer

A)  market-driven 
B)  market-driving 
C)  operations-driven 
D)  vision-driven 
E)  virtually-driven 
A)  market-driven 
B)  market-driving 
C)  operations-driven 
D)  vision-driven 
E)  virtually-driven

Question 4

An alternate way to increase sales volume is to expand the number of users by converting nonusers.

Accepted Answer

A) True 
 B)False

Question 5

Who are the ideal opponents of a market challenger?

Accepted Answer

The opponents of a market chal

Question 6

________ is a period of rapid market acceptance and substantial profit improvement.

Accepted Answer

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

Question 7

Define a brand mantra and provide an example of a brand mantra.

Accepted Answer

Student answers may vary.
A brand mantra

Question 8

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

Accepted Answer

A) True 
 B)False

Question 9

Using the industry approach,competitors are defined as companies that satisfy the same customer need.

Accepted Answer

A) True 
 B)False

Question 10

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

Accepted Answer

A)  maintain basic cost control 
B)  innovate continuously 
C)  provide desired benefits 
D)  meet challengers with a swift response 
E)  provide expected benefits 
A)  maintain basic cost control 
B)  innovate continuously 
C)  provide desired benefits 
D)  meet challengers with a swift response 
E)  provide expected benefits

Question 11

Selective price cuts,intense promotional blitzes,and occasional legal action are commonplace in the strategic design of a(n)________.

Accepted Answer

A)  frontal attack 
B)  flank attack 
C)  bypass attack 
D)  encirclement attack 
E)  guerilla warfare 
A)  frontal attack 
B)  flank attack 
C)  bypass attack 
D)  encirclement attack 
E)  guerilla warfare

Question 12

As the marketing manager of a company that manufactures floor tiles,Evans Smith is given a target to achieve 500 new customers by the end of summer.He decides to search the market for probable customers who might use the product but do not at present.Which of the following strategies is Evans pursuing to increase the market demand for his product?

Accepted Answer

A)  market-penetration strategy 
B)  new-market segment strategy 
C)  geographical-expansion strategy 
D)  needs-assessment strategy 
E)  consolidation strategy 
A)  market-penetration strategy 
B)  new-market segment strategy 
C)  geographical-expansion strategy 
D)  needs-assessment strategy 
E)  consolidation strategy

Question 13

When Tommy Hilfiger was an unknown brand,advertising announced his membership as a great U.S.designer by associating him with Geoffrey Beene,Stanley Blacker,Calvin Klein,and Perry Ellis,who were recognized members of that category.Tommy Hilfiger conveyed the brand's category membership by ________.

Accepted Answer

A)  relying on the product descriptor 
B)  focusing on reliability 
C)  comparing to exemplars 
D)  announcing category benefits 
E)  identifying counter examples 
A)  relying on the product descriptor 
B)  focusing on reliability 
C)  comparing to exemplars 
D)  announcing category benefits 
E)  identifying counter examples

Question 14

A competitive point-of-parity negates competitors' perceived points-of-difference.

Accepted Answer

A) True 
 B)False

Question 15

Encirclement attempts to capture a wide slice of territory by launching a grand offensive on several fronts.

Accepted Answer

A) True 
 B)False

Question 16

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.

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

Which of the following is an example of channel differentiation?

Accepted Answer

A)  Berry's has an intensive training program for its customer-facing employees, to ensure a consistent service standard. 
B)  The Swan Hotels use a distinctive signature fragrance in all outlets so that customers can associate the fragrance with the hotel. 
C)  JEK's sophisticated customer database allows the company to handle queries and product returns much faster than competitors. 
D)  RTZ shifted its products from supermarket aisles to exclusive stores as it realized that customers were willing to pay more in stores. 
E)  Hayley's found success by allowing buyers to customize the color and some features of its appliances before buying them. 
A)  Berry's has an intensive training program for its customer-facing employees, to ensure a consistent service standard. 
B)  The Swan Hotels use a distinctive signature fragrance in all outlets so that customers can associate the fragrance with the hotel. 
C)  JEK's sophisticated customer database allows the company to handle queries and product returns much faster than competitors. 
D)  RTZ shifted its products from supermarket aisles to exclusive stores as it realized that customers were willing to pay more in stores. 
E)  Hayley's found success by allowing buyers to customize the color and some features of its appliances before buying them.

Question 18

________ 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 19

________ 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 20

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

Accepted Answer

A)  laidback 
B)  creative 
C)  inexperienced 
D)  responsive 
E)  anticipative 
A)  laidback 
B)  creative 
C)  inexperienced 
D)  responsive 
E)  anticipative

________ are defined as companies that satisfy the same customer need.

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

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.

An alternate way to increase sales volume is to expand the number of users by converting nonusers.

Who are the ideal opponents of a market challenger?

________ is a period of rapid market acceptance and substantial profit improvement.

Define a brand mantra and provide an example of a brand mantra.

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

Using the industry approach,competitors are defined as companies that satisfy the same customer need.

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

Selective price cuts,intense promotional blitzes,and occasional legal action are commonplace in the strategic design of a(n)________.

When Tommy Hilfiger was an unknown brand,advertising announced his membership as a great U.S.designer by associating him with Geoffrey Beene,Stanley Blacker,Calvin Klein,and Perry Ellis,who were recognized members of that category.Tommy Hilfiger conveyed the brand's category membership by ________.

A competitive point-of-parity negates competitors' perceived points-of-difference.

Encirclement attempts to capture a wide slice of territory by launching a grand offensive on several fronts.

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.

Which of the following is an example of channel differentiation?

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

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

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

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

________ are defined as companies that satisfy the same customer need.

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

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.

An alternate way to increase sales volume is to expand the number of users by converting nonusers.

Who are the ideal opponents of a market challenger?

________ is a period of rapid market acceptance and substantial profit improvement.

Define a brand mantra and provide an example of a brand mantra.

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

Using the industry approach,competitors are defined as companies that satisfy the same customer need.

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

Selective price cuts,intense promotional blitzes,and occasional legal action are commonplace in the strategic design of a(n)________.

When Tommy Hilfiger was an unknown brand,advertising announced his membership as a great U.S.designer by associating him with Geoffrey Beene,Stanley Blacker,Calvin Klein,and Perry Ellis,who were recognized members of that category.Tommy Hilfiger conveyed the brand's category membership by ________.

A competitive point-of-parity negates competitors' perceived points-of-difference.

Encirclement attempts to capture a wide slice of territory by launching a grand offensive on several fronts.

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.

Which of the following is an example of channel differentiation?

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

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

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

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