Exam 9: Crafting the Brand Positioning and Competing Effectively

Tasteeos,Fruit Rings,and Corn Flakes sell for nearly $1 a box less than leading cereal brands.Which market follower strategy is being employed by the cereal manufacturer?

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

All marketing strategy is built on segmentation,targeting,and positioning.

If your company,which is a market follower,was labeled as an imitator,what would its primary strategies for meeting competition be?

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

In ________,the market leader stretches its domain over new territories that can serve as future centers for defense and offense.

Guerrilla attacks consist of small,intermittent attacks,conventional and unconventional,including selective price cuts,intense promotional blitzes,and occasional legal action.

________ refers to the products or sets of products with which a brand competes and which function as close substitutes.

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

A firm that is willing to maintain its market share,and not attack the leader and other competitors in an aggressive bid for further market share,is known as a ________.

Which of the following is true about market-nichers?

Dayton,Ohio--based Iams found success selling premium pet food through regional veterinarians,breeders,and pet stores.This is an example of ________ differentiation.

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

Which are the three ways to change the course for a brand?

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

Points-of-parity are important while designing brand mantras for brands facing ________.

________ defense involves occupying the most desirable market space in the minds of the consumers and making the brand almost impregnable.

A company which can differentiate itself by designing a better and faster delivery system that provides more effective and efficient solutions to consumers is most likely using ________ differentiation.

Which of the following is an example of image differentiation?

In a ________ defense strategy,the market leader can meet the attacker frontally and hit its flank,or launch a pincer movement so that its forced to pull back to defend itself.