Question 1

The ________ copies some things from the leader but differentiates on packaging,advertising,pricing,or location.

Accepted Answer

A)  innovator 
B)  adapter 
C)  cloner 
D)  imitator 
E)  counterfeiter 
A)  innovator 
B)  adapter 
C)  cloner 
D)  imitator 
E)  counterfeiter

Question 2

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

Accepted Answer

A) True 
 B)False

Question 3

The result of positioning is the successful creation of ________,which provides a cogent reason why the target market should buy the product.

Accepted Answer

A)  an award-winning promotional campaign 
B)  a customer-focused value proposition 
C)  a demand channel 
D)  everyday low pricing 
E)  employee value proposition 
A)  an award-winning promotional campaign 
B)  a customer-focused value proposition 
C)  a demand channel 
D)  everyday low pricing 
E)  employee value proposition

Question 4

A firm that is based in France 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.

Accepted Answer

A)  customer-size 
B)  product 
C)  product-feature 
D)  job-shop 
E)  quality-price 
A)  customer-size 
B)  product 
C)  product-feature 
D)  job-shop 
E)  quality-price

Question 5

The key idea in successful nichemanship is specialization.Which of the following specialists would most closely be identified with the characterization of being an organization that limits its selling to one customer?

Accepted Answer

A)  end-user specialist 
B)  vertical-level specialist 
C)  customer-size specialist 
D)  specific-customer specialist 
E)  quality-price specialist 
A)  end-user specialist 
B)  vertical-level specialist 
C)  customer-size specialist 
D)  specific-customer specialist 
E)  quality-price specialist

Question 6

________ is the act of designing the company's offering and image to occupy a distinctive place in the minds of the target market.

Accepted Answer

A)  Positioning 
B)  Valuation 
C)  Pricing 
D)  Commercialization 
E)  Launching 
A)  Positioning 
B)  Valuation 
C)  Pricing 
D)  Commercialization 
E)  Launching

Question 7

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

Accepted Answer

A) True 
 B)False

Question 8

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

Accepted Answer

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

Question 9

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.

Accepted Answer

A)  feature improvement 
B)  quality improvement 
C)  style improvement 
D)  size improvement 
E)  technological improvement 
A)  feature improvement 
B)  quality improvement 
C)  style improvement 
D)  size improvement 
E)  technological improvement

Question 10

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

Accepted Answer

A) True 
 B)False

Question 11

Industrial tools claiming to have durability,and antacids announcing their efficacy convey a brand's category membership by ________.

Accepted Answer

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

Question 12

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

Accepted Answer

A)  high margin 
B)  low margin 
C)  high promotability 
D)  medium pricing 
E)  lower demand 
A)  high margin 
B)  low margin 
C)  high promotability 
D)  medium pricing 
E)  lower demand

Question 13

A marketing manager has planned a strategy that will require the organization to erect outposts to protect its weak front-running brands.In this ________ defense,the outposts will be central to the organization's new competitive strategy.

Accepted Answer

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

Question 14

A marketing manager has decided to "leapfrog" competition by moving into cutting-edge technologies.This indirect approach to attacking competition can be characterized as ________.

Accepted Answer

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

Question 15

Trendz Inc.is a leading brand of fashion clothing and accessories based in Houston.After gaining a strong foothold in the U.S.,the company wants to foray into foreign markets.The management at Trends knows that people residing in other countries are likely to have different tastes and preferences,so they may have to redesign some of their offerings.Which of the following strategies is Trendz using?

Accepted Answer

A)  market-penetration strategy 
B)  outsourcing strategy 
C)  geographic-expansion strategy 
D)  product differentiation strategy 
E)  ethnocentric strategy 
A)  market-penetration strategy 
B)  outsourcing strategy 
C)  geographic-expansion strategy 
D)  product differentiation strategy 
E)  ethnocentric strategy

Question 16

Which of the following types of differentiation refers to companies effectively designing their distribution medium's coverage,expertise,and performance to make buying the product easier and more enjoyable and rewarding?

Accepted Answer

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

Question 17

Sally Seabrook is an up-and-coming marketing manager for a large department store chain.Ms.Seabrook has distinguished herself with bold strategies such as launching attacks on her primary competitor from several fronts,including advertising,new store openings,and new distributor alliances.Which of the following market challenger attack strategies is Ms.Seabrook using to attack her competition?

Accepted Answer

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

Question 18

Which three groups of marketers help satisfy a customer's needs?

Accepted Answer

In satisfying customer needs,one can dra

Question 19

With respect to positioning,explain points-of-parity and points-of-difference.

Accepted Answer

Points-of-difference (PODs)are attribute

Question 20

Which of the following is true about proactive marketing?

Accepted Answer

A)  A company needs creative anticipation to see the writing on the wall. 
B)  Proactive companies create new offers to serve unmet and unknown consumer needs. 
C)  Proactive companies refrain from practicing uncertainty management. 
D)  A company needs responsive anticipation to devise innovative solutions. 
E)  Companies are winners when they are extremely risk-averse. 
A)  A company needs creative anticipation to see the writing on the wall. 
B)  Proactive companies create new offers to serve unmet and unknown consumer needs. 
C)  Proactive companies refrain from practicing uncertainty management. 
D)  A company needs responsive anticipation to devise innovative solutions. 
E)  Companies are winners when they are extremely risk-averse.

The ________ copies some things from the leader but differentiates on packaging,advertising,pricing,or location.

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

The result of positioning is the successful creation of ________,which provides a cogent reason why the target market should buy the product.

A firm that is based in France 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.

The key idea in successful nichemanship is specialization.Which of the following specialists would most closely be identified with the characterization of being an organization that limits its selling to one customer?

________ is the act of designing the company's offering and image to occupy a distinctive place in the minds of the target market.

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

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

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.

Industrial tools claiming to have durability,and antacids announcing their efficacy convey a brand's category membership by ________.

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

A marketing manager has planned a strategy that will require the organization to erect outposts to protect its weak front-running brands.In this ________ defense,the outposts will be central to the organization's new competitive strategy.

A marketing manager has decided to "leapfrog" competition by moving into cutting-edge technologies.This indirect approach to attacking competition can be characterized as ________.

Which of the following types of differentiation refers to companies effectively designing their distribution medium's coverage,expertise,and performance to make buying the product easier and more enjoyable and rewarding?

Which three groups of marketers help satisfy a customer's needs?

With respect to positioning,explain points-of-parity and points-of-difference.

Which of the following is true about proactive marketing?

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

The ________ copies some things from the leader but differentiates on packaging,advertising,pricing,or location.

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

The result of positioning is the successful creation of ________,which provides a cogent reason why the target market should buy the product.

A firm that is based in France 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.

The key idea in successful nichemanship is specialization.Which of the following specialists would most closely be identified with the characterization of being an organization that limits its selling to one customer?

________ is the act of designing the company's offering and image to occupy a distinctive place in the minds of the target market.

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

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

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.

Industrial tools claiming to have durability,and antacids announcing their efficacy convey a brand's category membership by ________.

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

A marketing manager has planned a strategy that will require the organization to erect outposts to protect its weak front-running brands.In this ________ defense,the outposts will be central to the organization's new competitive strategy.

A marketing manager has decided to "leapfrog" competition by moving into cutting-edge technologies.This indirect approach to attacking competition can be characterized as ________.

Which of the following types of differentiation refers to companies effectively designing their distribution medium's coverage,expertise,and performance to make buying the product easier and more enjoyable and rewarding?

Which three groups of marketers help satisfy a customer's needs?

With respect to positioning,explain points-of-parity and points-of-difference.

Which of the following is true about proactive marketing?

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