Question 1

In contraction defense,the leader stretches its domain over new territories through market broadening and market diversification.

Accepted Answer

A) True 
 B)False

Question 2

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

Accepted Answer

To sustain rapid market share growth now

Question 3

A firm that serves small market segments that are not being served by bigger firms is known as a ________.

Accepted Answer

A)  market challenger 
B)  market leader 
C)  market follower 
D)  market nicher 
E)  market entrant 
A)  market challenger 
B)  market leader 
C)  market follower 
D)  market nicher 
E)  market entrant

Question 4

Firms with low shares of the total market can become highly profitable through smart niching.

Accepted Answer

A) True 
 B)False

Question 5

Which of the following terms is most closely associated with the statement: "attributes or benefits consumers strongly associate with a brand,positively evaluate,and believe that they could not find to the same extent with a competitive brand"?

Accepted Answer

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

Question 6

The marketing manager of a firm that manufactures cotton cloth has chosen the bypass attack as a means of responding to an industry leader.How will the manager go about launching this type of attack?

Accepted Answer

The bypass attack is an indirect assault

Question 7

BMW positioned itself as the only automobile that offered both luxury and performance.At that time,consumers saw U.S.luxury cars as lacking performance.It was able to achieve a point-of-difference on performance and a point-of-parity on luxury with respect to U.S.luxury cars like Cadillac.This is an example of ________.

Accepted Answer

A)  straddle positioning 
B)  category-based positioning 
C)  need-based positioning 
D)  noncomparitive positioning 
E)  price-quality positioning 
A)  straddle positioning 
B)  category-based positioning 
C)  need-based positioning 
D)  noncomparitive positioning 
E)  price-quality positioning

Question 8

Amani,a company that manufactures cloth for suits,strives to be equal to Armani in product design,brand name,and product packaging.This is an example of ________.

Accepted Answer

A)  innovating 
B)  adapting 
C)  imitating 
D)  cloning 
E)  counterfeiting 
A)  innovating 
B)  adapting 
C)  imitating 
D)  cloning 
E)  counterfeiting

Question 9

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.

Accepted Answer

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

Question 10

The TelePizza chain,which operates in Europe and Latin America,has copied Domino's service model but maintains differentiation in terms of location.TelePizza is an example of a(n)________.

Accepted Answer

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

Question 11

A responsive marketer looks ahead to needs customers may have in the near future.

Accepted Answer

A) True 
 B)False

Question 12

The brand must demonstrate ________,for it to function as a true point-of-difference.

Accepted Answer

A)  clear superiority on an attribute or benefit 
B)  clear profitability to the company 
C)  clear similarity to the attributes of other brands 
D)  technological advances for an attribute or benefit 
E)  exploitation of competitors' weakness 
A)  clear superiority on an attribute or benefit 
B)  clear profitability to the company 
C)  clear similarity to the attributes of other brands 
D)  technological advances for an attribute or benefit 
E)  exploitation of competitors' weakness

Question 13

Describe the three strategies that are necessary for a market leader to accomplish to stay on top.

Accepted Answer

The three primary strategies that may be

Question 14

As a marketing manager,which of the following would be the best purpose for your organization's competitive points-of-parity?

Accepted Answer

A)  to point out competitors' points-of-difference 
B)  to emphasize competitors' points-of-difference 
C)  to rationalize competitors' perceived points-of-difference 
D)  to globalize competitors' perceived points-of-difference 
E)  to negate competitors' perceived points-of-difference 
A)  to point out competitors' points-of-difference 
B)  to emphasize competitors' points-of-difference 
C)  to rationalize competitors' perceived points-of-difference 
D)  to globalize competitors' perceived points-of-difference 
E)  to negate competitors' perceived points-of-difference

Question 15

As a(n)________,BurgerJacks,a fast food chain selling low-price burgers,has differentiated on location by setting up base in the Middle East,a market which the current leader of the industry McDonalds has yet not exploited.

Accepted Answer

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

Question 16

What is fashion?

Accepted Answer

Fashion is one of the three special cate

Question 17

Assume that you are the marketing manager of a firm that manufactures athletic shoes.How will you launch an encirclement attack on your competitor?

Accepted Answer

Encirclement attempts to capture a wide

Question 18

Which of the following ways to conveying a brand's category membership relates to well-known, noteworthy brands in a category helping a brand specify its category membership?

Accepted Answer

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

Question 19

The cost of buying higher market share through acquisition may far exceed its revenue value.Which are the four factors a company should consider before doing so?

Accepted Answer

The four factors to be considered before

Question 20

________ are visual representations of consumer perceptions and preferences.

Accepted Answer

A)  procedural maps 
B)  brain maps 
C)  perceptual maps 
D)  procedural models 
E)  cognitive maps 
A)  procedural maps 
B)  brain maps 
C)  perceptual maps 
D)  procedural models 
E)  cognitive maps

In contraction defense,the leader stretches its domain over new territories through market broadening and market diversification.

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

A firm that serves small market segments that are not being served by bigger firms is known as a ________.

Firms with low shares of the total market can become highly profitable through smart niching.

Which of the following terms is most closely associated with the statement: "attributes or benefits consumers strongly associate with a brand,positively evaluate,and believe that they could not find to the same extent with a competitive brand"?

The marketing manager of a firm that manufactures cotton cloth has chosen the bypass attack as a means of responding to an industry leader.How will the manager go about launching this type of attack?

Amani,a company that manufactures cloth for suits,strives to be equal to Armani in product design,brand name,and product packaging.This is an example of ________.

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.

The TelePizza chain,which operates in Europe and Latin America,has copied Domino's service model but maintains differentiation in terms of location.TelePizza is an example of a(n)________.

A responsive marketer looks ahead to needs customers may have in the near future.

The brand must demonstrate ________,for it to function as a true point-of-difference.

Describe the three strategies that are necessary for a market leader to accomplish to stay on top.

As a marketing manager,which of the following would be the best purpose for your organization's competitive points-of-parity?

As a(n)________,BurgerJacks,a fast food chain selling low-price burgers,has differentiated on location by setting up base in the Middle East,a market which the current leader of the industry McDonalds has yet not exploited.

What is fashion?

Assume that you are the marketing manager of a firm that manufactures athletic shoes.How will you launch an encirclement attack on your competitor?

Which of the following ways to conveying a brand's category membership relates to well-known, noteworthy brands in a category helping a brand specify its category membership?

The cost of buying higher market share through acquisition may far exceed its revenue value.Which are the four factors a company should consider before doing so?

________ are visual representations of consumer perceptions and preferences.

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

In contraction defense,the leader stretches its domain over new territories through market broadening and market diversification.

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

A firm that serves small market segments that are not being served by bigger firms is known as a ________.

Firms with low shares of the total market can become highly profitable through smart niching.

Which of the following terms is most closely associated with the statement: "attributes or benefits consumers strongly associate with a brand,positively evaluate,and believe that they could not find to the same extent with a competitive brand"?

The marketing manager of a firm that manufactures cotton cloth has chosen the bypass attack as a means of responding to an industry leader.How will the manager go about launching this type of attack?

Amani,a company that manufactures cloth for suits,strives to be equal to Armani in product design,brand name,and product packaging.This is an example of ________.

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.

The TelePizza chain,which operates in Europe and Latin America,has copied Domino's service model but maintains differentiation in terms of location.TelePizza is an example of a(n)________.

A responsive marketer looks ahead to needs customers may have in the near future.

The brand must demonstrate ________,for it to function as a true point-of-difference.

Describe the three strategies that are necessary for a market leader to accomplish to stay on top.

As a marketing manager,which of the following would be the best purpose for your organization's competitive points-of-parity?

As a(n)________,BurgerJacks,a fast food chain selling low-price burgers,has differentiated on location by setting up base in the Middle East,a market which the current leader of the industry McDonalds has yet not exploited.

What is fashion?

Assume that you are the marketing manager of a firm that manufactures athletic shoes.How will you launch an encirclement attack on your competitor?

Which of the following ways to conveying a brand's category membership relates to well-known, noteworthy brands in a category helping a brand specify its category membership?

The cost of buying higher market share through acquisition may far exceed its revenue value.Which are the four factors a company should consider before doing so?

________ are visual representations of consumer perceptions and preferences.

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