Exam 11: Dealing with Competition

One of the market leader strategies for expanding the total market is to focus on more usage.Two avenues are open for doing this: increasing the frequency of consumption or ________.

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

Avon became a major cosmetics company by perfecting door-to-door selling instead of battling other cosmetic firms in conventional stores.This is an example of which of the following specific market challenger attack strategies

A ________ is another name for identifying shifts in market segments that are causing gaps to develop,then rushing in to fill the gaps and develop them into strong segments.

The encirclement attack by a market challenger consists of waging small,intermittent attacks to harass and demoralize the opponent and eventually secure permanent footholds.

Because market followers avoid stealing competitors' customers and instead copy the leader and present similar offers to buyers,market followers do not need to develop strategies.

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

The first step that a market challenger must take in establishing its stance against competitors is to define its strategic objective.

In general,a company should monitor the following variables when analyzing competitors: ________,share of heart,and share of market.

Each marketing manager needs to be aware of the industry in which they compete.Industries can be classified according to all of the following EXCEPT ________.

The frontal attack by a market challenger looks for weak spots on the fringe of the opponent's defenses because these are natural targets.

Larger package sizes have been shown to increase the amount of product that consumers use at one time.This is an example of increasing sales through increasing the amount of consumption.

The ________ in a given marketplace has the largest market share in the relevant product market and usually leads other firms in price changes,new-product introductions,distribution coverage,and promotional intensity.

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

According to attack strategies available to the market challenger,the ________ can be used when the challenger spots areas where the opponent is underperforming.

Patterns of ________ are common in capital-intensive,homogeneous-product industries,where competitors present similar offers to buyers and market shares show high stability.

________ become market leaders through superior value delivery of unmet-and maybe even unknown-consumer needs.

What factors contribute to increasing the bargaining power of buyers

Share of market is the percentage of customers who named the competitor in responding to the statement,"Name the first company that comes to mind in this industry."

When Starbucks introduced its Tazo Tea line to bring in new customers who had never gone to Starbucks because they don't drink coffee,Starbucks was employing a ________ strategy