1.       A __________ seeks to have the brand own a place in the eyes and mind of the buyer and the product be distinguished from the products of the competition.

Market target

Strategic market

Customer relationship strategy

Positioning strategy

 

2.       ___________ offers a company the opportunity to focus its business on the requirements of one or more groups of buyers

    Strategic marketing

    Corporate strategy

    Market segmentation

    Corporate responsiveness

3) __________ is the process of identifying and analyzing sub-groups of buyers in a product-market with similar response characteristics.

    Audience management

    Market segmentation

    One-size-fits-all

    Product differentiation

4) ___________ consists of planning, implementing and controlling an organization's communications to its customers and other target audiences.

    Advertising

    Promotion

    Sales promotion

    Personal selling

 

5)Commercial air travel provides an interesting example also of the creation of new corporate __________ through strategic alliances, where the alliance becomes the identity such as the one world alliance, separate from the names of the two alliance partners, British Airways and American Airlines.

    Brands

    Organization

    Resource

    Strategy

6) The __________ process provides an estimate of the profitability of a customer during the time span of the relationship.

    Customer net sales

    Customer recent profitability

    Customer lifetime value

    Net present value

7) The role of pricing often depends on how other components such as, advertising, sales promotion and distribution in the __________ are used.

    Competitive strategy

    Financial performance

    Signal to the buyer

    Marketing program

8) __________ include attitudes, brand awareness and brand preference.

    Demographic variables

    Purchase behavior

    Buyers needs and preferences

    Use situation variables

9) __________ track(s) advertising expenditures and sales results before, during and after an advertising campaign.

    Longitudinal studies

    Test marketing

    Analyzing historical data

    Recall tests

 

10) The differences in buyers according to how they use products, the needs and preferences that the products satisfy and their consumption patterns create __________.

    Product differentiation

    One-size-fits-all

    Audience management

    Market segments

11)__________ consists of any form of non-personal communication concerning an organization, product or idea that is paid for by a specific sponsor. The sponsor makes payment for the communication via one or more forms of media (e.g., television, radio, magazine, newspaper, online).

    Sales promotion

    Advertising

    Promotion

    Personal selling

12) Not acknowledging or responding to the threats and requirements of ___________ is the real danger. Even in markets assumed to be stable, innovation can quickly alter market space.

    Commodization of product designs

    Fast changing markets

    Disruptive innovation

    Creation of new market space

13) Low prices may be used to gain sales and __________.

    Stimulate demand

    Gain market share

    Achieve financial performance

    Create product positioning

14) A ___________ is described by characteristics of people including why they buy and their preferences for brands of products.

    Market segment

    Corporate capability

    Strategic marketing objective

    Customer relationship management system

15) __________ provide(s) simpler and less costly ways to match the value requirements offered by the products of incumbent firms serving the market.

    Creation of new market space

    Commodization of product designs

    Fast changing markets

    Disruptive innovation

16) __________ consist(s) of deciding the scope and purpose of the business, the objectives and the resources necessary to achieve the objectives.

    Customer relationship management

    Corporate strategy

    Market sensing

    Business and marketing strategy

17) The ___________ is the configuration of distribution channels linking with end-users.

    Distribution strategy

    Retail strategy

    Digital channels

    Value chain

18) The flat, flexible __________ offer several advantages in implementation, since they encourage inter-functional cooperation and communication. These types are responsive to changing conditions.

    Communications

    Plans

    Organization designs

    Incentives

19) _________ occurs when a product offering is perceived by the buyer as different from the competition on any physical or nonphysical product characteristic, including price.

    Routine

    Product differentiation

    Low-involvement

    High-involvement

20) __________ measure(s) consumers' awareness of specific ads and campaigns by asking questions to determine if a sample of people remembers an ad.

    Recall tests

    Longitudinal studies

    Analyzing historical data

    Test marketing

21) Which of these initiatives would not be part of customer relationship management?

    Sales force productivity

    Customer service and automated call centers

    Automated customer contact systems

    Recall market research

22) A PEST Analysis of the macro-environment includes a review of

    Product, Economy, Segmentation, Targeting, and Loyalty issues

    Product, Economic, Social, Technological, and Legal issues

    Political, Economic, Social, Technological, and Legal issues

    Positioning, Economic, Strategy, Technological, and Loyalty issues

23) What defines the corporation and what provides guidelines for managing the corporation is __________?

    Corporate vision

    Corporate strategy

    Customer relationship management

    Business and marketing strategy

24) Reasons for conducting a(n) ___________ include: starting an evaluation program, corporate restructuring, entry into new product and market areas, acquisitions and the impact of Internet-based business models.

    Strategic marketing audit

    Balanced scorecard

    Communications plan

    Internal marketing plan

25) The product, distribution, price and promotion strategy components are the marketing __________.

    Relationship

    Mix

    Target

    Idea

26) Whole Foods Market, Inc. provides products that appeal to middle class buyers who have strong value preferences for natural foods and are willing to pay premium prices for the products that are not often available from other grocery retailers. This group of people is Whole Foods' ______.

    Brand centers

    Market target

    Mass market

    Communications group

27) Defining the __________ is(are) (a) critical factor(s) that can be difficult to discern since it is easy to confuse symptoms with causes.

    Performance gap

    Dashboard gap

    Computer gap

    Problems and opportunities

 

28) BMW's __________ for the new Mini, as a life-style vehicle, included describing the care as quintessentially cool with its biggest selling point being its individualistic appeal.

    Market targeting

    Value requirements

    Segmentation design

    Positioning strategy

29) A __________ name, term, design, symbol or any other feature that identifies one seller's good or service as distinct from those of other sellers.

    Product

    Identity

    Trademark

    Brand

30) Companies will use a __________ to contact and deliver product to the market target buyers.

    New idea strategy

    Product strategy

    Relationship strategy

    Value-chain strategy

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