chapter 18 - creating competitive advantage

112) Which of the following conditions would enable higher market share to produce higher profits? A) when unit costs drop as market share increases B) when unit costs increase as market share increases C) when production volume drops as market share increases D) when production volume remains unaltered as market share increases E) when the company fails to break even

A) when unit costs drop as market share increases

16) A company that pursues ________ will react much more strongly to a competitor's cost reducing manufacturing breakthrough than to the same competitor's advertising increase. A) product differentiation B) low-cost leadership C) customer intimacy D) a middle-of-the-roaders strategy E) product leadership

B) low-cost leadership

11) Nintendo, producer of the Wii video game console, might define its competitors as other makers of physically interactive video games. But from a(n) ________ point of view, it would include all firms making physically interactive recreational products. A) industry B) market C) segment D) niche E) interdependent

B) market

90) If a company's aim is to make its own and competing products obsolete and serve customers who want state-of-the-art products and services, it is using a value discipline called ________. A) overall cost leadership B) product activation C) product binning D) product leadership E) customer intimacy

D) product leadership

107) Profitability increases as a business gains share relative to competitors in its ________. A) higher market B) direct market C) secondary market D) served market E) valued market

D) served market

119) Which of the following is most critical for successful niching? A) catering to global markets B) buzz marketing C) follow-up D) specialization E) mass appeal of one idea

D) specialization

18) Companies need to know each competitor's product quality, features, and mix; customer services; pricing policy; distribution coverage; sales force strategy; and advertising and sales promotion programs. These are all the dimensions that identify ________ groups within the industry. A) target B) focus C) control D) strategic E) experimental

D) strategic

85) Which of the following are value discipline strategies? A) operational excellence, overall cost leadership, and differentiation B) customer intimacy, operational excellence, and focus C) employee relations, product leadership, and overall cost leadership D) product leadership, customer intimacy, and focus E) operational excellence, customer intimacy, and product leadership

E) operational excellence, customer intimacy, and product leadership

109) Although it might seem that the market leader has the most going for it, challengers often have what some strategists call a ________. The challenger observes what has made the leader successful and improves upon it. A) "marketing myopia" B) "second mover advantage" C) "absolute advantage" D) "blue ocean strategy" E) "red ocean strategy"

B) "second mover advantage"

9) Fosters and Mason House, two major coffee brands, competed neck and neck based on their product attributes and price promotions. They were soon blindsided by the arrival of Starcoffeez, which focused more on the coffee experience rather than the coffee. This resulted in major losses for the two companies. This is an example of ________. A) self-competition B) competitor myopia C) competitor backlinking D) marketing myopia E) perfect competition

B) competitor myopia

138) A company can become so ________ centered that it loses its even more important focus on maintaining profitable ________ relationships. A) customer; competitor B) competitor; customer C) market; customer D) market; competitor E) competitor; product

B) competitor; customer

77) When Gary Hirshberg started the Stonyfield Farm yogurt company, he stated that his company could do better with less advertising, less marketing research, and more guerrilla marketing. He came up with innovative marketing ideas to promote his products such as having sales personnel dress up as large yogurt cartons to distribute free yogurt samples. Which of the following marketing strategies was being implemented by Hirshberg? A) formulated marketing B) entrepreneurial marketing C) ambush marketing D) undercover marketing E) intrepreneurial marketing

B) entrepreneurial marketing

19) In the audio equipment industry, Philips and Sony belong to the same ________. A) target group B) strategic group C) experimental group D) control group E) focus group

B) strategic group

72) Strategies that strongly position a company against competitors and that give the company the best possible strategic advantage are ________ strategies. A) competitor analysis B) customer relationship C) competitive marketing D) competitive relationship E) customer identification

C) competitive marketing

104) Market leaders can expand the market by ________ and more usage of the product. A) identifying competitors B) initiating monopolistic practices C) developing new users D) ensuring users adhere to higher standards E) initiating new rules for product users

C) developing new users

76) Most companies are started by individuals who live by their wits. They visualize an opportunity, take risks, and knock on every door to gain attention. Which of the following stages in marketing strategy is being illustrated here? A) exponential marketing B) formulated marketing C) entrepreneurial marketing D) affinity marketing E) ambush marketing

C) entrepreneurial marketing

143) Greener-grass Inc. is a lawn care company providing landscaping and lawn maintenance services to customers in and around Kansas City. The marketing team at Greener-grass carefully tracks the moves of competing companies, watching for shifting strategies and new promotions. The marketing team is also in constant touch with customers, using surveys and other feedback methods to find out what kind of services customers value the most. Greener-grass is most accurately described as having a ________ orientation. A) market B) product C) customer D) competitor E) leadership

A) market

13) From an industry point of view, Universal Pictures film studio might see its competition as ________. A) West End theatre B) Columbia Pictures C) Tomorrowland D) Summerfest E) HarperCollins

B) Columbia Pictures

78) As small companies achieve success, they inevitably move toward more ________ marketing. They adopt more-developed marketing tools and adhere to them closely. A) ambush B) formulated C) entrepreneurial D) intrepreneurial E) multi-level

B) formulated

83) Companies that pursue a clear strategy will likely perform well. Firms that do not pursue a clear strategy are called ________. A) jack-of-all-trades B) middle-of-the-roaders C) niches D) red oceans E) laggards

B) middle-of-the-roaders

39) The competitive intelligence system continuously collects information from the field through ________. A) government publications B) online monitoring C) speeches D) online databases E) market surveys

B) online monitoring

2) The first step in initiating competitive marketing strategies is to ________. A) balance customer and competitor orientations B) design broad competitive marketing strategies C) assess long-term organizational objectives D) conduct competitor analysis E) conduct transaction analysis

D) conduct competitor analysis

106) Which of the following is the best response a company can make to competitive threats? A) continuous innovation B) surrender to the competitor C) exit from the market D) divestment E) globalization

A) continuous innovation

25) An analysis conducted to determine what benefits target customers value and how they rate the relative value of various competitors' offers is known as ________. A) customer lifetime value B) customer value analysis C) quantitative analysis D) brand value proposition E) benchmarking

B) customer value analysis

37) Tomorrow's leading companies will succeed by seeking out unoccupied positions in uncontested market spaces. Such strategic moves, termed ________, create powerful leaps in value for both the firm and its buyers, creating new demand for new products. A) customer lifetime value B) customer equity C) value innovation D) market segmentation E) customer intimacy

C) value innovation

141) A company that focuses on customer developments in designing its marketing strategies and on delivering superior value to its target customers is a ________ company. A) market-centered B) cost-centered C) competitor-centered D) customer-centered E) product-centered

D) customer-centered

117) Whereas the mass marketer achieves ________, the nicher achieves ________. A) low margins; low volume B) low volume; high margins C) high volume; high margins D) high volume; low margins E) high margins; high volume

C) high volume; high margins

86) When a company provides superior value by leading its industry in price and convenience, it has obtained ________. A) product leadership B) focus C) operational excellence D) customer intimacy E) differentiation

C) operational excellence

8) Kodak's film business didn't lose out to direct competitor Fujifilm; it lost out to Sony, Canon, and other digital camera makers, along with a host of digital image developers and online image sharing services. This is an example of ________. A) a blue ocean strategy B) competitor backlinking C) self-competition D) competitor myopia E) marketing myopia

D) competitor myopia

10) From a(n) ________ point of view, Pepsi might see its competition as Coca-Cola, Dr Pepper, 7UP, and the makers of other soft drink brands. From a(n) ________ point of view, however, the customer really wants "thirst quenching." A) market; industry B) market; consumer C) industry; competitive D) industry; market E) company's; consumer's

D) industry; market

108) ________ can adopt one of two competitive strategies: they can challenge the leader or they can play along with competitors and not rock the boat. A) Runner-up firms B) Market nichers C) Global investors D) Localized marketers E) Market developers

A) Runner-up firms

Refer to the scenario below to answer the following question(s). Essential-Beauty is a rapidly growing firm that manufactures women's makeup, perfumes, and nail-care products. The company has established itself as a high-end cosmetic product brand available at most national drug stores. In the past, almost all of the advertising for Essential-Beauty has been in women's fashion magazines. The firm is now launching a new line of skin care products, ranging from facial cleansers to body lotion. These products are designed to be marketed to a broader audience, so the marketing team is exploring the effectiveness of different promotional mixes. 40) Essential-Beauty considers one of its most important competitors to be Look-Lovely, another marketer of high-end makeup and skin care products sold in drug stores. Based on this, it is most accurate to say that Look-Lovely and Essential-Beauty are both ________. A) niche marketers B) in the same strategic group C) distant competitors D) overall cost leaders E) market followers 41) Essential-Beauty e-mailed a survey to a group of its most frequent, loyal customers. The survey asked what makeup and skin care characteristics were most important to them. The company's marketing staff then ranked the performance of Essential-Beauty products in each of these categories. Essentials was conducting a(n) ________. A) customer lifetime value survey B) entrepreneurial marketing strategy C) intrepreneurial marketing strategy D) customer value proposition E) customer value analysis 122) Before deciding to launch the new line of products, Essential-Beauty conducted extensive market research to make sure the products were optimally positioned. A complete marketing plan including mobile advertising, magazine advertising, event sponsorship, and sales promotions was established long before the products themselves were ready for market. In this case, Essential-Beauty was using ________. A) cost leadership B) entrepreneurial marketing C) intrepreneurial marketing D) formulated marketing E) operational excellence

40) B) in the same strategic group 41) E) customer value analysis 122) D) formulated marketing

73) Which of the following statements is true of the approaches to marketing strategy? A) Intrepreneurial marketing applies to companies that sometimes lose their marketing creativity and passion that they had at the start. B) As small companies achieve success, they inevitably move away from more-formulated marketing. C) Within a company, a single strategy exclusively applies to all different businesses and products. D) Formulated marketing seldom involves developing formal marketing strategies and adhering to them closely. E) Formulated marketing encourages more marketing initiative and "intrepreneurship" at the local level.

A) Intrepreneurial marketing applies to companies that sometimes lose their marketing creativity and passion that they had at the start.

15) Each competitor has a mix of objectives. The company wants to know the relative importance that a competitor places on all of the following EXCEPT ________. A) company history B) current profitability C) market share growth D) cash flow E) technological leadership

A) company history

1) Gaining ________ requires delivering more value and satisfaction to target consumers than competitors do. A) competitive advantage B) first-mover advantage C) economies of scale D) comparative advantage E) differentiation

A) competitive advantage

32) What is most likely a strategic benefit of the existence of competitors? A) Competitors seldom lead to product differentiation. B) Competitors help legitimize new technologies. C) Competitors exclusively serve more-attractive segments. D) Competitors fracture the target market. E) Competitors decrease the total demand.

B) Competitors help legitimize new technologies.

95) Fifty percent of the market is in the hands of Company A, 30 percent is in the hands of Company B, 15 percent is in the hands of Company C, and the remaining 5 percent is in the hands of Company D. Based on these hypothetical numbers, Company B is the market ________. A) leader B) challenger C) follower D) nicher E) maven

B) challenger

4) To plan effective marketing strategies, a company needs to find out all it can about its competitors. It must constantly compare its marketing strategies, products, prices, channels, and promotions with those of close competitors. This is an example of ________. A) blue ocean strategy B) competitor analysis C) organizational evaluation D) perfect competition E) quantitative analysis

B) competitor analysis

82) Porsche is a German automobile manufacturer that competes against BMW and Audi, but only in the sports car and SUV segments of the automobile market. Porsche utilizes a(n) ________ strategy. A) overall cost leadership B) focus C) middle-of-the-roaders D) market segmentation E) blue ocean

B) focus

74) Companies that operate large marketing departments, conduct expensive marketing research, spell out elaborate competitive strategies, and spend huge sums on advertising are using ________ marketing strategies. A) informal B) formulated C) entrepreneurial D) intrepreneurial E) blue ocean

B) formulated

102) The market leader normally gains the most when ________. A) its total market diminishes B) it achieves expanded market share C) its personal communication channels expand D) the niche marketing efforts by other firms expand E) the major global competitors enter the market

B) it achieves expanded market share

118) Computer mouse and interface device maker AdvTechPRO is only a fraction the size of software giant Terminal Time Software Inc. AdvTechPRO manufactures every variation of computer mouse imaginable (for left-handed people, wireless mice, shaped like actual mice, LED mice, etc.). Through skillful ________, the firm dominates the PC mouse market, with Terminal Time Software as its runner up. A) centralization techniques B) niching C) brand imaging D) vertical integration E) benchmarking

B) niching

71) A competitor analysis requires the assessment of all of the following EXCEPT the competitors' ________. A) objectives B) organizational hierarchy C) strategies D) strengths and weaknesses E) reaction patterns

B) organizational hierarchy

139) Which of the following is a positive aspect of a competitor-centered company? A) It carries out its own customer relationship strategy. B) It bases its own moves on competitors' moves. C) It searches out competitors' weaknesses. D) It concentrates its resources on delivering superior value to target customers. E) It ends up seeking innovative ways to create more value for customers.

C) It searches out competitors' weaknesses.

28) If a company's offer delivers greater value by exceeding the competitor's offer on important attributes, the company can charge a higher price and ________, or it can charge the same price and ________. A) earn lower profits; gain higher profits B) earn higher profits; lose profits C) earn higher profits; gain more market share D) lose profits; gain more market share E) lose profits; gain higher profits

C) earn higher profits; gain more market share

100) Which of the following are market challenger strategies? A) expand total market and protect market share B) expand market share and follow closely C) full frontal attack and indirect attack D) follow closely and follow at a distance E) multiple niching and quality service

C) full frontal attack and indirect attack

116) Market niching is profitable because the company ________. A) copies or improves on the leader's products and programs, usually with much less investment B) bears the cost of developing new products and markets, expanding distribution, and educating the market C) knows the needs of the target customer segment better than other firms that casually attempt to sell to the same segment D) either keeps its manufacturing costs and prices low or its product quality and services high E) can achieve economies of scale much faster by selling the same product to the global market

C) knows the needs of the target customer segment better than other firms that casually attempt to sell to the same segment

110) A market challenger that matches the competitor's product, advertising, price, and distribution efforts is most likely ________. A) creating multiple niches B) pursuing an indirect attack C) launching a full frontal attack D) exiting from the current market E) implementing a blue ocean strategy

C) launching a full frontal attack

33) An industry often contains "good" and "bad" competitors. Good competitors ________. A) break the rules of fair competition B) ensure minimum competition between firms C) play by the rules of the industry D) typically dominate the market E) share their marketing strategies with other firms

C) play by the rules of the industry

91) Samsung and Apple actively generate new ideas, relentlessly pursue new solutions, and quickly work to get new products to market. They serve customers who want state-of-the-art products and services, regardless of the costs in terms of price or inconvenience. Which of the following value disciplines is illustrated from this example? A) operational excellence B) customer intimacy C) product leadership D) product activation E) product binning

C) product leadership

20) Country Kitchen and Perkins are both a chain of family restaurants featuring diner-like menus with reasonably priced items. These companies are in the same ________. A) focus group B) control group C) strategic group D) target group E) experimental group

C) strategic group

30) A company's close competitors are ________. A) considered "bad" competitors B) a serious threat and hence, must be attacked rather than ignored C) those that most resemble the company's operations D) typically ignored as they seldom pose any threat E) the sole focus of successful companies

C) those that most resemble the company's operations

27) A market research firm conducts a survey of soft-drink consumers to assess Pepsi's and Coke's strengths and weaknesses in attributes valued by both company's target customers. The market research firm is using a(n) ________. A) customer lifetime value estimation B) global marketing strategy C) competitive marketing strategy D) customer value analysis E) blue ocean strategy

D) customer value analysis

105) Lovelies is the leading workout and fitness center for women. The regional chain of gyms has traditionally catered to women age 40 and older who are interested in strength and cardiovascular training. Lovelies has recently begun promotions to bring younger women into its gyms. This is an example of how the market leader ________. A) competes with mature products B) changes its product line C) develops new rules D) develops new users E) increases competition

D) develops new users

75) What are the stages that the approaches to marketing strategy and practice usually pass through? A) ambush marketing, multi-level marketing, and guerrilla marketing B) guerrilla marketing, ambush marketing, and affinity marketing C) multi-level marketing, undercover marketing, and evangelism marketing D) entrepreneurial marketing, formulated marketing, and intrepreneurial marketing E) undercover marketing, affinity marketing, and ambush marketing

D) entrepreneurial marketing, formulated marketing, and intrepreneurial marketing

103) Marketers can expand markets by discovering and promoting ________. A) subliminal points of interest B) the deficiencies of competitors C) subtle advantages of the product D) new uses of the product E) green technologies

D) new uses of the product

98) Fifty percent of the market is in the hands of Company A, 30 percent is in the hands of Company B, 15 percent is in the hands of Company C, and the remaining 5 percent is in the hands of Company D. Based on these hypothetical numbers, Company D is the market ________. A) leader B) challenger C) follower D) nicher E) maven

D) nicher

80) According to Michael Porter, what are three effective competitive positioning strategies? A) middle-of-the-roaders, focus, and overall cost leadership B) focus, differentiation, and middle-of-the-roaders C) overall cost leadership, differentiation, and middle-of-the-roaders D) overall cost leadership, differentiation, and focus E) differentiation, market segmentation, and focus

D) overall cost leadership, differentiation, and focus

101) To remain number one, leading firms can take any of three actions. First, they can find ways to expand total demand. Second, they can protect their current market share through good defensive and offensive actions. Third, they can ________. A) focus exclusively on divestment B) evaluate current employees and reduce costs through downsizing C) run smaller companies out of business, causing them to sell out to larger firms D) try to expand their market share further, even if market size remains constant E) shut down current company locations and reopen in highly populated areas

D) try to expand their market share further, even if market size remains constant

89) American Express will do almost anything to build long-term customer loyalty and to capture customer lifetime value. Which of the following competitive marketing strategies is being pursued by American Express? A) consumer capitalism B) customer equity C) product differentiation D) product leadership E) customer intimacy

E) customer intimacy

36) An example of a company exhibiting a blue ocean strategy is ________. A) Amazon's online shopping convenience B) a Starbucks opening in the same vicinity of an independent coffee house C) Nike's brand image of the "swoosh" D) Whirlpool's full line of medium-priced, energy-saving appliances E) the first digital tablet iPad released by Apple

E) the first digital tablet iPad released by Apple

96) A runner-up firm that wants to hold its share in an industry without rocking the boat is a ________. A) market follower B) market maven C) market challenger D) market nicher E) market leader

A) market follower

115) Almost every industry includes firms that specialize in serving target subsegments called market ________. A) niches B) mavens C) baskets D) indicators E) mixes

A) niches

22) ________ is the process of comparing the company's products and processes to those of competitors or leading firms in other industries to find ways to improve quality and performance. A) Segmenting B) Positioning C) Sales promotion D) Benchmarking E) Publicity

D) Benchmarking

14) What is the LEAST relevant question to ask when assessing a firm's main competitor? A) What are the competitor's objectives? B) What is the competitor's strategy? C) What are the competitor's strengths? D) What are the competitor's locations? E) What are the competitor's weaknesses?

D) What are the competitor's locations?

34) Most competitors in the music download industry see Apple's iTunes Music Store as a ________ because it created a closed system with mass appeal. A) good competitor B) marginal competitor C) weak competitor D) bad competitor E) distant competitor

D) bad competitor

35) Rather than competing head to head with established competitors, many companies seek out unoccupied positions in uncontested market spaces. They try to create products and services for which there are no direct competitors. This is called a ________. A) horizontal integration approach B) commercialization process C) guerrilla marketing technique D) blue ocean strategy E) lean dynamics approach

D) blue ocean strategy

12) From a market point of view, Universal Pictures film studio might see its competition as ________. A) Paramount Pictures B) Warner Bros. Pictures C) Walt Disney Pictures D) 20th Century Fox E) Broadway

E) Broadway

114) Which of the following statements is most likely true of market follower strategies? A) Market followers have the resources to expand the market by developing new users, new uses, and more usage of its products. B) Market followers must expand internationally first to ensure distribution effectiveness, cost savings, and quality control. C) Market followers should conduct indirect attacks on competitor's weaknesses to gain market share quickly and inexpensively. D) Market followers benefit from pursuing subsegments of target markets due to their limited resources. E) Market followers must keep manufacturing costs and prices low or product quality and services high.

E) Market followers must keep manufacturing costs and prices low or product quality and services high.

3) ________ involves first identifying and assessing competitors and then selecting which competitors to attack or avoid. A) Competitor analysis B) Self-competition C) Blue ocean strategy D) Quantitative analysis E) Perfect competition

A) Competitor analysis

140) Which of the following is a negative aspect of a competitor-centered company? A) It may end up simply matching industry practices. B) It fails to identify competitors' weaknesses. C) It becomes stable and unreactive. D) It fails to notice weaknesses in its own position. E) It fails to develop a fighter orientation.

A) It may end up simply matching industry practices.

88) When companies serve customers who are willing to pay a premium to get precisely what they want and the company responds quickly to satisfy these customers' needs, the company has achieved ________. A) customer intimacy B) product differentiation C) operational excellence D) product leadership E) focus

A) customer intimacy

99) Which of the following is a market leader strategy? A) expanding market share B) multiple niching C) full frontal attack D) following at a distance E) following closely

A) expanding market share

5) Companies can identify their competitors from both ________ points of view. A) industry and market B) product and customer C) customer and location D) location and product E) product and strategy

A) industry and market

121) The market subsegment that a company exclusively caters to may dry up, or it might grow to the point that it attracts larger competitors. This is why such companies practice ________. A) multiple niching B) mass marketing C) overall cost leadership D) low-price strategies E) dumping

A) multiple niching

87) Walmart, Costco, and Southwest Airlines serve customers who want reliable, good-quality products or services that are also reasonable and easily available. These companies are all known for pursuing a value discipline known as ________. A) operational excellence B) customer intimacy C) product differentiation D) product leadership E) focus

A) operational excellence

81) Dell produces and delivers PCs of competitive quality at lower costs. The company constantly aims to achieve low production and distribution costs to win a large market share. Dell utilizes a(n) ________ strategy very effectively. A) overall cost leadership B) differentiation C) focus D) blue ocean E) market segmentation

A) overall cost leadership

24) A firm should compete with ________ competitors in order to sharpen its abilities. Succeeding against these competitors often provides greater returns. A) strong B) international C) weak D) distant E) smaller

A) strong

94) ________ are those runner-up firms that are working to increase their market share in an industry. A) Market leaders B) Market challengers C) Market followers D) Market mavens E) Market nichers

B) Market challengers

26) In conducting ________, the company first identifies the major attributes that customers value and the importance customers place on these attributes. Next, it assesses its performance against competitors on those valued attributes. A) a customer value analysis B) benchmarking C) entrepreneurial marketing D) intrepreneurial marketing E) a customer lifetime value estimate

B) benchmarking

29) Most companies will compete with ________ rather than ________. A) distant competitors; close competitors B) close competitors; distant competitors C) benchmarkers; distant competitors D) market challengers; market followers E) market challengers; market nichers

B) close competitors; distant competitors

17) In the context of identifying competitors' strategies, the more that one firm's strategy resembles another firm's strategy, the more likely the two firms are to ________. A) merge B) compete C) globalize D) form a partnership E) become market leaders

B) compete

142) When companies watch both their buyers and their competitors, they are called ________ companies. A) product-centered B) market-centered C) customer-centered D) competitor-centered E) cost-centered

B) market-centered

38) Which of the following is the first step taken in the competitive intelligence system? A) collect published data and information from the field B) check, interpret, and organize gathered information C) identify the vital types of competitive information needed D) respond to inquiries from managers about competitors E) create a new brand image and marketing concept for the firm

C) identify the vital types of competitive information needed

111) Rather than challenging head on, a challenger can make a(n) ________ attack on the competitor's weaknesses or on gaps in the competitor's market coverage. A) bypass B) frontal C) indirect D) guerrilla E) pre-emptive

C) indirect

21) Companies use secondary data, personal experience, and word of mouth to ________. A) identify competitors' target customers and strategies B) identify competitors' target locations and market share C) learn about their competitors' strengths and weaknesses D) select competitors to attack or avoid E) estimate competitors' sales projections

C) learn about their competitors' strengths and weaknesses

6) Companies can identify competitors from a(n) ________ point of view by defining competitors as companies that are trying to satisfy the same customer need or build relationships with the same customer group. A) customer B) blue ocean C) market D) myopic E) industry

C) market

93) Most of the market is in the hands of the ________, the firm with the largest market share. A) market challenger B) market follower C) market leader D) market nicher E) market maven

C) market leader

84) Sears and Holiday Inn encountered difficult times because they did not stand out as the lowest in cost, highest in perceived value, or best in service of their primary target market segment. Both companies are ________. A) niches B) jack-of-all-trades C) middle-of the roaders D) red oceans E) laggards

C) middle-of the roaders

113) Cozy Country Market entered the candle business with a unique product: a line of candles made from soy that produces less smoke and lasts up to twice as long as other candles. The firm sold this unique product exclusively to a few niches. The candles were priced at twice the cost charged for normal candles. The product was also sold online and in unconventional outlets not dominated by market leaders. In this case, Cozy Country Market was using a(n) ________ against the market leaders. A) pre-emptive attack B) guerrilla attack C) counter offensive attack D) indirect attack E) frontal attack

D) indirect attack

79) Companies that have been in existence for some time often lose the marketing creativity and passion that they had at the start. They often need to refresh their marketing strategies and try new approaches, known as ________. A) multi-level marketing B) formulated marketing C) ambush marketing D) intrepreneurial marketing E) affinity marketing

D) intrepreneurial marketing

92) Which of the following is a competitive position or role that firms play in the target market? A) surrogate consumer B) market analyst C) market maven D) market nicher E) laggard

D) market nicher

97) Firms that serve small segments not being pursued by other firms are called ________. A) market followers B) market mavens C) market challengers D) market nichers E) market leaders

D) market nichers

31) Which of the following are examples of close competitors? A) Applebee's and Subway B) Taco Bell and T.G.I. Friday's C) Pizza Hut and Burger King D) McDonald's and Taco Bell E) McDonald's and Burger King

E) McDonald's and Burger King

23) Benchmarking has become a powerful tool for increasing a company's ________. A) product mix B) mass appeal C) employee training services D) distribution channels E) competitiveness

E) competitiveness

7) A company is guilty of ________ if the company forgets latent competitors and only focuses on current competitors. A) perfect competition B) self-competition C) Cournot competition D) competitor backlinking E) competitor myopia

E) competitor myopia

120) A market nicher can most likely specialize along all of the following lines EXCEPT ________. A) specific end users B) unique products C) customized services D) quality-price E) mass marketing

E) mass marketing