Chapter 18
Gary Hirshberg started the Stonyfield Farm yogurt company. His marketing strategy: building a casual bond with customers using guerilla marketing. This is an example of formulated marketing.
F
Cozy Country Market entered the candle business with a unique product: a line of candles made from soy that produce 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 twice the cost charged for normal candles. The product was also sold online and in unconventional outlets not dominated by the market leaders. In this case, Cozy Country Market was using a(n) ________ against the market leaders.
indirect attack
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.
low-cost leadership
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 serving some market segment. Both companies are ________.
middle-of the roaders
Samsung and Apple are open to new ideas, relentlessly pursue new solutions, and work to get new products to market quickly. 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?
product leadership
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 ________.
strategic group
A competitive analysis involves first identifying and assessing competitors and then selecting which competitors to attack or avoid
T
A disadvantage of a competitor-centered company is that it ends up simply matching or extending industry practices rather than seeking innovative new ways to create more value for customers.
T
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 ________.
competitor myopia
Computer mouse and interface device maker AdvTechPRO is only a fraction the size of software giant Terminal Time Softwares 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 Softwares as its runner up.
Niching
