Chapter 18

12) ________ involves first identifying and assessing competitors and then selecting which competitors to attack or avoid. 12) ______

Competitor analysis

2) True/False: Companies with multiple products or businesses typically choose one marketing strategy for all their different businesses or products.

False

10) Benchmarking has become a powerful tool for increasing a company's ________.

competitiveness

11) A company is guilty of ________ if the company forgets latent competitors and only focuses on current competitors.

competitor myopia

9) An analysis conducted to determine what benefits target customers value and how they rate the relative value of various competitors' offers is known as ________.

customer value analysis

4) ________ are those runner-up firms that are working to increase their market share in an industry.

market leader

1) When companies watch both their buyers and their competitors, they are called ________ companies.

market-centered companies

5) Marketers can expand markets by discovering and promoting ________.

new uses of the product