Marketing Chapter 18 Quiz Questions

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

Competitiveness

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

Competitor analysis

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

Competitor myopia

Which of the following is the best response a company can make to competitive threats?

Continuous innovation

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

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

False

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

Market challengers

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

Market-centered

Marketers can expand markets by discovering and promoting ________.

New uses of the product

An industry often contains "good" and "bad" competitors. Good competitors ________.

Play by the rules of the industry

The competitive intelligence system continuously collects information from the field through ________.

The sales force, channels, supplies, market research firms

A company's close competitors are ________.

Those that most resemble the company's operations