marketing principles

Satisfactory Essays
Chapter 18 Creating Competitive Advantage

1) Of the following successful marketing strategies in the past, today 's Nike has learned that the most important is ________.
A) creating a recognizable brand image
B) having creative advertising
C) building deep community with customers
D) maintaining big-name endorsers
E) moving into new product categories, sports, and regions of the world
Answer: C
Diff: 2 Page Ref: 527
Skill: Concept
Objective: 18-1

2) To gain ________ requires delivering more value and satisfaction to target consumers than competitors do.
A) competitive advantage
B) competitor analysis
C) benchmarking
D) a market-center
E) a target advantage
Answer: A
Diff: 2 Page Ref: 528
Skill: Concept
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A) industry
B) market
C) segment
D) niche
E) expanded
Answer: B
Diff: 2 Page Ref: 529
Skill: Application
Objective: 18-1
13) From a/an ________ point of view, Pepsi might see its competition as Coca-Cola, Dr Pepper, 7UP, and the makers of other soft drink brands. From a/an ________ point of view, however, the customer really wants "thirst quenching."
A) market; industry
B) market; consumer 's
C) industry; competitive
D) industry; market
E) company 's; consumer 's
Answer: D
Diff: 2 Page Ref: 529
AACSB: Analytic Skills
Skill: Application
Objective: 18-1

14) All of the following are fundamental questions that a marketing management team considers when assessing competitors EXCEPT?
A) What are competitors ' objectiveswhat does each seek in the marketplace?
B) What is each competitor 's strategy?
C) What are various competitors ' strengths?
D) What are various competitors ' locations?
E) What are various competitors ' weaknesses?
Answer: D
Diff: 2 Page Ref: 530
Skill: Concept
Objective: 18-1

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 and service leadership
Answer: A
Diff: 2 Page Ref: 530
Skill: Concept
Objective: 18-1

16) A company
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